摘 要随着社会与经济地不断发展，人们越来越注重自己的穿衣打扮，当下生活节奏逐步加快，快时尚服饰品牌成为人们的穿搭首选之一，在服装市场上占据重要位置。中国具有众多人口且年轻人观念潮流，无疑成为快时尚服饰品牌强有力的潜在消费者。然而纵观国内快时尚服饰品牌市场，占据市场龙头的几乎全为国外品牌，本土快时尚服饰品牌虽有发展但进度迟缓，尚未形成一定的品牌特色，知名度及其美誉度都相对较低且国内对于快时尚服饰品牌的相关理论研究也相对匮乏。因此本文将在前人研究的基础，对快时尚、品牌、差异化策略等进行更深入的研究，在掌握快时尚相关概念的基础上，进一步探究国际快时尚品牌的经营模式及营销策略，分析其成功经营的关键，为国内快时尚服饰品牌的经营提供一定借鉴。关键词：快时尚；差异化；营销策略1AbstractWith the continuous development of society and economy, People are paying more and more attention to their dressing, and the pace of life is gradually accelerating. Fast fashion apparel brands have become one of the first choices for people to wear and take an important position in the apparel market. China has a large population and young people's conceptual trends, and it is undoubtedly a strong potential consumer of fast fashion apparel brands. However, looking at the domestic fast-fashion apparel brand market, almost all foreign brands occupy the leading position in the market. Although local fast-fashion apparel brands have developed but the progress is slow, certain brand characteristics have not yet been formed, and their popularity and reputation are relatively low and the relevant theoretical research on fast fashion apparel brands in China is also relatively lacking. Therefore, this article will conduct a more in-depth study on fast fashion, brand, differentiation strategy, etc. on the basis of previous studies, on the basis of grasping the relevant concepts of fast fashion, further explore the business model and m...
