He Fashion Market Today Is Highly Competitive

The Fashion Market today is highly competitive. Besides clothes being a protection to body, customers concern more about the product design, quality, price and the update market trend. Fast fashion market become a new wave to the fashion industry and made the market trend changes more frequently. Fashion is low predictable, high impulse buying, fickleness, shorter life cycle, and high volatility of market demand. (Fernie & Sparks 2004)(Bhardwaj and Fairhurst 2009). Some fashion companies choose fast fashion as their marketing strategy by making their clothes designed and manufactured quicker and cheaper, they tend to put their products on shelves in as fast as possible time, so that the potential buyer can buy their clothes with update trend style in a lower price. However, different fast fashion Companies would also have different business concept.

H&M : Fashion and quality at the best price in a sustainable way. [n.d.]

Uniqlo : offers high-quality casualwear at reasonable prices, and products that other companies can't. [n.d.]

ZARA : offer products of the highest quality to all its customers at the same time as striving to develop a business that is sustainable. [n.d.]

Fast fashion also meaning “Fast, fast & fast”, There is usually 4 season per year in a typical fashion market, but fast fashion market usually will change the season twice a month, therefore 24 seasons in a year, it’s hard to imagine how short of the product slotting time. Moreover, besides “Fast”, the other characteristics of fast fashion are “Low Price” and “Less Production Quantity”.

On the competition of price and time, product life cycles are continuing being shorten, while demand will be more difficult to predict. the competition between companies are being more intensify, and the product generation change in a severely quick time, the profitability of new products will significantly decreased. Also, by the quick development of B2B & B2C e-commerce, the global supply chains develop quickly, the shipment cost between states or countries being decreased. Moreover, many customers are not satisfied for only a general product, they need the products which are innovative, personalized, with sense of prestige; they may also eager to join the product design. Besides that, Internet sales also make change of customers’ buying habits. In the structural instability of the competitive environment, enterprises cannot only rely on their internal resources, decision about raw materials must be taken long in advance to give response to the market and still remain the most risky part of agile supply chain (LI 2009). Clothes nowadays are not only a protection to human body but also representing customers’ personal style and personality appearance. In order to meet customer’s needs and to make profits. Forecasting