Abstract:
The purpose of this study is to explore how fashion e-retailers create a loyal
customer base through different attributes and brand image. The focus will be on
how fashion e-retailers in South Africa (specifically Superbalist, RunwaySale, Spree
and Zando) build brand image and how the brand would have to rely on brand image
elements, with a strong focus on brand attributes - and how these e-retailers are
overcoming the barriers of e-commerce to build and maintain a loyal customer base.
This study follows a qualitative, phenomenologist approach to best understand the
consumers’ general perception and opinion of a brand’s total attributes. A total of
one hundred surveys, and four semi-structured, conversation-styled interviews with
e-retailing users, delivered the findings.
The findings concluded that Superbalist has the most loyal customer base and best
brand image. There is still an embedded mall culture in South Africa, as people want
to touch, feel, and try on the clothes before they make the final purchase. The most
important finding is that the relationship between brand image and customer loyalty
is intertwined. Brand image influences customer loyalty, and customer loyalty
influences how customers perceive the brand image.
