后疫情时代快时尚品牌的核心竞争力提升研究

Research on the Enhancement of Core Competitiveness of Fast Fashion Brands in the Post-pandemic Era

新冠疫情的爆发,扰乱了世界的经济秩序,对中国消费市场造成了严重冲击,无形中影响了消费者的消费心理和消费偏好,进而引发消费行为转变。后疫情时代,为应对消费市场的转变快时尚企业积极面对,运用科技手段进行产业升级,实现高质量发展,形成消费者新的需求增长点。本文借鉴国内外优质快时尚企业的发展模式,总结经验,继而为中国本土企业在重重压力下实现可持续发展,提升品牌核心竞争力提供借鉴。

The outbreak of the epidemic has disrupted the economic order of the world,caused a serious impact on the Chinese consumer market,and invisibly aff ected the consumers’psychology and preferences,which in turn led to changes in consumer behavior.In the post-pandemic era,in order to cope with the transformation of the consumer market,fast fashion companies actively face it,use scientifi c and technological means to upgrade the industry,achieve high-quality development,and form a new growth point for consumers’demands.This study draws on the development model of high-quality fast fashion enterprises at home and abroad,summarizes the experience,and then better makes Chinese local enterprises achieve sustainable development under heavy pressure and provides reference for enhancing the core competitiveness of brands.