The fashion industry engenders intense competition, particularly in the fast fashion sector. Companies with fast fashion brands must remain vigilant to every shift in apparel collections, ensuring they possess the ability to comprehend customer preferences in order to retain their consumer base and prevent them from defecting to rival companies. The appeal of fast fashion products to young people is mostly due to their affordability and wide range of clothing options. Therefore, the focus of this research will be on the millennial generation in Indonesia. Nevertheless, the retail business perceives the millennial generation as disloyal. This research will utilize the Customer-Based Brand Equity (CBBE) model and employ the Structural Equation Modeling (SEM) analysis approach to identify the key characteristics that have a major impact on the brand loyalty of the millennial generation in the fast fashion industry. The survey was disseminated through Google Form and garnered 526 responses from the millennial demographic in Indonesia. The research findings indicate that brand awareness, perceived quality, perceived value, and brand originality have a major impact on the brand loyalty of the millennial generation towards fast fashion brands. rapid fashion brand marketers can utilize the findings of this research to enhance their sales and thrive amongst the intense competition in the rapid fashion business.
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