Nowadays, with rapid development globally, especially in the fast fashion industry, customers have many choices in purchasing clothes from international and local fashion brands. The study is to propose a smart analytical model to examine how components of brand equity influence consumers’ purchase intentions in Vietnam’s fast fashion sector. As the result, the purpose of this study is to propose an information system to investigate the relationship between brand equity on purchase intention within Vietnam’s fast fashion industry. The outcomes demonstrate that brand equity impacts positively on purchase intention. In addition, with the current issue of environment, people are increasingly concerned about the environmental change and consumers concern sustainability brands which can contribute to reduce environmental impacts. Correspondingly, to increase competitive advantage, businesses need to concentrate on brand equity as well as sustainable elements. As the results, the study demonstrates brands sustainability moderates the strengthens between brand equity and purchase intention.