Although consumer behaviour patterns have become very important in retailing, consumerdriven research is still limited in this area. The purpose of this paper is to empirically test the effects of perceived value; satisfaction, and trust on customer loyalty in fast fashion retailing and to investigate the stability of these effects across different customer segments. A total of 700 customers of a fast fashion retail chain were interviewed and PLS-PM was used for data analysis. Results show that customer loyalty is mainly affected by perceived value and satisfaction and to a lesser extent by trust. Perceived value is the main driver of satisfaction and trust, while satisfaction exerts a significant but small effect on trust. Cluster analysis resulted in four specific customer segments with different behaviour, performance-oriented; valueoriented; experience-oriented, and relationship-oriented. Results present important managerial implications for fast fashion retailers.