A Study on the Influence Factors of Customer Preference of Fast Fashion Clothing Brands
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As a very important segment of clothing brands, fast fashion has its own unique factors influencing customer preference. Therefore, this study aims to explore the influencing factors of customer preference for fast fashion clothing brands. This study takes customers of H&M, a fast fashion clothing brand, as the research object and uses the literature research method to construct the influence mechanism of customer preference of fast fashion clothing brands. This study conducted a questionnaire survey on 213 customers of fast fashion clothing brands. The style design and clothing quality of fast fashion clothing brands positively influence customer preference. The positive influence of style design is significantly stronger than clothing quality, ceteris paribus. Male customers and female customers have different emphases on fast fashion clothing, with men valuing quality and women valuing style. Academic and managerial implications are discussed.
Abstract
As a very important segment of clothing brands, fast fashion has its own unique factors influencing customer preference. Therefore, this study aims to explore the influencing factors of customer preference for fast fashion clothing brands. This study takes customers of H&M, a fast fashion clothing brand, as the research object and uses the literature research method to construct the influence mechanism of customer preference of fast fashion clothing brands. This study conducted a questionnaire survey on 213 customers of fast fashion clothing brands. The style design and clothing quality of fast fashion clothing brands positively influence customer preference. The positive influence of style design is significantly stronger than clothing quality, ceteris paribus. Male customers and female customers have different emphases on fast fashion clothing, with men valuing quality and women valuing style. Academic and managerial implications are discussed.
참고문헌 (16)
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