Abstract
Fast fashion brands and sustainable fashion play different roles in today's fashion market. While fast fashion brands are favored by a wide range of consumers for their quick responsiveness, fashion following, and affordable prices, sustainable fashion brands focus on environmental friendliness, social responsibility, and transparency. In this paper, we will explore the differences between these two types of fashion brands by comparing them in terms of market segmentation and product differentiation. Through a case study approach, the paper will delve into the strategies and practices of several brands to reveal how they differ in terms of market segmentation and product differentiation. This will help to better understand the business models, strengths, weaknesses, and risks faced by fast fashion and sustainable fashion, as well as their roles in meeting different consumer needs and setting fashion trends. Through such a comparative analysis, companies can better recognize the characteristics and trends of fast fashion and sustainable fashion and thus make informed choices in the fashion market.
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