The Competitiveness Resarch Of The Domestic Women’s Brand On “Fast Fashion” Market

This article is based on the comprehensive analysis how the domestic"fast fashion"women’s clothing brands break through the international women’s clothing brands’market impact.Since the begin of 21^st century,a large number of international women’s clothing brands have entered the first and second-tier city markets.It took a heavy blow and huge impact on the China domestic women’s clothing industry market share.Firstly,this paper elaborates the background of domestic and foreign garment industry which through macro-environment analysis.It introduces the current"fast fashion"women’s clothing brands’industry as a whole view,and studies the development trend in the future.This research paper will have significance reference for the development planning of domestic“fast fashion”garment industry.Secondly,this paper takes marketing theory,industrial competitiveness theory,consumer behavior theory as the theoretical support system.And it combines the enterprise’brand model and brand’s position to analyze the current“fast fashion”status which stands at the forefront of domestic and international brands.Competition in the local Chinese garment industry has formed a new situation.How to use of the huge domestic market and the development of scientific technological to rapidly increase the market share of the domestic brands,improve the overall consumer satisfaction and loyalty has become the key point to the successful transformation of the domestic garment industry.Finally,this paper also through the questionnaire,statistical analysis of domestic women consumers on the"fast fashion"brands consumption preference analysis,it provides some reference data basis for the final conclusion of this paper.This paper compares and analyzes some key data and draws a conclusion from the perspective of product development,sales channels,promotion methods,enterprise operation,international layout on how to improve the domestic“fast fashion”women’s clothing brands’local competitiveness.This paper takes reference to how to develop and improve the market competitiveness of domestic"fast fashion"women’s clothing brands.Meanwhile,it also provides some relevant suggestions for the development direction of"fast fashion"retail fashion industry（besides clothing）.