Research On The Consumption Behavior Of Fast Fashion Apparel In The 1980s Based On The Howard-Sheth Model

In recent years,fast fashion apparel brands have risen rapidly in the process of economic globalization.Some of the world's famous fast fashion brands have developed rapidly in the world.they have gradually occupied the world's clothing market.With the improvement of its own competitiveness,fast fashion brands have spread all over the world in a short period of time and have shaken the development of the entire apparel industry.With the rapid development of China's economy,many influential fast fashion brands have accelerated their entry into the Chinese market and have achieved remarkable results at an alarming rate.This has caused powerful impact on China's traditional clothing industry.Domestic garment companies have borrowed from and learned from the marketing strategies and development experience of fast fashion brands,accelerated their transformation and upgrading,and gradually emerged a great number of domestic fast fashion brands in the apparel market.In the increasingly fierce market competition,if domestic fast-fashion apparel companies want to catch up with other competing brands and occupy a place in the consumer market.They must accurately target the target consumer groups of fast fashion apparel,and carefully understand and grasp the target groups.Consumption habits and a series of consumer behaviors.This article introduces and analyzes the development trend and current situation of fast fashion brands.It combs the relevant theories of consumer behavior,reviews the development history of foreign consumer behavior,and summarizes some of the domestic and foreign clothing consumer behavior research.Through analysis of the lifestyle and consumer behavior of this consumer group after the 1980 s,based on the Howard-Xie Si model,a new model of domestic fast fashion apparel consumer behavior was established.Taking fast fashion apparel as the target market,selecing six international fast fashion brands as the scope of empirical research,and taking the group after the 1980 s as the research subject.Then,Desiging related questionnaires and developing quantitative research scales.Useing positivism research methods and SPSS 21.0 statistical software to conduct statistical analysis and draw the empirical research conclusions.The research conclusions mainly include the consumption subject,the influencing factors of fast fashion consumer behavior,and the motives of fast fashion consumption,which verifies the accuracy of the new model.At last,it sums up the characteristics of fast fashion apparel consumption behavior.At the same time,it proposes favorable marketing strategies for domestic fast fashion apparel companies.