Abstract:

Many traditional fashion retailers are struggling with inflexible supply chain and the excess inventory and profit loss due to this inflexibility. But, these problems have been converted into advantages by fast fashion retailers, via adapting quickly to new trends and flexible supply chain management. In this way, they have achieved great success which is the creation of the fast fashion market and development. Therefore, the aim of this study is to determine consumers' perceptions and attitudes' effect on purchasing behavior in this market. In the study, questionnaires were applied to 387 female students studying at the Atatürk University. For purposes of the study; firstly multiple regression analysis was applied to determine attitudes towards fast fashion retailing, perceived scarcity, perceived low price and the perceived perishability effect on fashion-oriented impulse buying behavior. Then, variables have been ranked in terms of importance level obtained by TOPSIS which is multi-criteria decision making techniques. As a result, independent variables were found have a significant effect on fashion-oriented impulses buying and perceived perishability has the most significant effect in all of other criteria. Keywords: Fast Fashion, Fashion Oriented Impulse Buying Behavior, TOPSIS.

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