Fast Fashion Fast Fashion.docVIP

 PAGE \* MERGEFORMAT 7 Fast Fashion Fast Fashion Chinese Fast Fashion Chinese people’s fashion consumer behavior is a strong will to fashion-oriented, the less fashion-based knowledge and accomplishment to achieve. China fashion driven mainly by commercial power and influence, typical of commercial fashion. ■ text / reporter a dispatch from Shanghai Ying ‘China’s urban fashion consumption, change of speed is the world’s fastest. ‘Yuan Yue, chairman of Horizon Research Consultancy Group, thinks so. Two years ago, the fashion media group and the Horizon Research Consultancy Group jointly launched a ‘fashion Index study of Chinese urban residents’ reports. The report notes that fast fashion has become fashionable in China’s most prominent features. For the characteristics of fast fashion, Fashion Media Group Business Development, Wu Yunfeng, director of research said: ‘vertical embodied in the product has a low brand loyalty; horizontal expressed as the product of the favorability of short duration, low utilization. ‘ Fast Fashion in China Why are there fast fashion in China? For this problem, WANG Yun-feng has done a thorough analysis. First of all, Chinese culture clearly have an open nature and characteristics of strong open faster fashion appeared to offer the prerequisites. Because it has a strong opening, the Chinese are more receptive to emerging new things and ideas; new products, new brands, people are willing to try or own, so as to provide China the phenomenon of fast fashion one of the most important pre - conditions. Secondly, from the perspective of social psychology, fashion consumer is more trendy, more capable people, often seen with a higher social status. The relatively low social status are more yearning has a relatively higher social status. Which has a new, next-generation products or have just listed, were considered to be an emerging way of identity and social status. Therefore, there will be a grass is always greener consumer atti