Analysing The Influencers of Brand Loyalty in the Fast Fashion Retailing in Dublin

Abstract

This research explores the key influencers of brand loyalty in the fast fashion retail industry in Dublin, with a specific focus on student consumers. Brand loyalty is recognized as crucial for businesses, as it drives sales, customer retention, and long-term growth. The fast fashion industry in Dublin is rapidly expanding, with students displaying a strong interest in fashion products. This study examines how various factors such as product quality, pricing, and brand ethics influence loyalty among these young consumers.

A mixed-method approach was employed to gather data. Quantitative data were collected through surveys distributed to students in Dublin, while qualitative insights were obtained through interviews with industry experts. This methodology allowed for a comprehensive understanding of the factors that drive brand loyalty, providing a balanced view of both consumer behavior and business strategies. The data were analyzed to identify patterns and trends, offering a clear picture of how loyalty programs, ethical practices, and pricing strategies affect student loyalty in the fast fashion sector.

The findings suggest that sustainable practices, ethical sourcing, and maintaining affordable yet trendy fashion options are key to fostering brand loyalty. Companies that align their business models with these values are better positioned to retain customers and build long-term loyalty. The research concludes by offering recommendations for fast fashion retailers to adopt sustainability initiatives, exclusive collections, and enhanced loyalty programs to ensure continued growth and competitiveness in Dublin's fast fashion market.