The Empirical Research On The Influence Factors Of The Brand Loyalty Of Fast Fashion Clothing

Fast fashion consumption is a mainstream situation in European and American countries.With the popularization and enhancement of consumer fashion consumption concept in China,fast fashion consumption mode has gradually become the mainstream mode of domestic clothing consumption.However,with the rise of local fast fashion clothing brands,foreign fast fashion clothing brands have entered the Chinese market and other factors,and the market competition is fierce.Zara,H&M,UR,Hotwind and other domestic and foreign fast fashion clothing brands performance no longer continue to soar,the growth rate has slowed slightly.In the face of such a market environment,how to retain and expand market share is a top priority.In order to help the local fast fashion clothing brand enhance its customers’ brand loyalty and its own brand competitiveness,it is very important to find the influencing factors of the brand loyalty of fast fashion clothing and to explore its influence on loyalty.This paper will take the fast fashion clothing brand loyalty as the research object,the related literatures about influencing factors of brand loyalty at home and abroad were sorted out.And in combination with the special features of the fast fashion clothing industry,the relevant research hypotheses were proposed and research model was created.In this paper,through on-the-spot questionnaires for data collection,and the use of SPSS 22.0 statistical software for data analysis.Through descriptive statistical analysis to understand the sample characteristics of the respondents;The reliability and validity of the questionnaire are ensured by reliability and validity analysis;Correlation analysis was used to determine whether there was a correlation between independent variables and dependent variables;and then correlation analysis is carried out to determine whether there is a relationship between independent variables and dependent variable;Through regression analysis,we explore the influence and influence of each factor on the brand loyalty of fast fashionclothing.The research shows that the product style,product quality,store image,product price and environmental protection image have a significant positive influence on the brand loyalty of fast fashion clothing.Finally,according to the research conclusion,from the perspective of enterprises,five suggestions are put forward to help our local fast fashion clothing brand to improve customer brand loyalty and brand competitiveness.The innovation of this paper is mainly reflected in two aspects: one is innovation in research angle Through the study of relevant literatures,it is found that existing researches mainly study fast fashion clothing brands from the perspective of supply chain management,brand strategy and product design.Based on the perspective of consumers,this paper analyzes the factors that affect the brand loyalty of fast fashion clothing.On the other hand is the innovation of index system.This paper synthesizes the research results of domestic and foreign scholars,and fully considers the particularity of the fast fashion clothing industry,and constructs a highly targeted index system.