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Zhang, F. (2014) Research on Marketing Strategy of Fast Fashion Garment Brand— Take ZARA as an Example. Guangdong Foreign Language University of Foreign Trade, Guangzhou.

has been cited by the following article:

• TITLE: Performance Analysis of China’s Fast Fashion Clothing Market Based on SCP Model

  AUTHORS: Lu Ge, Xuran Sun, Chenggang Li

  KEYWORDS: Fast Fashion Clothing, SCP Paradigm, Structure, Conduct, Performance

  JOURNAL NAME: Open Journal of Business and Management, Vol.7 No.1, December 19, 2018

  ABSTRACT: China’s fast fashion clothing market is dominated by Uniqlo, ZARA and H & M, supplemented by other fast fashion clothing brands. This paper uses SCP paradigm to analyze the fast fashion brands in China’s clothing market. By dividing the market structure of China’s fast fashion clothing, it is concluded that the market structure of China’s fast fashion clothing is oligopoly III, and the cost oriented price behavior of enterprises in the oligopoly market struc-ture is analyzed. In order to analyze the market performance of China’s fast fashion clothing market, digital non-price behavior and organizational ad-justment behavior of increasing the number of stores are used to analyze the market performance of China’s fast fashion clothing market.