Consumer Loyalty toward Indian Handicraft-Based Fashion Brands: A Gen Z Perspective

In today’s world fast changing fashion is growing, people only go for product which tells a story- Story which is meaning, authentic, and rooted in culture. Handicrafts based fashion brands offer same that blend of tradition and modern style. This study inspects what makes buyer stay loyal to such brands and how factors like product originality, cultural connection, sustainability, and quality shape their choices. The search is all about understanding how emotional value, trust, and satisfaction influence repeat purchases and brand ambassador. A structured questionnaire will be used to collect responses from urban consumers who appreciate or purchase handcrafted fashion. The insights aim to highlight what drives loyalty toward these unique brands, helping designers and businesses build stronger connections with customers while keeping traditional crafts alive in today’s contemporary market.