Rapid and Continuous Flow of New Product in Hong Kong Fashion Industry through Quick Response Strategy

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In the past, fashion is only about primary needs, simply be worn to cover human bodies. Yet, these days, fashion is about change and lifestyle gently interconnected with timelines and seasons. It is spurred by new style and imaginative plans, and likewise conveys a feeling of uniqueness and distinctiveness, which is dangerous and can offer fewer profits for the apparel’s retailers if they can not fulfill the consumer’s recent needs and wants (Jackson and Shaw 2006). Hence, due to responding the consumer behavior of fashion lovers, rapid and continuous flow of new products, or as known as fast fashion, should be well-understood by the modern fashion retailers.

The term fast fashion has normally used by fashion retailers, suppliers, and fashion critic in the recent decades. Nothing is really new with the concept. The roots might be followed over to the advancement of Quick Response (QR) strategy in the late 1970's and throughout the 1980’s as US textile and apparel suppliers experienced extreme intense pressures from Far East and other lower-require supply nations. However, the way in which fast fashion concepts have been implemented successfully by generating QR strategy has just been started in the 21st century. For instance, the international QR strategy’s pioneer, Zara, entered UK high street in 1997 with its first experimental store being opened in Regent Street London, and currently change their store’s apparels within only 15 days. As a result, they are one of the

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