The role of brand image in building customer loyalty in the fashion E-retail industry of South Africa

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.