It’ s very difficult for me have
a brand loyalty for clothes purchases, because I tend to change brands and
styles very fast. I prefer to discover and try new brands before other people and
also even if my satisfaction after consumption is high, I am unlikely to repeat this purchase in the future because I have little brand loyalty. 
However, if I look more carefully at
my products I find that there is a brand where I have an important engagement.
This is the Swatch! This brand reflects my identity and my personality, because
these watches are very simple but fashionable. In the ladder of consumer loyalty proposed
by Payne (1994) I am not just a client for this
company, but I am an advocate, because I tend to promote and influence others with my purchase. I like this brand also becasue the range of products
available is very wide.
Today I bought another Swatch. I
didn’t really plan this purchase (I think that I have more than 15 watches and
I didn’t need another one!), and this is the first reason why I called this an
impulse purchase. I decided to buy it only when I saw the watch in the window of
the store. Again the display of the product was the greatest influence on my
decision.
