基于SWOT分析的中国快时尚服装品牌发展策略——以UR品牌为例

近两年,诸多国际快时尚品牌的增长速度放缓或停滞,给国内本土快时尚品牌发展带来了机遇,同时,也留下了诸多思考。文章针对中国快时尚品牌发展,采用SWOT分析法,从国内快时尚品牌的自身优势、劣势以及所处外部环境中存在的机遇和挑战进行详细的分析与总结,并结合实际,分析UR品牌在众多快时尚品牌中取得成功的因素,为中国快时尚服装品牌的发展提供借鉴。

Development strategy of Chinese fast fashion garment brand based on SWOT analysis:taking UR brand as an example

In the past two years,the growth rate of many international fast fashion brands has slowed or stagnated,which has brought opportunities to the development of domestic fast fashion brands,at the same time,it has left a lot of thinking.Aiming at the development of China’s fast fashion brands,this paper uses SWOT analysis method to analyze and summarize the advantages,disadvantages,opportunities and challenges of domestic fast fashion brands.Combined with the reality,it analyzes the success factors of UR brand in many fast fashion brands,so as to provide reference for the development of China’s fast fashion garment brands.