The Impact of Fast Fashion Industry on Female Consumer Loyalty

  • Sohail Ahmad
  • Sana Ullah
  • Muhammad Umair
  • Tahir Hassan
Keywords: Fast Fashion Industry, Female Consumer Loyalty, Fast Fashion, Consumer Loyalty


The Intensity of the competition in the Fashion Industry (FI) is becoming notable where customers have
left with many purchasing alternatives than before. This industry in developing country such as Pakistan, encounter
to threats from international level more frequently. Organizations are often adapting the brand strategies in order to
remain their relationship between the customer and their brand. Since the fast fashion concept emerged it is no
longer sufficient to provide product solely to satisfy their customers, exceptionally in the industry where local and
international organizations have started to provide affordable luxury products. Eventually, brand loyalty has become
more significance to maintain the image of the fashion retail industry which can be predicted that consumer expects
intangible benefits to improve their lifestyles along with products. The paper aims to understand the effect of Fast
Fashion Industry (FFI) on Female Consumer Loyalty (FCL) in the fashion industry of Pakistan. The adopted
questionnaires (Saunders et al, 2012) were distributed among 200 respondents to collect the data. Different statistical
tools and techniques were followed to test the hypothesis and made some generalization based on the results.
Consequently, the results display that fast fashion industry has positive and significant relationship with female
consumer loyalty.


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