How Chinese College Students Perceive Fast Fashion Brands: A Brand Personality Approach
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
Fast fashion has become a key feature of the global fashion industry over the last decade. With the aggressive international expansion of fast fashion retailers, young consumers in China are attracted to popular fast fashion brands, featuring updated looks, greater variety, and limited editions. This study aims to empirically investigate young consumer's perceptions towards fast fashion using brand personality approach from an international perspective. The concept of brand personality offered in the literature recognizes the use of human descriptors to portray brand identity or brand image. More formally, the most widely cited definition of brand personality is “the set of human characteristics associated with a brand (Aaker, 1997). Inspired by brand personality research, this study contributes to literature by examining Chinese college students' perceptions of fast fashion brands and identifying the personalities that are specifically associated with fast fashion brands.