Study on Supply Chain Management of UNIQLO——Based on Quick Response

Abstract

With the improvement of living standards, "fast fashion" has become the consumer demand for new clothing. Clothing varieties and new styles both require apparel enterprises to respond quickly to market demand. However, apparel industry supply chain in China's enterprises are facing a slow response issue. Since 2002, many international fast fashion brand began to enter the Chinese clothing market, these fast fashion clothing brand take a unique marketing strategy, bring a different experience to our customers, it makes our clothing brand in a disadvantage position. As an excellent fast fashion clothing brand ,UNIQLO shop is the largest number of fast fashion brand in China, it makes huge development in China, achieved considerable economic benefits, and it depends on the unique marketing strategy. Therefore, this paper will take UNIQLO as an example to analyze its quick response strategy so as to build the suitable enterprise's marketing strategies to avoid blindly follow the fast fashion brand marketing strategy.