Exploring impacts of fast fashion factors on consumer intentions to shop at fast fashion stores
Fast fashion retail model is being adopted by various fashion retailers through execution of short buying cycle and limited supply of fashion apparel and accessories (Byun & Sternquist, 2011). It has become increasingly important for fashion retailers to capitalize on rapid inventory turnover to attract the fashion consumers. Previous studies have tested the impact of three fast fashion factors low price, perceived perishability and scarcity on the in store hoarding (Byun & Sternquist, 2008). However, there are limited studies that explore impacts of fast fashion factors on the buying attitudes and intentions of fast fashion consumers.