A Preliminary Study About The Development Strategy Of Fast Fashion Brands In China

Fast fashion appeared in mid-nineteenth century after American economic crisis,and has gradually grown spanning three centuries. With the situation that the supplyand demand in clothing market dominated by sellers slowly changing, meeting thedemand of consumers has become which the brand’s foothold in, fast fashion was alsochanged to take mass customization into a primary goal of business model. TodayChina domestic income structure polarization serious. The Social structure is M-typestructure. Public consumption also showed a Z-shaped structure, that is, from veryexpensive to inexpensive fast over. The M-type society is a direct result of fastfashion brand’s rise which is cheap, fashion, style and fast changing. With China’srapid economic development, opening up, so many outstanding foreign brands intothe Chinese market, the market competition in China’s fast-fashion industryintensified price competition from the original into a single style, fashion, salesenvironment, supply chain and other new competitive combination of factors. How tobreak the siege under such fierce competition for Chinese enterprises?The author reads and learn the excellent articles related to fast fashion brands athome and abroad, from a dialectical perspective. On the selection of the successfulfast fashion brand ZARA and casual wear from the leading brands of domesticMeters/bonwe, the author conducted in-depth case studies and market comparison.Fast fashion model in pursuit of long-tail effect, which emphasizes "personalized","customer power" and "small profit big market". When fully grasp the demands ofconsumers and brand design, production, promotion, logistics, terminals and othersteps can keep up with these demands, when a lot of customization to achieve the goal,then all of the niche markets add up on will form a bigger market than the masspopular market. Know your enemy and know yourself. Through the contrast can bedrawn from the direction of the development of fast fashion brand in China.Chinese garment enterprises need to accelerate the integration of their value chain, drawing ZARA successful business model, as distinct from general brand as thecore of collaborative supply chain works to create with its own characteristics,"Chinese fast fashion model." Combining with the actual, to our country developingfast fashion brand strategy put forward practical Suggestions, from productdevelopment steps and to highlight any inventory turnover issues. Companies such asMeters/bonwe can draw on the experience of international business success,combined with its own conditions to innovation, so as to solve today’s companies faceinventory, supply chain management problems, to infuse more vitality and powerdevelopment.