| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 101 === Abstract
In 2011, the leader of Fast Fashion industry, the Spanish clothing brand Zara, opened the first store in Taiwan, which made a hit in Taiwan Fashion market. And the public widely discussed the term” fast fashion.” The other brand, the news reported that H&; M also planned to enter in Taiwan market also arouse a huge wave of discussion. These two brands, Zara and H&; M, are the only two brands ranking in the top 50 of Interbrand, and the founders of two brands are the richest men respectively in Spain and Swiss land. Moreover, the scope of the groups, which these two men respectively founded, are widely spread, and there are thousands of store in every corner of the world.
The purpose of this research is to discuss the clothing industry, which people once thought it as declining industry, can be so successful in the case of Zara and H&; M. First, the research analyzes the difference of traditional clothing industry and Fast Fashion industry; furthermore, through the analysis of the strategic positioning, business model, competitive advantage, it is able to reveal the successful factors of Fast Fashion industry, and the result hopefully give other clothing companies some recommendation.
Using secondary analysis to analyze two cases of Zara and H&; M, the following is the result
1. Specifically positioning the target market and offer affordable and preferring fashionable products to offer.
2. Strengthening the ability of design. Customers prefer the products of fashion design; in order to fulfill the need of customer, providing the products design consistent with the trend of international bouquet brands.
3. The fashion is a fad. Speeding up the response to the market and shorten the lead time.
4. The store is not only for selling clothes and also a marketing strategy to attract more customers.
5. Providing less amount but more designing patterns, the above average quality of products and the affordable price to attract more people to buy.
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