First of all, Merry (belated) Christmas to you my lovelies! I hope you’ve enjoyed your festivities as much as I have enjoyed mine. There’s nothing better than taking a break from work to eat as much food as you can physically take, drink prosecco most days, and spend time with your nearest and dearest!
Despite loving being away from a computer and taking myself away from it all, I have been itching to get back to the blog and I’m feeling inspired guys! So let’s roll with it whilst it’s there.
A topic that I have been wanting to blog about for a while is brand loyalty, how it has changed over the last few decades (as though I have the experience of existing for more than 2.5 decades, ha), and what it means for both consumers and brands. Ready to delve in?
Brand loyalty has changed alongside a shift in consumerism
I certainly hold some brands close to my heart. For example, Liz Earle, the first ever skincare brand that I was really introduced to – thanks mum – and a brand I still love to this day; Topshop, the place I first shopped at when I really started getting into fashion and wanting to buy my own things in my teens etc etc – you get my drift.
However, I do truly believe that brand loyalty has very much changed alongside a change in consumerism. On the market today and also easily available to us, there are now far more brands than 10, 20 and 30 years previously, which means that there is also far more choice to us as consumers. We now have the ability to choose between brands, heightened by the fact that we have access to all of the brands in the world by the touch of a button on our mobile phones. Not to mention the rise of blogging and vlogging, where readers and watchers are exposed to exciting new products and brands on, near enough, a daily basis. Just a quick peak at my Instagram will expose you to the many brands that I have chosen to invest in!
This means that we no longer have to stick to what we know and remain loyal to a brand. We can now ensure that we are buying the best and trying new things, meaning that brands are needing to constantly evolve to compete with the competitors who are already doing so.
Has brand loyalty disappeared?
Particularly with makeup and skincare, there are definitely some brands that I would class myself as being ‘loyal to’, but this doesn’t mean that I would hesitate to change this should a nicer and better value product grace me with its presence.
I love trying new products, even when it means replacing favourites of mine, but it’s just so easy to do, and I know many, many others now do the same. Whether it’s clothing, food, skincare, haircare or beauty, nearly all of us are on the lookout to get the best bang for our buck; the best product for our needs at the best possible price, and if there is something we class as ‘better’ than what we already have, we often don’t have enough of a loyalty to a single brand to cut ourselves short.
But even though brand loyalty has changed, maybe it hasn’t completely disappeared. I would say I still have an element of loyalty within me. As a casing point, I’ve tried umpteen mascaras over the years, but I always go back to Max Factor’s False Lash Effect. But this is more a result of the product itself and its value rather than a ‘loyalty’ to the brand itself… so perhaps it’s more suitable to refer to it as product loyalty, which we feel when we have yet to try or see a product that beats what we already have?
My point is, even though brand loyalty is no longer a given, many brands can still achieve it by providing the very best, but it’s possibly far easier to lose than it previously has been. Customers might be more inclined to see if the grass is greener, but when it’s not, they’ll come back. Ultimately, brands providing the very best at all times encourages consumers to build up a level of trust and love for the brand, which in turn makes you become more invested in said brand and, in turn, loyal. But, should a bigger and better brand and/or product come along, this could easily change.
What do you think? Are you loyal to any brands in particular and do you think this could change?