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

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