Industry insiders share their thoughts.
At Surfdome we find that customer loyalty is not really brand-specific. There is, however, a demonstrable loyalty towards product categories, with shoppers tending to return to the particular department they usually shop in, such as snow gear. While our exclusive brands such as Wolf & York (pictured) see huge sell-through, those returning to buy it continue to pepper their basket with a cross-section of brands.
Heritage brands continue to resonate with our 20-something customer. Polo Ralph Lauren and Fred Perry (pictured) stand out as our most popular brands. They offer high-quality product with an identity that customers can relate to, and have been able to maintain their heritage roots while remaining relevant to a younger customer.
Valentino’s ready-to-wear collections (pictured) always sell amazingly well, with the first pieces to go often being the most luxurious items that exemplify highly skilled artisanship. It delivers clothes that appeal to all women as they do not challenge the customer. There is no ‘type’, she’s not a lady that shops for trends; she enjoys investing in feminine, beautifully crafted forever pieces.
Replay (pictured) probably has the biggest customer loyalty. People just come back year after year to get their jeans and once they find a fit they like they stick to it. It’s a major similarity between female and male shoppers - once they find a denim brand they like and a fit that works for them they just come in each season to get the new washes.