Tianjin Fast Fashion Clothing Market Research And Consumer Behavior Analysis

With the rapid development of the economy and the continuous increase of the material conditions,in addition to meeting the basic physiological needs of people to keep out the cold,consumers pay more attention to their inner feelings and whether the apparel can reflect their values and demonstrate their individuality.In the recent ten years,fast fashion market develops rapidly,and a large number of international fast fashion brands have rapidly poured into the Chinese fashion market and have occupied a large share of the market.Due to the fast fashion brand in China established later than other country,it is still stay in the early development stage and the marketing strategy is premature.Therefore,the development of local fast fashion clothing brand faces severe tests.In order to provide suggestions to the development of local fast fashion brands and to improve their market share.Based on the fast fashion market in Tianjin,this paper analyzed the current situation of fast fashion clothing market in Tianjin by discussing the basic theory of the market,regular research for the representive fast fashion brands and the consumers' questionnaires.In addition,through the analysis and the impact on consumer behavior of the existing display and promotional mathod of the fast fashion brand in Tianjin,it will provides the formulation and promotion of local fast fashion brands,such as the positioning of target consumers and the long-term development of brands.Through long-term survey of stores,found that although the fast fashion brands of Tianjin clothing market have a large market share,most of them are international fast fashion brands,and local fast fashion brands are few.And from the popularity of consumers and sales,local fast fashion is significantly lower than the international fast fashion brand.After comparative analysis of China fast fashion and abroadfast fashion,concluded that there are some main shortcomings existing in the current fast fashion brand in local brand,for example,brand positioning is not clear,blind imitation of foreign fast fashion model,the lack of efficient supply chain,the lack of innovation in design,pricing strategy errors;Throught the investagation and comparision of four fast-fashion clothing brands UNIQLO,H&M,ZARA and ME&CITY in Tianjin,and comparative analysis of display mathods and promotion mathods,and summarize the emphasis strengths and weaknesses of each brand display and promotion strategy;According to the questionnaire of consumer groupsfor Tianjin fast fashion marke,the parper mastered the consumer behavior habits and psychological needs,the shopping frequency,brand preference and purchase channel of the consumers,and we have mastered the display ways and promotional strategies that can affect consumers' purchase decisions.According to the above,the paper gave the marketing management strateqies to improve the fasr fashion clothing brands by combing the influence of consumer behavior factors.