Fast but Slow: Analysis of Fast Fashion Development Path from the Consumer Perspective

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.