试论服装行业“快时尚”营销与供应链管理

Discussion on the“Fast Fashion”Marketing and Supply Chain Management in the Clothing Industry

对服装行业营销模式的分析可知,过去的服装营销主要模式为"T台到专柜",这种营销模式周期长、投入大,与快速消费市场具有不适应性。为满足市场的变化,现服装行业出现了"快时尚"实效。这种营销方式打破了传统,实现了服装新品设计的消费品迅速转化,而且这种营销方式在掌握消费者审美和需求方面有突出的价值,因此在当前的服装行业,"快时尚"成为了一种被重点利用的营销方式。基于目前服装产业发展现状分析了"快时尚"营销和供应链管理,这对服装产业的进步与发展具有显著的意义,旨在为实践提供帮助与指导。

By analyzing the marketing model of the clothing industry,the main marketing model in the past clothing marketing is"T to counter",this marketing mode is long cycle,large investment,and is not adaptable to the fast consumer market.In order to meet the changes of the market,the clothing industry has"fast fashion"effect.This way of marketing breaks the tradition and realizes the rapid transformation of consumer goods with new clothing design,and this kind of marketing method has outstanding value in mastering the aesthetic appreciation and needs of consumers.Therefore,"fast fashion"has become a key marketing method in the current clothing industry.Based on the current development situation of fashion industry,the analysis of"fast fashion"marketing and supply chain management is analyzed,which has significant meaning to the progress and development of clothing industry,and aims to provide help and guidance for practice.