Research On The Marketing Strategy Of Fast Fashion

China,which has a population of 1.4 billion,has very large clothing demand.In the era of ever-accelerating pace of life,consumers are increasingly demanding for fast fashion brands.Fast fashion brands have rapidly expanded in China.The most obvious manifestation is fast fashion.Net sales and offline store sales increased year by year.Among them,Uniqlo is the earliest one in China with the most stores and sales.In contrast,China's domestic fast-fashion companies start relatively late.Understanding the marketing strategies of Uniqlo will help domestic fast-fashion companies develop.Therefore,this paper analyzes its marketing strategy and provides reference for domestic ones.This article uses marketing theory with qualitative research and quantitative research,and analyzes the marketing strategy of Uniqlo in China including market orientation,product strategy,price strategy,channel strategy,and promotion strategy.The comparative analysis method was used to compare the main competitors ZARA and H&M from the above aspects,and the comparative conclusions were verified and corrected by questionnaire survey.Compared with other fast fashion brands,the uniqueness of Uniqlo's marketing strategy lies in: unique market positioning which is easier to enter consumers' minds;product strategy which focuses on technological elements;price strategy which is obvious;place strategy which offer online and offline channels divert from each other;and promotions strategy which focuses on localization.These are very important references for the development of local fashion brands.Local fast fashion brands need to clear position first and choose the right positioning method.Secondly,their product strategies need to emphasize differentiation with competitors and gradually expand differentiation.Thirdly,their pricing strategies need to be based on consumer psychology and change flexibly.,their channel strategies should focus on offline Site selection,online diversion.Last but not least,their promotional strategies should be gradually popularized.