Fast fashion retail operations services: An empirical study from consumer perspectives

We examine in this empirical study how fast fashion service influences consumer shopping behaviors. Following the literature, we first develop hypotheses and conduct a consumer survey. With the collected data, we perform statistical analysis and reveal how the quick response service, pricing and design strategies of fast fashion retailers affect the involvement, as well as other purchasing attitudes and behaviors of the consumers. Our analysis reveals that: A higher consumer satisfaction level on the fast fashion strategies leads to a higher degree of customer involvement, which also has a positive impact on the customer attitudes towards the fast fashion retailers. Practical implications from this study are discussed.