Study Of The Influence Factors Of High Fashion Customer’s Brand Loyalty

With the rapid development of economy, Chinese market size of luxuriesapproximating one third of the global market share. Among the varieties of luxuries,Chinese consumers gave priority to luxury apparel and accessories (mainly includingclothes, shoes, bags, watches, and glasses) which held roughly70%of the entireluxury consumption. The luxury brands have started their presence in china whichwill become the major battlefield of luxury brand competition in the future. On thiscondition, the question that most enterprises are facing is how to cultivate high loyaltyconsumers group, while the key to cultivate consumer loyalty, is to learn thestructures of brand loyalty, and the effective factors which influent brand loyalty.Those are the question that this article wants to solve.This article focus on high fashion brand loyalty. First of all, compiled the brandloyalty theory through literature reading, and combined with the characteristics inhigh fashion industry. By interview the experts to screen the factors, finally selecteleven features that effect high fashion brand loyalty. Then it is empirical research.The article mainly adopt the questionnaire survey, and investigated243consumers. Inorder to test the previous assumption, use SPSS to analyze date, including reliabilityanalysis, factor analysis, correlation analysis and stepwise regression analysis.The studies found that, all the factors that effects high fashion loyalty, sixelements, including corporate image, service and related support system,advertisement, attitude to self-image, promotion and influence from related groups,are the most important elements for high fashion consumer loyalty. Among these sixelements, corporate image is the most important factor. Promotion is not obviouscorrelated with consumer loyalty alone. But under the effect of multiple factors, it hassignificant impact on consumer brand loyalty. In addition, five factors including theproduct quality, brand recognition, consumer risk-averse attitude, transformation cost,diversity seeking mind, have no significant correlation with consumer loyalty. Butfurther studies have found that, although has no significant correlation with customer loyalty, product quality is also an important factor, it is the premise and foundation ofbrand competitiveness. The other four factors are not obvious correlated withconsumer loyalty due to the particularity of high fashion industry.To confirm the significance and application of research, this study analyzes themeasures and successful experience in construction of brand loyalty of GiorgioArmani on the basis of empirical analysis, combine with the conclusion, severalrecommendations about improving consumer brand loyalty are given.