CRM IN FASHION COMPANIES FOR MEN'S WEAR

Abstract

The Fashion industry is a highly discussed issue today, and as it is very competitive, the awareness among consumers, especially male consumers, has increased. It was evident that creating customer relationships enables Fashion companies to maintain a competitive position in the market. Also, it was believed that since men tend to stay loyal and are hesitant to purchase apparel from new stores, developing and maintaining relationships with them is crucial. The aim of this thesis is to determine what a customer-supplier relationship in Fashion companies for men’s wear is and when it exists, in order to identify the most important aspects when developing and maintaining this relationship. In order to fulfil the purpose of this thesis, semi-structured interviews were conducted with managers (at different hierarchical levels), and salesclerks of the chosen case company. The theoretical areas that were used in this thesis consisted of theories regarding Customer Relationship Management, Fashion management, Customersupplier relationships, Consumer behaviour, Customer satisfaction, Communication in Fashion etc. The existing definitions of relationships do not identify a customersupplier relationship in Fashion retailing. Therefore it is necessary to introduce a new definition for a customer-supplier relationship in Fashion companies for men’s wear, namely semi-intimate relationships. These relationships are long term relationships that are characterized by frequent personal interactions, personal information exchange, and a shared mode of thinking, two way commitment and mutual values beyond monetary terms. Moreover a semi-intimate relationship exists when the customers are included in the company and interactions are on interpersonal levels. Furthermore, a semi-intimate relationship does not exist through one action; it is rather developed through a series of actions. It was also determined that a customer focused culture, trust, commitment and loyalty, employee satisfaction, customer satisfaction, adding value through benefits and communicating the brand to the male customer are the most important aspects when developing and maintaining semiintimate relationships. Finally it was found that sales force is one of the most important factors, when developing and maintaining semi-intimate relationships.