Development Of China’s Domestic Clothing Brand In The Fast Fashion Concept

The rapid rise of fast fashion brand，The high-end luxury brands and popularbrands of the boundaries are blurred.However, present fast fashion as a kindof new mode or in a popular style, how mean on the development of China’sclothing? Factors of foreign fast fashion brand, analyzes its presentsituation and problems of fast fashion, in the view of consumption and livingenvironment has the characteristics of China’s development, provide thetheoretical basis for the in-state local clothing brand, more helpful to themodern Chinese clothing brand to find the right path of development, is thethe starting point of thesis writing.Based on the combination of theory and case discussion, collect relevantdata research, analysis of the status quo of the subject. Through marketresearch, consumer and professional dialogue, using questionnaire,systematically collected earlier, analysis and Research on the topic.Referring to the research results of experts, scholars, comprehensiveanalysis, comparison, induction of fast fashion the basic concept and fastfashion brand development, causes and laws of successful models and keyfactors. For the subject selection of two specific, the representative caseobject: international fast fashion brand ZARA and native Chinese clothingbrand MECITY, detailed and in-depth case analysis and research. At the sametime, combining the concrete case my practice, doing research and furtherdiscussion on the fast fashion brand in China’s development problems, andtry to put forward ideas of localization development of fast fashion.