In this modern era, it cannot be denied that the fashion industry is developing very rapidly throughout the world, including in Indonesia. In order to be able to maintain competition between competitors, retail companies must have a competitive advantage so the company can be able to meet consumer demand quickly and efficiently. This study aims to investigate the positive effect of perishability on scarcity, the positive effect of scarcity and low price on attitude, the positive effect of low price on attitude, the positive effect of attitude on impulse buying, the positive effect of impulse buying on negative emotions, the positive effect of negative emotions on returns. This research uses a quantitative approach. The sample of this study was 254 respondents. The design sample used for selecting respondents is non probability sampling. This study was collected from consumers who have the criteria of having shopped at Uniqlo. The analysis method used is Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the SmartPLS 3.0 program. The results of this study indicate that perishability has a positive effect on scarcity, low prices have a positive effect on attitude, scarcity has no effect/ insignificant on attitude, attitude has a positive effect on impulse buying, impulse buying has a positive effect on negative emotions, negative emotions have a positive effect on returns.The managerial implication of this research is to increase perishability, low prices, attitude, and impulse buying by improving the quality of products and services, as well as providing competitive prices with competitors. In addition, Uniqlo must also maintain scarcity and negative emotions.