Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 36 , 10 November 2023
Open
Access | Article
Fast but Slow: Analysis of Fast Fashion Development Path from the Consumer Perspective
* Author to whom correspondence should be addressed.
Abstract
In recent years, the fast fashion industry as a whole has been on a downward trend. In China, although the fast fashion industry occupies a large market share, the consumption behavior of the main consumers of the fast fashion industry is changing because of the transformation of consumer perceptions and the rise of the Internet and e-commerce. And this will subconsciously affect the sales of fast fashion brands. Therefore, it is important to explore the sustainable development path of the fast fashion industry and new marketing models for the future development of this industry. This essay examines the benefits and drawbacks of this business model from the perspective of the fast fashion industry's present state of development. This article also analyzes the key consumers of the fast fashion industry's products today and the effects of the industry on its customers. By listing the established marketing strategies of the fast fashion industry, the future direction of the industry's development is extended and analyzed.
Keywords
fast fashion, consumers, marketing strategy, sustainable development
References
1. Su, J., and Chang, A. (2018). Factors affecting college students' brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail & Distribution Management, 46(1), 90-107.
2. Kim, J., Park, J., and Glovinsky, P. L. (2018). Customer involvement, fashion consciousness, and loyalty for fast-fashion retailers. Journal of Fashion Marketing and Management, 22(3), 301-316.
3. He, SY. (2022). Research on the development strategy of fast fashion brands based on consumer preferences. Wuhan Textile University. DOI:10.27698/d.cnki.gwhxj.2022.000497.
4. Chen, YH. (2020). The survival strategy of the fast fashion industry under the sustainable development trend. Textile Reports, 39(12), 29-30.
5. He, LL. (2015). Analysis of the current situation, trends and development strategies of "fast fashion" in China and abroad. Marketing Research, 11, 22-24.
6. Zhang, J. (2023). Reflections on the issue of fast fashion clothing and its sustainable development. West Leather, 45(06), 48-50.
7. Kotler, P., and Armstrong, G. (2020),' Principles of Marketing', 17ed
8. Liu, B. (2019). Materialism, environmental awareness and the consumer logic of fast fashion brands. Human Geography, 34(01), 99-105.
9. Ma, DL. (2022). Research on young consumers' consumption concepts and related marketing strategies. Business Culture, .529(04), 56-57.
10. Peng, YC. (2021). Study on UNIQLO's brand marketing strategy in China. Xinjiang University of Finance and Economics. DOI:10.27428/d.cnki.gxcjc.2021.000022.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-093-6
- ISBN (Online)
- 978-1-83558-094-3
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/36/20231788
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited