Brand is often regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantages through successful branding. In recent research, brand experience has garnered much attention in considerable marketing research. Consumers with positive brand experiences are found to be more likely to build a long-tern relationship with a brand. The purpose of this paper is to investigate the relationship between brand experience of fast fashion brand and the structure relating to brand reputation, differentiation, familiarity image, brand identification, and brand loyalty. A field study was conducted with consumers that have enough fast fashion brand experience. 202 people were selected to achieve this purpose. These data were processed using SPSS ver 15.0 and AMOS ver 7.0. Structural equation modeling was used to explore the structural relationship among constructs. The empirical results can be summarized as follow: First, the path from fast fashion brand experience to brand reputation, differentiation, familiarity image was found to have positive significance. Second, brand images had a positive impact on brand identification Third, brand identification positively influenced on brand loyalty. However, brand familiarity did not have an influence on brand identification.