Nowadays, the trend shows that many consumers shift their interest slowly from expensive brand-name merchandise to the low price, high quality products. The main reason is that the value of today''s young people towards the dress has changed over the years, they like to dress in accordance with their own hobbies or lifestyle. Moreover, with the economic downturn in Japan, the decline in personal income makes the spending in clothing decreased, which also affect the development of the apparel industry in Japan.
In recent years, a new term "Fast Fashion" pops out in Japanese clothing culture. "Fast Fashion" means; in order to create revenue, companies need to create innovative fashions continually, manufacture small batches in large quantities, shortening the clothing product life cycles. By means of mass production would lead to the decline in the average price and increase the customer purchases rate. The fast fashion clothing has characteristics like fashion epidemic, simple, convenient, and cheap in price. These not only allow Japanese people enhance clothing fashion sense in daily wear, but also swept Japanese clothing culture.
In order to understand the Japanese fast fashion culture, this study uses strategic marketing 4P, 4C as the main focus of the analysis, and compared with the POINT, UNIQLO business strategy and SPA model.
The thesis has conclusion as follows:
1. In high living expense market in Japan, the fast fashion companies with low cost strategy as weapons still be able to continue the success of opening the shop.
2. Owing to the recession of the Japanese department stores and consumer values and lifestyle’s change, the fast fashion has become the Japanese apparel market mainstream.
3. Through POINT and UNIQLO case study analysis, we notice that POINT offered more fresh highly in terms of production and fashion culture, however, UNIQLO offered more quickly in intelligence and sending messages to the general public. Those factors that include fast, epidemic, low price, high quality are also a very important of forming the fast fashion culture.