This study investigates the factors specifically service quality, brand image, and customer satisfaction that influence customer loyalty to fashion brands through analyzing the case study of the brand “Uniqlo” among gen Z in HCM city. Quantit­­­ative approaches were used in the research and in this study, the research is based on data collected through survey questionnaire which were filled by 300 respondents who are a gen Z and are the customer of Uniqlo in Ho Chi Minh City. In order to undertake analysis and evaluation of the scale, to evaluate the theoretical model and hypotheses, the survey results were gathered, cleaned, and coded before being entered into the statistical data processing software AMOS. The results and findings of the study highlight elements that businesses should focus on and improve to maximize revenue.