Brand Loyalty Among Gen Z: Case Study of Apparel Brands

Abstract

Understanding the mechanics of brand loyalty has become crucial for businesses, especially in the garment industry, in an era of saturated markets and continual digital involvement.  The term "brand loyalty" describes a customer's resolve to keep using a brand, usually shown by advocacy and repeat business.  This devotion creates an emotional bond based on satisfaction, trust, and perceived worth that goes beyond product attributes or cost.  The idea of brand loyalty has become more nebulous as the global fashion business undergoes rapid changes as a result of digitalization, changing consumer behavior, and more competition, particularly among younger populations.  Examining how Generation Z views and uses brand loyalty provides information about how long-lasting brand-consumer relationships may be in a market that is changing quickly.