A COMPARATIVE STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT STRATEGIES IN ORGANISED MULTI BRAND TRADE IN APPARELS

Abstract: Customer relationship management (CRM) is a comprehensive strategy and process of acquiring, retaining and parenting with selective customers to create superior value for the company and the customers. The Indian Apparel Industry has an overwhelming presence in the economic life of the country. The retail apparel industry can be broadly classified in to organized and un organized retail apparel industry. The organized retail apparel industry can further be classified in to Exclusive Retail outlets and Multi Brand Retail outlets. This article analyses the different players in organized retail apparel industry and compares their strengths weakness opportunities and threats. This article compares the CRM strategies followed in the various organized multi brand retail outlets.

Keywords: Customer relationship Management, Multi brand retail apparels, organized retail apparels.