Application of customer loyalty in ready – made brands in new period

With today's technology and globalization effects, the number of brands and competition in the garment sector market increases while the frequency and preferences of the consumers' shopping channels are changing. For today's ready-to-wear brands, the protection and development of customer loyalty and the acquisition of new customers are getting more and more important every day. Customer relationship management practices come to the fore in order to maintain customer loyalty, sales and profitability increase. It is believed that regular communication with consumers is effective for brand awareness and loyalty, and many brands are investing in these programs. When the coalition and individual customer loyalty card prevalence is considered, it can be said that consumers are also very interested in loyalty programs in the country market. In the present thesis, the effectiveness of mobile loyalty card programs developed to eliminate the threats arising from the increase in competition in the garment sector and changes in consumers' purchasing behavior has been examined. Coalition digital mobile loyalty cards, which have been introduced in ready-to-wear brands with the aim of increasing the frequency of customer shopping and reaching new customers, have been specifically examined. In the first stage of the thesis research department, the field scanning and the applications of the four marks were discussed; summarized findings on the side of brands. In the second stage, research was deepened by conducting a survey with consumers. Along with being understood as a significant influence of loyalty card programs in consumer apparel purchases, coalition digital mobile loyalty programs have yet to develop a great deal.