BRAND LOYALTY AMONG YOUTH IN TERMS OF CLOTHING FOOD

Purpose: This article uses a survey of US college students' attitudes about fast fashion to experimentally analyze the elements influencing customer brand loyalty in this sector. Design/Methodology/Approach: The characteristics that influence consumers' loyalty to fast fashion brands have been the focus of a suggested study methodology that uses a consumer-based brand equity approach. This study tested the hypothesis that consumers' opinions about fast fashion (such as the brands' reputations, values, personalities, affiliations with organizations, and originality) had an effect on their brand loyalty. This research used structural equation modeling to examine the characteristics influencing brand loyalty toward fast fashion among college students in the United States. The study was based on genuine data collected from 419 students at various universities around the country. Findings: Findings indicate that among college students in the United States, fast fashion brand loyalty is driven by consumers' familiarity with the brand, their opinion of the brand's value, their connections with the company, and the distinctiveness of the brand. Originality/Value: Fast fashion has been an integral part of the international fashion business over the last decade, and as a result, the number of fast fashion companies available in the United States has increased dramatically. This research sheds light on the opinions and motivations of young customers towards fast fashion businesses.