Database marketing is essential in easing the process and method of identifying customers and storing their data in a digital system only. Customer's loyalty is crucial to all business including the fashion industry due to its high competitiveness. Customers have strong buying powers and they can decide swiftly whether they want to stay with one brand or switch to other competing brands that can satisfy their product needs and wants. To build strong and long-term relationship with customers, companies today must compete aggressively to achieve competitive advantages and retain loyal customers. This study investigated the importance of database marketing in maintaining customer's loyalty in fashion industry. Three independent variables and one dependent variable which are customer's satisfaction, market segmentation and individual customer and customer's preferences are tested using related software. 100 female respondents are chosen by using convenience sampling.