Abstract:
The fashion apparel industry has evolved significantly over the last two decades
driven by the internationalization and rapid rise of global fast fashion retailer brands
and customer has become the most important strategic resources for retail
businesses. This research aims to reveal real behavior of consumers in fashion
clothing according to the three main factors to find out which factors will impact
the most before making a buying-decision. The three main factors are brand image,
brand loyalty and consumer culture. Accordingly, few numbers of cities that H&M
stores are located were selected as the context for this field study. Quantitative
method is used in this research. Quantitative method includes validity and reliability
test, classical assumption test and multiple regression analysis to test the hypothesis
through T-test, F-test and coefficient of determination. In this research, data were
collected through questionnaire to 150 respondents and additional 30 respondents
for the pre-test using purposive sampling method. Results show that brand image
has influenced customers the most and that customers do not really get affected by
consumer culture or lifestyle.
