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

DOI

10.2991/mcei-17.2017.19How to use a DOI?

Keywords

Supply chain management, Quick response, UNIQLO

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. 

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Juan Wei
PY  - 2017/12
DA  - 2017/12
TI  - Study on Supply Chain Management of UNIQLO——Based on Quick Response
BT  - Proceedings of the 2017 7th International Conference on Mechatronics, Computer and Education Informationization (MCEI 2017)
PB  - Atlantis Press
SP  - 89
EP  - 93
SN  - 2352-538X
UR  - https://doi.org/10.2991/mcei-17.2017.19
DO  - 10.2991/mcei-17.2017.19
ID  - Wei2017/12
ER  -