Recently, more and more fast fashion brands have emerged in Taiwan, which earns great popularity from the Taiwanese consumers. For example, in February 2015, the opening of H&M in the department store, Taipei Breeze SONG GAO, had attracted thousands of people. Thus, in order to understand the consumer behavior and thoughts toward fast fashion, we refer to the content of the marketing sales definition given by the American Marketing Association in 1985 as the factors in our research that influence the consumer behavior. Moreover, we, as college students, pay much attention on our outer appearances. Therefore, we would like to have further understanding on how the factors of fast fashion affect the consumer behavior of college students.
