유행선도자가 인식한 “패스트 패션” 브랜드 전략과 브랜드 충성도

"Fast Fashion" Brand Strategy and Brand Loyalty as Perceived by Fashion Leaders

This study examines the relationship between the fast fashion strategy and brand loyalty as perceived by fashion leaders. A self-administered questionnaire was developed based on literatures, and mainly consisted of perceived fast fashion strategy, brand loyalty and fashion leadership. For this study, six brands (e.g., Gap, Uniqlo, Zara, Codes combine, Who-a-u, Basic House) were selected based on brand familarity. Participants were asked to choose a brand which had purchased and to answer the fast fashion brand's strategy and brand loyalty. A total of 386 usable responses were obtained from undergraduate students aged from 19 to 32 years in Seoul, Chungcheong and Gyunggi areas. Data were analyzed by using factor analysis, ANOVA, and regression analysis. Result showed that the perception of fast fashion brand strategy consisted of four factors: store image, product assortment & turnover, low price, and high quality image. Based on fashion leadership, respondents were classified into four groups: fashion leader, opinion leader, innovator and late majority. There was significant differences in the factors of fast fashion brand' strategy among the four groups. Also, brand loyalty was influenced by the factors of fast fashion strategy, such as product assortment & turnover, store image and high quality image. In the group of fashion leaders, the fast fashion brand strategies, such as product assortment & turnover and high quality image, were critical to increase brand loyalty. A managerial implication was discussed for fashion marketers to effectively manage their fast fashion brands in the competitive marketplace.