A Study of Marketing Models of Fast Fashion Brand

A study of Marketing

Models of Fast Fashion Brand

A Thesis Presented to the

Faculty of Binhai School of Foreign Affairs

Tianjin Foreign Studies University

In Partial Fulfillment

Of the Requirements for the Degree

Bachelor of Arts

By

Jiang Yun

December, 2016

Contents

Abstract(in Chinese) I

Abstract(in English) II

I. Introduction 1

II. Literature review 2

2.1 The definition of Fast fashion 3

2.2 The development of the Fast Fashion 6

III.The marketing strategy of Fast Fashion 7

3.1 The characteristics of Fast Fashion 8

3.1.1 Low-cost and quickly-made 9

3.1.2 Follower the latest vogue and fashion 10

3.2 The marketing strategy of Fast Fashion 11

3.2.1 Race agaist time,and to win fast 12

3.2.2 Change along with fashions…………………………………….…………13

3.2.3 High cost performance 14

3.2.4 Suitable for all ages of consumers …………………………………………………………..15

3.3 An analysis on Marketing Models of Fast Fashion Brand 16

3.3.1 Product strategy with a large majority of styles 17

3.3.2 High-quality low-cost marketing strategies 18

3.3.3 Multi-channel promotion strategy 19

IV. The advantages and disadvantages of the Fast fashion industry……………………...…………………………….……………….20

4.1 The advantages of the fast fashion…………………………...………………….21