快消时尚是什么？英文双语对照

快消行业的定义和简介

随着信息时代的发展，时尚产业已经发生了翻天覆地的变化，快时尚作为一种现代潮流已经越来月流行，快时尚又称为快速时尚，其最初的定义是节省四分之一的纺织产业链的开支，缩短交易时间（指商品从最初生产到完成生产的过程使用的时间），英国时尚作家Hunter曾指出，快时尚产业的发展宗旨就是降低价格和满足现代消费者的需求。

快速时尚品牌如今已是购物商场中心的“鲨鱼”，从2002年开始以UNIQLO为首的快时尚品牌最早拉开了中国快时尚的大幕，在上海开了第一家门店，之后各大快时尚品牌如Zara,H&M, C&A等品牌也如雨后春笋般从2006年开始充斥着各大城市的各大卖场，且值得注意的，随着近几年中国本土品牌如MJstyle，KM,UR的快速崛起和发展，快时尚品牌早已经不再是洋品牌当道，本文将着重分析以zara为首的快时尚知名品牌和中国本土品牌。

快消行业产业链

快时尚行业产业链的其实就是服装产业链包括从最初设计到最终成衣过程中所有与商品的流动和交换相关的一切活动，通过总结后我将整个产业链过程大致分为四个主要部分，分别是采购和生产过程，订购和运输过程，市场和营销过程以及服务过程，接下来我将具体介绍这些产业链过程。

采购和生产

采购和生产是产业链的开始，在这一过程中需要进行周密的计划和对供货商的严格选择，选择好了基本色彩的面料以后再根据市场的需求进行后期的印染加工，很多快时尚品牌没有自己的专属生产基地，而是选择世界范围内选择一些生产供应商，这些供应商大多聚集在劳动力密集且成本低的地区。选择外包其实很大程度上降低了生产投资和相对应的成本，与此同时，产品质量也可以达到保证，因为商家可以在多家生产工厂之间进行挑选，然后选出生产高品质的成衣的工厂合作。

订购和运输

这个过程涉及的活动包括订购货物和将商品运送给各地的零售商，传统服装零售商每三到四个月进行一次大批量的服装款式订购，然而快时尚品牌则少量多次的进行服装款式的订购，基本上更新周期在3-5周，这所需要的时间其实只有传统服装行业的三分之一至五分之一。快时尚品牌将原本需要超过半年的交货时间缩短为8-10天，算上商品运输的时间总共加起来不超过2周。 由此看出，快时尚产业链在时间周期上的压缩为新时代追求流行的消费者提供更多，更快的选择。

市场和营销

这个过程包括各种吸引消费者购买商品的行为和策略，其中包括广告，销售力和定价等，不同于传统服装行业，快时尚品牌推出大量的新产品，在几周内不断的进行款式的变化和更新。

服务

服务的过程包括零售商为了体现或提升商品价值而进行的一系列的活动，快时尚品牌的服务理念宗旨是为客户提供不同种类的服务，以满足不同年龄层的需求。

The definition of industry of quick pass the time in a leisurely way and brief introduction

As the development of information age, fashionable industry had produced the change of world-shaking, quick style has jumped over forthcoming month popularity as a kind of contemporary tide, quick style calls quick style again, its original definition is the expenditure that saves the spin industry catenary of 1/4, shorten trade time (the time that shows commodity is used from the course that produces the production that finish at first) , hunter of British vogue writer ever pointed out, the development tenet of fast fashionable industry reduces the price and the demand that satisfy contemporary customer namely.

Fast and fashionable brand nowadays already is shopping bazaar center " shark " , the fast fashionable brand that begins to head with UNIQLO from 2002 pulled open the big screen of Chinese quick style the earliest, store of the first door opened in Shanghai, each old fast fashionable brand is like Zara later, h&M, the brand such as C&A also begins to be full of each from 2006 like emerge of big city each sell greatly, and notable, as in last few years Chinese native land brand is like MJstyle, KM, rise abruptly of UR quickly and develop, fast fashionable brand is early had been foreign brand be in power no longer, the fast fashionable and well-known trademark that the article will emphasize an analysis to head with Zara and Chinese native land brand.

Catenary of industry of industry of quick pass the time in a leisurely way

Of catenary of industry of fast fashionable industry is all activities that garment industry catenary includes to arrive from original design in final hand-me-down process related all flow with commodity and exchange actually, through summary hind I divide process of whole industry catenary roughly for 4 bodies, it is respectively purchase and produce a course, order and carry a process, the market and sale process and service process, my general is next specific introduce these industrial catenary courses.

Purchase and produce

Purchase and be being produced is the beginning of industrial catenary, in this one process need has careful plan and the strict choice to the supplier, had chosen the printing and dyeing that later period has according to the demand of the market again after basic colorific fabrics to machine, very much fast fashionable brand is exclusive without his manufacturing base, choose however worldwide inside choose vendor of a few production, these suppliers gather in labour force mostly concentrated and the region with low cost. The bag outside the choice reduced manufacturing investment and the cost that answer relatively greatly actually, meanwhile, product quality also can be achieved assure, because the businessman can be between many production plant,undertake choosing, single out the plant that produces high quality hand-me-down to cooperate next.

Order and carry

The activity that this process involves includes to order goods and the shopkeeper that ship goods each district, every 3 dress pattern that have large quantities of amounts to 4 months order traditional dress shopkeeper, however fast fashionable brand criterion a few for many times have dress pattern order, basically update cycle to be in 3-5 week, the time of this need has traditional garment industry only actually 1/3 to 1/5. The delivery time that fast fashionable brand will need to exceed half an year originally shortens for 8-10 day, calculate on the time that commodity carries adds up in all do not exceed 2 weeks. See from this, catenary of fast fashionable industry is new era to go after popular consumer to offer more in the compression on time cycle, sharper alternative.

The market and sale

This process includes all sorts of action that draw consumer to buy goods and strategy, include ad among them, sale force and price, unlike traditional garment industry, fast fashionable brand rolls out many new product, mix in a few constant has pattern change inside week newer.

Service

The process of the service includes shopkeeper to undertake to reflect or promote commodity value a series of activity, the service concept tenet of fast fashionable brand is the service that provides different sort for the client, in order to satisfy the requirement of different age layer.