快时尚品牌模式与核心维度

The Core Dimensions and Brand Model of Fast Fashion

通过快时尚与慢时尚、快时尚品牌与慢时尚品牌的对比分析,明确快时尚及快时尚品牌定义及特征,在以业务模式、经营模式、盈利模式、运营模式为服装品牌模式的核心维度,完成对快时尚品牌的内涵界定及品牌模式的综合分析与分类。将指出品牌核心定位点,对品牌模式各个核心维度进行再定位,找到品牌升级与演化路径,为本土快时尚演化提供论基础。

Through analysis the differences between fast fashion and slow fashion and fast fashion brands and slow fashion brand, clear the definition and characteristics of fast fashion and fast fashion brand. By taking business mode, management model, profit mode and operation model as core dimension of fashion brand model, this paper completes connotation definition of fast fashion brands, comprehensive analysis and classification of brand model.This paper indicates that it is necessary to reposition each core dimension of brand model on the basis of core positioning point of brand, find out brand upgrading and evolution path and finally achieve the objective of local fashion brand upgrading.