Establishing brand loyalty in the fashion and lifestyle industry of Bangladesh: A qualitative investigation

Year 2024, Volume: 6 Issue: 2, 106 - 116, 11.09.2024

Md. Abdul Momen , Mahmoda Akter , Seyama Sultana , Sumona Akther Sumi , Md. Nurul Islam Nepo

https://doi.org/10.58251/ekonomi.1511984

Abstract

This qualitative study examines the factors driving brand loyalty in Bangladesh's fashion and lifestyle sector, focusing on three leading brands: Le Reve, Sailor, and Infinity. Through in-depth interviews with brand managers and both loyal and occasional customers, the research identifies key influences on brand loyalty, such as ethical practices, shopping experience, perceived value, and brand uniqueness. The findings highlight that customers prioritize product quality, affordability, and a positive shopping experience, with brands that offer personalized services, loyalty programs, and continuous innovation achieving stronger loyalty. Additionally, ethical practices and corporate social responsibility (CSR) emerge as significant differentiators, while the increasing importance of online presence and digital engagement is noted as crucial for fostering and sustaining loyalty. These insights provide valuable direction for fashion and lifestyle brands in Bangladesh aiming to enhance customer retention and solidify their market position.

Keywords

Brand Loyalty, Fashion and Lifestyle, Qualitative Investigation

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