The Marketing Strategy For Fast-fashion Chain Business

Along with the economic globalization and the regional integration, the status of the Chinese fashion market is becoming prominent on a global scale. With numerous international fast-fashion chains such as ZARA and UNIQLO, landing on Chinese fashion market, the Chinese domestic garment enterprises are facing different sorts of unprecedented opportunities and challenges.Internationally renowned fast fashion chain ZARA INDITEX Group is a part of Spanish clothing brand. Its sales account for only 30% of the Group’s sales, but the benefits that it created has accounted for about 70% of the whole Group. According to these statistics, ZARA has become the retail store whose efficiency of one square meter is the highest of Chinese clothing market, and its average benefit of a year reached 4,179 euro,3 times more than Chinese domestic garment enterprises. Meanwhile, the popularization of another fashion chain, UNIQLO, also influenced the Chinese, even the world fashion market. From Tokyo to the rest parts of the world, UNIQLO’s magic power likes a virus, affecting the fashion tastes of men, women and children on all continents around world. Forty years ago, the UNIQLO’s name was only known by a few number of people and it was just a local costume retail store, selling suits for the surrounding customers in Japan. But now, it has turned into be an international fast fashion retailer, becoming to the fourth largest fast fashion retailer of world. (just behind ZARA, H&M and GAP)In this paper, the author comprehensive introduces the developments of ZARA and UNIQLO from different perspectives in order to utilize these international fashion retailers as examples to demonstrate the revolution history of international fast-fashion market. By analyzing several cases of both brands, the paper showcases the development history, enterprise culture, and business strategies of ZARA and UNIQLO respectively. Considering the successful marketing experiences of ZARA and UNIQLO, the author deems that the successes of ZARA and UNIQLO depend on their unique marketing strategies and accurate and rapid market response ability. Also, this paper gives advices on how Chinese young fast-fashion company and entrepreneurs should learn from ZARA and UNIQLO. The author expects this paper can assist Chinese domestic garment enterprises and entrepreneurs to find a suitable development path in their own business by combined its own actual situation with these successful experiences. Improving the quantity and quality of domestic garment enterprise is also the purpose of this paper.