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

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