快时尚服装品牌的营销策略研究

Research on Marketing Strategy of Fast Fashion Clothing Brand

伴随着社会经济的发展,人们的消费观念也在不断发展,且生活节奏相较于以往也加快了许多,生活方式和消费观念的改变促使了国内一些国际快时尚品牌的发展,较大程度冲击着本土品牌。以优衣库、ZARA等为代表的快时尚品牌之所以能够在我国占据着较大市场份额,与其独到的营销策略有着不可分割的联系。故此,重点研究市场中成绩显著的快时尚品牌,对于我国服装业发展具有较强的现实意义。

With the development of social economy,people's consumption concept is also constantly developing,and the pace of life has also accelerated a lot compared with the past.The change of lifestyle and consumption concept has promoted the development of some domestic international fast fashion brands,which has a greater impact on the local brands.The fast fashion brands represented by Uniqlo,ZARA,etc.are able to occupy a large market share in our country because of their unique marketing strategies.Therefore,focusing on fast-fashion brands with outstanding performance in the market has strong practical significance for the development of our country's apparel industry.