Purpose -The purpose of this paper is to identify how small to medium-sized enterprise (SME) fashion retailers can achieve a true understanding of customer trends to close the needs to offer gap in a highly dynamic sector. Design/methodology/approach -A single case study approach is adopted in light of the limited research in this area. Data collection involved a multi-stage and multi-methods approach over a six month period to increase the validity of findings and the triangulation of data.

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... dings -The findings of this paper highlight, first, the need for formal CRM intervention; and, second, the issues involved in the implementation of a loyalty program. Originality/value -In the absence of specific knowledge in this area, a framework is developed to advance both theoretical and practical understanding of how SME fashion retailers can build and manage close customer relationships in the new economy.