The fast fashion industry in the post-pandemic

Abstract

After the impact of the coronavirus, the revenue of fast fashion had a sudden decline from 2019 to 2020, but a resumption of the upward trend in 2021. And a prosperous future for the industry is anticipated. However, the fast fashion industry confronts some difficulties such as real-time industry development and the tendency of purchasing some active and casual garments in sportswear brands. To find some solutions, the paper took the famous fast fashion company Inditex as an example and based on the theory of business management and marketing strategies to analyze. The result of the paper showed that the company has a low-efficiency management system, a bad quality of production, and a lack of brand promotion. On this basis, the development of the brand facing the mid-upper or upper class, the more various kinds or functions of garments, and more serious and clear management regulations and rules in the fast fashion industry should be taken into account when types facing the threatens in the post-pandemic era.