Abstract
Fast fashion has become a trend in emerging markets in Asia such as China, India, Malaysia, and Vietnam for over a decade. During the last few years, Vietnam has become the hub for global fast fashion retailers creating fierce competition in the Vietnamese clothing market. Most of past research on fast fashion brands focuses on the global supply chain whereas its interest on the consumer behavior of their target markets is quite limited. This research work explores the store image of fast fashion stores specifically perceived by the Vietnamese target customers as store image has long been considered a key marketing differentiator for retailers over competitors to lure shopper patronage. It further investigates the inter-relationship among each component of the fast fashion store image with store satisfaction and loyalty with the structural equation modeling analysis. The author's findings indicate that the commercial and corporate image components positively influence store loyalty via customer satisfaction as a mediator.
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