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

Research Article
Open access

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

Yuxuan Han 1*
  • 1 Hebei Normal University    
  • *corresponding author hanyuxuan20010131@163.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/18/20230088
AEMPS Vol.18
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-79-9
ISBN (Online): 978-1-915371-80-5

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.

Keywords:

clothing brands, fast fashion, marketing strategies, URBAN REVIVO

Han,Y. (2023). Research on Marketing Strategy of Fast Fashion Brand--Taking URBAN REVIVO as an Example. Advances in Economics, Management and Political Sciences,18,300-305.
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References

[1]. Long, X.Y., Nasiry, J.: Sustainability in the Fast Fashion Industry [J]. Manufacturing &Amp; Service Operations Management (2022).

[2]. Rao, P.J.: On "Fast Fashion" Marketing and Supply Chain Management in Clothing Industry [J]. Heilongjiang Textile (03), 39-41 (2021).

[3]. Lv, P.Q., Li, R.: The Development Strategy of China Fast Fashion Clothing Brand Based on SWOT Analysis -- Taking UR Brand as an Example [J]. Textile Report 40(02), 34-35 (2021).

[4]. Rao, X.: Research on Marketing Strategy of Fast Fashion Clothing Brand [J]. Shandong Textile Economy (08), 33-35 (2020).

[5]. Zhang, Z.N.: Research on Marketing Strategies of Ecological Environment of East Asian Fast Fashion Brands [J]. Journal of Environmental Protection and Ecology 21(6), (2020).

[6]. Yu, M.: Discussion on the Development of "Fast Fashion" [J]. Modern Business Trade Industry 40(12), 74 (2019).

[7]. Han, S.M.: A Study on Brand Cognition and Consumption Habits of Fast Fashion [J]. Mall Modernization (9), 13-15 (2021).

[8]. Dong, X.M.: Research on Marketing Strategy of Fast Fashion Clothing Brand [J]. Science and Wealth (12), 175,193 (2020).

[9]. Zhu, S.N, Gong, J.P.: Slow Design Concept and "Fast Fashion" Clothing Context [J]. Journal of Fashion 4(5), 435-439 (2019).

[10]. Cheng, Q.: Research on Supply Chain of Fast Fashion Brand under New Media Environment [J]. Modern Marketing (5), 106-107 (2020).

Cite this article

Han,Y. (2023). Research on Marketing Strategy of Fast Fashion Brand--Taking URBAN REVIVO as an Example. Advances in Economics, Management and Political Sciences,18,300-305.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

ISBN：978-1-915371-79-9(Print) / 978-1-915371-80-5(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.icmred.org/
Conference date: 28 April 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.18
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Long, X.Y., Nasiry, J.: Sustainability in the Fast Fashion Industry [J]. Manufacturing &Amp; Service Operations Management (2022).

[2]. Rao, P.J.: On "Fast Fashion" Marketing and Supply Chain Management in Clothing Industry [J]. Heilongjiang Textile (03), 39-41 (2021).

[3]. Lv, P.Q., Li, R.: The Development Strategy of China Fast Fashion Clothing Brand Based on SWOT Analysis -- Taking UR Brand as an Example [J]. Textile Report 40(02), 34-35 (2021).

[4]. Rao, X.: Research on Marketing Strategy of Fast Fashion Clothing Brand [J]. Shandong Textile Economy (08), 33-35 (2020).

[5]. Zhang, Z.N.: Research on Marketing Strategies of Ecological Environment of East Asian Fast Fashion Brands [J]. Journal of Environmental Protection and Ecology 21(6), (2020).

[6]. Yu, M.: Discussion on the Development of "Fast Fashion" [J]. Modern Business Trade Industry 40(12), 74 (2019).

[7]. Han, S.M.: A Study on Brand Cognition and Consumption Habits of Fast Fashion [J]. Mall Modernization (9), 13-15 (2021).

[8]. Dong, X.M.: Research on Marketing Strategy of Fast Fashion Clothing Brand [J]. Science and Wealth (12), 175,193 (2020).

[9]. Zhu, S.N, Gong, J.P.: Slow Design Concept and "Fast Fashion" Clothing Context [J]. Journal of Fashion 4(5), 435-439 (2019).

[10]. Cheng, Q.: Research on Supply Chain of Fast Fashion Brand under New Media Environment [J]. Modern Marketing (5), 106-107 (2020).

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