Researching The Impact Of Fast Fashion Clothing Brand Image On Customer Loyalty

In the face of increased competition in the product homogeneity,every enterprise wants to attract the attention of consumers,let consumers have a better experience,finally lead to loyalty,make their products and services occupy a higher market share.So brand image and customer loyalty have always been the topic of academics and industry.In front of the brand image research,scholars put forward a lot of related models in different priorities,but more of them focused on hotels,shops,restaurants,service industry and other fields,the field of fast fashion and clothing.is relatively scarce.This article will research Uniqlo for fast fashion clothing brands,puts forward brand image model of Uniqlo on the base of Park model,and tries to discuss the relationship between brand image,perceived value,customer satisfaction and customer loyalty.Put forword the definition of brand image,perceived value,customer satisfaction and customer loyalty to comply with the study,formulate the corresponding test scale in reference to the predecessors' maturity scale.This study use questionnaire to conduct the empirical study,use SPSS24 to analyse the data,mainly includes the sample data of descriptive statistics analysis,reliability analysis,validity analysis,correlation analysis,regression analysis and so on.Through the study of the statistical analysis of sample data,we get the conclusion of this study.The brand image of Uniqlo is divided into three dimensions,including functional brand image,symbolic brand image and experienced brand image.There is a significant positive correlation between each dimension of Uniqlo brand image,customer perceived value,customer satisfaction.The customer perceived value and customer satisfaction are the intermediary role between and brand image and customer loyalty;The customer's purchase frequency plays a regulatory role between customer satisfaction and customer loyalty.According to the research conclusion,there are several suggests for the fast fashion clothing brand:first,a great importance should be attached to the functional image of the brand,because it obtains the premise of customer satisfaction and customer loyalty.Second,a great importance should be attached to the symbolic image of the brand,because clothing is a kind of consumer goods expressing individual style,consumer hope to access social recognition through clothing.Third,attention should be paied to the image of the brand experience,consumers want to get good feelings in the process of consumption.Fourth,a great importance should be attached to the customer's perceived value and customer satisfaction,Fifth,a great importance should be attached to the interests of regular customers,because the regular customers have a higher customer satisfaction and customer loyalty.