BRAND LOYALTY FOR CLOTHING AMONG YOUTH

The purpose of this study is to analyse the current marketing methods employed by apparel companies and their impact on creating brand loyalty among young customers. Traditionally, branding and mass media have been utilised by PR and marketing experts to raise a company's profile and encourage consumers to develop brand loyalty. A brand is "an easily recognised product, service, person, or location that has been enhanced in such a manner that the buyer or user sees meaningful, distinctive additional values that meet the buyer's or user's demands most closely." Its continued success is tied to its ability to maintain these value additions in the face of intense competition. Awareness of a brand includes both familiarity with the name and the capacity to summon it to mind when needed. Because it improves the probability that a brand will be in a consumer's consideration set and eventually chosen from that set, brand awareness is crucial.