Fast Fashion Brand Marketing Strategy Analysis And Enlightenment On Clothing Enterprise In Our Country

In recent years, depending on its unique marketing strategy, business of fast fashiondeveloped rapidly all around the world, some companies which engaged in the fast fashionbusiness have achieved impressive sales performance and got a global business expansion.Obviously, the fast fashion business has become one of the most valuable field of thewhole apparel industry, take a part in the fast fashion business also became a ideal choiceof the apparel companies to developing fast and make good sales performance. China is abig country of apparel manufacturing, but lack of the apparel brands which have highvalue-added, the level of whole apparel industry is still very low, apparel companies needto enhance their competitiveness as soon as possible and create the apparel brand whichwelcomed by the market. For the above reasons, author selected two international fastfashion apparel brands which have recognized widely in the world and both of them has itsown unique marketing strategy—Uniqlo and ZARA to research, and described the generalbusiness model of fast fashion apparel company through analysis and comparison themarketing strategy of the two fast fashion apparel brands which have been referred before,then put forward some suggestions to Chinese apparel companies which interested in thefast fashion apparel business.This paper adopted the method of case study, analyzed the marketing strategy ofUniqlo and ZARA in detail at first, and summarized the similarities and differences ofthose strategies, then summarized the operation mode of fast fashion apparel brand—integrated the design, manufacturing and sales, and give my own suggestions to ourChinese apparel companies based on the conclusion, I suggest our companies to establishthe connotation of brand, improve the design level and strengthen the ability of quickresponse and cost control.