At the National Retail Federation’s 2022 Big Show in January, executive women shared their thoughts on why brand loyalty looks different across generations, and how companies can tailor their marketing efforts and company values to appeal to those demographics.

Niki Shamdasani, co-founder of apparel brand Sani, said brand loyalty is at the forefront of what she and her co-founder, sister Ritika Shamdasani, have had to think about as a brand.

Sani started out very niche, serving people attending South Asian weddings through its approachable-lux, thoughtfully designed and culturally inspired clothing and accessories.

Then, Niki said she and her sister started thinking more deeply into why customers were returning to Sani.

“It was a lot more more complex than just everyone is going to South Asian weddings,” she said.

Empathy, Niki said, was key to helping Sani develop its brand loyalty. And a great way to emphasize with people was through TikTok. Sani’s largest customer segment is 18- to 35-year-old women.

“We got into it as soon as we realized that was something that was important to the people we were serving,” noted Niki. “Even at the very beginning of the pandemic when people were definitely not going to weddings — and even now — it was a tool to build trust and build loyalty.”

Niki said Sani’s work on TikTok has paid off. The apparel brand is generating 60 percent of its monthly revenue from the social platform.

Empathy served Sani well during a recent episode of the “Sex in the City” reboot on HBO Max, “And Just Like That…” During one of the show’s episodes, two of the characters attend a Diwali celebration and incorrectly refer to their outfits — lehengas — as saris.

“We spoke up about it,” Niki said. “That was something our customers really appreciated — us being at the forefront of that.”

Along with empathy, Niki finds that the “show, don’t tell” method works well in creating brand loyalty.

Purpose, she said, is built into Sani’s values. It’s not just a form of marketing. One of Sani’s values is authentically representing the South Asian cultural fashion and making it accessible to others.

Niki cited a few examples of the show-don’t-tell approach at Sani, including regular team meetings that educate new brand partners on Sani’s culture, including how it showcases all body types in its product offerings.

“It’s not just about putting that up on the website; it’s about showing people who we are, the people behind the brand, and making sure there’s a face behind the brand,” Niki noted. “That means advocating for others in this space.”