NEW YORK — The most fashionable, the least loyal.

It’s a conflict that spells a substantial challenge for apparel marketers, because branding and loyalty need to go hand in hand if an apparel label is to thrive in the long run, according to marketers. That’s because, as NPDFashionworld co-president Marshal Cohen noted: "There are simply too many options for today’s fashion customer — it is overwhelming." As a result, when a brand maintains consistent standards of value and fit, those attributes form a firm foundation for developing loyalty, he said.

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