Relationship marketing is seen as an important matter for companies, in today’s competitive market. This makes it interesting to research this subject more profound. The purpose of this study is therefore to get an understanding about what customers feels are important in order for them to be a loyal customer and wanting to have a relationship with the company. Previous studies has found some aspects that are important in relati onship marketing. These are service, trust, ethics and environmental sustainability.

This study is targeting fashion companies, which means companies that essentially sells clothes. This is a qualitative study that involves 12 respondents that all have an interest for fashion. The respondents are between the ages of 20-30.

The method thats been used is semi-structured interviews where 12 questions were asked according to an interview guide, but it also included supplementaries. The answers has then been analyzed. The questions were designed based on the purpose of the study.

The results show that customers essentially wants companies to market themselves trough social media and via e-mail since these are the platforms where they are mostly active. In order for the customers to feel trust and wanting to have a relationship to a fashion company, it is important that they adjust to the customers etical views, for example that it must be good working conditions and that the effect on the environment is as small as possible.

Consumers think that the staff has a big responsability, they need to be helpful during returns and complaints and also give their honest opinions and be genuine. The treatment from the staff can determine wheter the customer want to purchase or not.

Finally word of mouth from friends and acquaintances is of big importance in order for the consumers to trust a fashion company. If friends and acquaintances recommend and trust a company it is easier för new customers to trust them aswell.