Building Brand Loyalty

Customer loyalty develops over time. The relationship between you and your customer needs to be carefully and authentically cultivated and nurtured for them to stick by your side and support your products online, shop in your stores, and attend your events for years to come.

Think about it–if you had a friend who did not listen well, wasn’t concerned about issues that are important to you, and was not consistent with their actions, you would probably dissolve the friendship. It’s similar to a customer relationship. The customer needs to feel heard and valued. They want to see consistent actions that match your company’s messaging. Ultimately, they want you to walk the talk. A consulting firm McKinsey & Company report shows that multicultural consumers drive beauty growth. The report noted that African American spending power is projected to reach 1.7 trillion by 2030. Listening to and supporting consumers’ social and cultural needs will be the key to maintaining a quality relationship. For more insight, check out “Brand Authenticity Starts From Within” on page 10 and “Five Must-Haves in Digital Consumer Experiences” on page 20.

Our February issue focuses on products and accessories that support healthy hair care for protective hairstyles. Check out a variety of Dream hair clips in our Market Place on page 12. We highlight the beautiful legacy of Mr. Tae H. Jhin and the winners of the fantastic Tae H. Jhin awards on page 34. Our Manufacturer Profile on page 32 features Pak Cosmetics on how they built a powerful and successful brand. On page 18, Tiffany Rose of Hollywood Hair Bar shares how she got started, her successful marketing efforts, and how vital customer service and loyalty are to her and her team.

We welcome your feedback and look forward to hearing from you with more story ideas.

Allyson Leak EDITOR

I truly hope you enjoy the issue.

BY ALLYSON LEAK