The Decline and Development Strategy of Fast Fashion

摘要

With the improvement of people's quality of life and aesthetic taste, consumers pay more attention to the quality and comfort of clothing. Fast fashion clothing brand don't have faithful consumers due to its poor fabric, rough workmanship and similar style, although it has firstclass design. This paper analyzes the reasons for the decline of fast fashion clothing brands, and formulates a series of development strategies. Because environmental protection and sustainable development is the trend of clothing industry, fast fashion brands must innovate if they want to depend continuously.