Research on Marketing Strategy of Fast Fashion Brand--Taking URBAN REVIVO as an Example

Abstract

In modern society where the pace of life is increasingly fast, people's demand for clothing reflects their pursuit of speed. The resulting fast fashion clothing industry breaks the traditional marketing mode and develops rapidly, realizing the rapid transformation of consumer goods in the design of new clothing products. Therefore, in the current clothing industry, "fast fashion" has become a marketing method that is mainly used. Based on the current development situation of the clothing industry, this paper takes URBAN REVIVO, one of the most successful local brands in recent years in China, as an example to analyze and compare the marketing strategies of the clothing fast fashion brand by using marketing models, so as to provide help and guidance for the practice of "fast fashion" clothing industry. Conclusions can be drawn that, under the guidance of STP theory, URBAN REVIVO has made differentiated and accurate market positioning and has achieved good development. From the perspective of 4P theory, URBAN REVIVO 's success lies in its product strategy of more styles, less quantity, its price strategy of parity, its efficient channel strategy, as well as its less-discount promotion strategy.