Development Model Of China Fast-fashion Industry & Research Of Marketing Strategy After The Era Of Financial Crisis

In this paper, by the understanding of status quo of China's fast-fashion and analysis of its operations fatal problems existing in the process, it points out that the absence of a clear product positioning is not to stand out from the competition, coupled with many companies using the wrong marketing tactics failed to build brands. In particular reveals the essence of the fast garments uncertainty of demand, which determine the characteristics of fast fashion is "fast", to achieve faster, we must integrate the product supply chain, reduce the product lead time, with the fastest speed to meet the consumer of those demands and to increase earnings and achieve diversified development, in order to gain the initiative in the competition. On this basis, a detailed analysis of trends in society change—M society formation, luxury climate spread, impulsive mentality is surging, as well as the social climate of change requires products to achieve parity, luxury, multi-style. In this paper, the design development models for the fashion business and marketing strategy, propose solutions to the bottleneck of China's fashion industry to problems, hope in the near future we can open the clothing store next to the LV, GUCCI and other international big brand, with a showdown.This paper is divided into six sections.Firstly, explain the purpose of the study for fast fashion, significance and research methodologies. Proposed for fast fashion the nature of the study is to solve the development of China's fashion industry, the main problem; study was designed to find the fashion models of enterprise development through the problems of the fashion design business development model and explore; research methods used in the literature in order, the social investigation and case analysis.Secondly, marketing-related studies are reviewed. Marketing concepts expounded on the industrial chain has done a detailed, pointed out the various links of chain on the product value of the different contributions.Thirdly, from the external environment and internal competitiveness, described two major aspects of the problems of China's fashion industry, summed up China's fashion industry, as well as the different mode of operation of the position in the industry chain.Fourthly, from the perspective of the demand to study future changes in the direction of the fashion industry. This paper points out that the ongoing changes in society even if the changes in consumer demand to cater to their tastes, to introduce a suitable product by the right way.Fifthly, China's fashion design business development models and marketing strategies. By reducing the lead time to produce products, and the means of technology integration is the adoption of ICT's supply chain, has been reached to increase product value; by increasing the cost-effective way to increase business revenue; competitive strategy to spread through the diversification of business risks, the purpose of creating brand.Sixthly, the development of international fast fashion typical of Gap, UNIQLO, H & M and ZARA business model compared to the previously mentioned support for this point of view. Especially from the Gap and the rise and fall of UNIQLO, enhancing the importance of supply chain management is known. At the same time, this point of view is further strengthened, through summarizing ZARA supply chain management model.