Online Luxury Consumer’s Brands Loyalty among Bangladeshi Women in East London

Abstract

The advent of advanced technology has revolutionized online business, significantly impacting the luxury clothing market. Women of Bangladeshi heritage in East London, initially sceptical about online purchases, have embraced the convenience of upgraded technology. Past studies assert that a substantial portion of purchases is now conducted online. This shift is attributed to online shopping’s accessibility, flexibility, and features such as cash refunds, absent in physical stores. For the fashion industry, online business proves strategic, expanding growth and success. However, existing literature overlooks issues like transaction complexities and potential data compromises in online shopping. This case study investigates brand loyalty and customer satisfaction among East London’s immigrant women in online luxury clothing purchases. The findings reveal the strong influence of luxury brands on women, emphasizing the need for continuous innovation. Diversity in consumer perceptions necessitates brand attention for sustained growth. Women allocate more budget to luxury clothing, signalling an opportunity for brands to expand collections. Quality emerges as a key factor, urging brands to refine quality control. Strong brand loyalty among women suggests effective business strategies and enduring customer relationships. The study highlights the increasing preference for online shopping, driven by factors like diverse products and free delivery. These insights guide luxury brands in tailoring strategies for customer satisfaction and sustained success. The complex dynamics of women’s perceptions, preferences, and behaviours in the luxury fashion market offer nuanced insights for strategic adaptation. Continuous improvement, diversification, and targeted marketing on digital platforms are recommended for sustained brand success.