Pricing Strategy Of Company A Fast Fashion Product Under Background Of Carbon Neutrality

Company A is a world-known fast fashion brand.Founded more than 70years ago,company A has driven the development of Fast fashion industry with the concept of "affordable fashion" and achieved great success.The secret of success in the fast fashion is by capturing the popular trend of fashion core brands,to fulfill the needs of its target customers who has strong demand of fashion pursuit but limited economic power to purchase frequently those from high end core brands,which mainly represented by young people that is willing to trade product quality for fashion in lower prices,thus to generate more and more such kind demand.However,under the background of global carbon neutrality also to be stimulated by the epidemic situation,fast fashion brands must change their original business and product model from high-carbon environmentally consumptive to low-carbon and environmentally friendly.how company A keep up with such changes to adjust its product planning and set up matching pricing/marketing strategy are the main purposes of this thesis.By reviewing the development history of fast fashion,customer perceived value theory and product pricing theory,under the background of global urge carbon neutrality,the value factors of customer perceived price on fast fashion products are summarized,basing on that proposed AHP fuzzy pricing method,with bunch of Company A products from different categories to empirically verify the pricing improvement strategy.The main findings are as follows:First,different products under the same category can be effectively formulated according to the weight ranking of consumer perception factors to build up the product differentiation pricing strategy.Second,the pricing strategy based on consumer perception is a shifting from cost oriented to consumer demand-oriented pricing innovation.Pricing strategy based on consumer perception could set a strong reference significance on the environmentally friendly fast fashion product design and cost control,which will help fast fashion brands continue pursuing the strategic goal of sustainable development.Third,a success of pricing strategy does not depend on any single product or any single pricing,differentiated pricing and dynamic pricing based on consumer perception can improve the overall profit margin.In order to keep pace with the times,consumer perception pricing strategy needs to be regulate according to the supply and demand relationship of the market and the long-term development mechanism of the enterprise.Finally,although the main research content of this paper and the trial and evaluation of the research are carried out on some representative categories of Company A Men’s wear,the success of the research logic and trial result will play an important inspiration and demonstration role to its future sustainable development and pricing strategy improvement of Company A or the whole fast fashion industry.