Study On The Development Strategy Of X Apparel (Lingerie) Company

With the development of the economy, more and more apparel companies have entered into the fast fashion apparel industry, it has become increasingly competitive. Therefore, the companies try to use competitive pricing strategies and run intensive marketing campaigns in order to maintain market share. The fast fashion model was pioneered by Inditex, and deviates from the norm of the fashion industry's traditional model of seasonal clothing lines, manufactured by subcontractors months in advance. Consumers now expect new fashion quicker and this strategy has given fast fashion companies a competitive edge over their competitors.X Apparel(Lingerie) Company is a traditional apparel company with the product structure of 70% lingerie and underwear, 10% leisure wear and 20% casual wear. But in the trend of retail apparel market development of increasing specialization and customer demand of improving environment, X Apparel(Lingerie) Company's original characteristics of focusing on market is unable to quickly open the market in the field, with the appearing of problems of slow development.Based on the subject, “survival and development of X Apparel(Lingerie) Company”, the thesis gives a deep analysis in simple terms on how an enterprise can achieve long-term development, under related strategy theories like strategic management of enterprises. The thesis begins with the analyses of the macro-environment(PEST Analysis) and the industry environment the company faces, as well as the company's current resources and competence, and reveals the company's strengths, weaknesses, challenges and threats. On the ground of all the analyses above, development strategies matched with X Company and concrete strategic goals are formulated for the company in the thesis. It is followed by relevant policy suggestions on the strategy development of X Apparel(Lingerie) Company based on its specific situation.The current demand growth of Chinese apparel market is becoming increasingly centered on fast fashion trends. Fast fashion retailers are filling the gap in the market for consumers those who want to wear fashionable clothing but cannot afford luxury items. By changing their offering quickly, companies can create scarcity value, leading customers to visit stores more often. Even as luxury brands such as Gucci and Burberry have reported slower growth in markets such as China, fast fashion retails brands such as Zara/ Inditex, H&M, GAP and Uniqlo(part of Fast Retailing) are set to expand further in China in order to capture a market that blurs the distinction between mid-market apparel and low-end luxury.This paper puts forward the view that in order to promote the brand image and help adjust the development strategy of the X Apparel(Lingerie) Company to establish continuing development mode, producing variety products for core customers.It aims to give some advice and guidance to the improvement of overall competitiveness and realization of sustainable development of X Company. The paper is also expected to give some inspiration to other traditional apparel companies for joint efforts in the future formulation of apparel market.