The Study Of Apparel Merchandising Based On The Theory Of Fast Fashion

Nowadays, as information technology advances and the wealth of material grows; traditional clothing brand management method has undergone profound changes. Some clothing brands got more and more popular because they meet the changing needs of consumers through the introduction of "fast","variety","cheap" and "rare" fast fashion model featuring in the competition in the market. However, the pattern of operations runs in the domestic market a short period and it is not yet mature, so some brands have some problems to be resolved like the product development cycle is too long, cash flow is not stable, style design is not reliable and other issues. Apparel merchandising combines the brand construction, design, production and marketing strategy together. These factors which have consistent aim and coordinated operation realize the optimum combination. So merchandising is the core competitiveness of the brand.In this paper, based on extensive literature research, expert interview, empirical research, and participating in apparel industry program, we put forward a suitable model for the enterprise to transformation to the fast fashion brand, which is a reference for the another enterprises.(1) This paper reviewed the theories of fast fashion and apparel merchandising, trying to find a way to combine them with each other. The features of fast fashion brand merchandising process was summarized through first and second hand data collection and analysis of ZARA, C&A, Pacific Birds and other typical fast fashion brands. All the work paved the way for optimizing C brand apparel merchandising process.(2) In order to put forward reasonable suggestions to C brand, this paper, through expert interview and brand research, analytic the application status of apparel merchandising and the influencing factors on the transformation to fast fashion brand. Making these factors to be the focus of later study of the optimization.(3) By participating in C enterprise case, carding the merchandising process, and combining with C brand consumer survey analysis, this paper put forward its problems. Guided by the concept of fast fashion, an optimization mode of merchandising process was designed to shorten the product development cycle and strengthen the fashion design ability...