Factors of Preference for International Fast Fashion Brands: A Study on Generation Z

Big population, rising middle class, increasing individual revenue, and strong economic growth of Indonesia have attracted both local and foreign fashion brands to do their businesses in Indonesia. Foreign fashion retailers who want to expand their businesses in Indonesia have to collaborate with local partners. In a short time, the spreading of foreign fashion retailers can be seen at many shopping centers in the major cities in Indonesia. As a result, Indonesian customers are dominated by foreign fashion brands. This is proved by a view of Indonesian customers who tend to see fashion trends are oriented to foreign markets so that they create a strong demand for foreign fast fashion brands. This also happens to Generation Z people who still prefer foreign fast fashion brands compared with local fashion brands. Therefore, there must be several factors that have significant effects on brand preference. This research wants to examine the factors that have significant effects on brand preference. Using quantitative research method by distributing electronic questionnaire to 222 young people who are the customers of foreign fast fashion brands, and quantitative methods include descriptive statistics, measurement, and (structural model. From the data analysis process, the result of the factors that have significant effects on brand preference are takendue to the self-image of customers is congruent with the image of the brand (the more greater preference of  customers for that brand). Furthermore, the brand image also create the perception of  trust customer and quality of product.