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Apparel brand loyalty 'a thing of the past'

January 1, 2008

Sify: For a brief while, apparel brands seemed to think they could ride on brand equity alone and consumers would lap up anything. Not anymore. With so many choices around, brand loyalty is a thing of the past, something that has forced brands to take consumers more seriously than ever before. Long content with a niche tag, apparel brands are now stepping out of their ivory towers — to extend themselves and reach out to a wider section of consumers.

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