Fast fashion, as a dynamic and growing sector of the fashion industry, has become increasingly important to study due to its significant impact on consumer habits, particularly among younger populations who value affordability and the ability to quickly follow the latest fashion trends. The aim of this paper is to investigate the factors that influence student loyalty to fast fashion brands, with a specific focus on brand awareness and perceived brand value. Through a theoretical review of the literature and empirical research conducted in August 2024 on a sample of 111 students, insights are provided into these factors and their role in shaping loyalty decisions toward fast fashion brands. The research results show that brand awareness positively influences student loyalty to fast fashion brands. Students who are more aware of certain brands are more likely to repurchase from those brands. At the same time, perceived brand value, which represents the quality-to-price ratio, has an even stronger impact on loyalty. The greater the perceived value of the brand, the higher the student loyalty. Various demographic and behavioral factors were also compared to gain a better understanding of specific consumer target groups. In conclusion, both brand awareness and perceived value have a positive impact on students' loyalty to fast fashion brands, with the influence of perceived value being more significant. The higher the brand awareness and perceived value, the greater the students' loyalty to these brands. These findings can serve as a basis for better understanding the behavior of the student population and for developing more effective marketing strategies in the fast fashion industry.