The Exploration Of Fast Fashion Marketing Model Of Belle International

Over the last three decades, the environment of market has dramatically changed. Such rapid change forced retailers improving their designs and qualities, pursing lower production cost in order to maintain the maximum profit under cruel market competition. Nowadays, fast fashion marketing strategy is one of the most successful business models, so first the definition of fast fashion and its business model have been introduced, and then several successful brand cases along with characteristics of fast fashion business model and the constituent elements are also analyzed in the thesis. Based on the analysis business model, market development environment of Belle International Holdings Limited and its subsidiary company 15mins, several problems existing in 15mins’s marketing model have been found. By using strengths, weaknesses, opportunities and threats(SWOT) analysis, the related factors of the internal and external environment has been identified, and then the analytic chierarchy process(AHP)was used into SWOT analysis to determine the importance of the factors and the total sorts which combine the qualitative analysis and quantitative analysis, the priority of each element of the comparison and calculation. Finally, through the analysis of the results enterprise’s future development direction has been determined. According to current situation of enterprises, some marketing strategies have been adjusted including the open marketing channel, store image upgrade, product pricing strategy, consumer communication and process optimization.