Customer loyalty is defined as the relationship between a customer and a retailer, built over time, because of which an existing customer repeatedly chooses the retailer over its competitors when making a purchase. Apparel retailers can be classified based on the target audience they cater to and can create their loyalty programs accordingly. Designer brands like Marc Jacobs, Gucci, and Dolce and Gabbana have a set audience that shows a high level of loyalty not only because of the product but also due to the prestige of wearing those brands. Thereby, these retailers offer a more curated and personalized approach towards their affluent customer base.