Abstract

The Intensity of the competition in the fashion retail industry is becoming notable where customers have left with the many purchasing alternatives than before. Fashion retail industry in a developing country such as Sri Lanka, encounter to threats from international level more frequently. Organizations are often adapting the brand strategies in order to remain their relationship between the customer and their brand. Since the fast fashion concept emerged it is no longer sufficient to provide a product solely to satisfy their customers, exceptionally in the fashion industry where local and international organizations have started to provide affordable luxury products. Eventually, brand loyalty has become more significance to maintain the image of the fashion retail industry which can be predicted that consumer expects intangible benefits to improve their lifestyles along with products.