What millenials want from a fashion loyalty scheme

Fashion retailers targeting millennials operate in a competitive and challenging trading environment. Rails are filled with discounts and promotional codes, with choice of colour, size and style and spilling from every corner. Yet, there is still a lack of customer loyalty when it comes to fashion. Millenials will always have their favourite brands. But if you are offering no more than a funky style, what is stopping customers from buying the product elsewhere or looking for an alternative?