Abstract:

 Accurate pricing is one of the important factors to attract target consumers. Based on the fast fashion clothing brands, this paper proposed four major influencing factors for price tolerance, i. e. ,brand attitudinal loyalty, consumer innovativeness, perceived price fairness and conspicuous consumption psychology. The empirical results show that perceived price fairness and conspicuous consumption are the most significant influences. According to the research conclusion, this paper provides domestic fast fashion company with the following suggestions: enterprise should convey innovation as the guide; create personalized brand image; make more data mining of psychological demand of different groups of conspicuous consumption, and allow consumers to perceived price fairness.

Key words: price tolerance, structural equation midel, fast fashion, conspicuous consumption