Current Situation of International Fast Fashion Development in China and Analysis of Chinese Consumer Behavior on Fast Fashion

In recent years, the development of international fast fashion has gradually slowed down, especially in the Chinese market. The main purpose of this paper is to analyze the development status of international fast fashion in China. This paper mainly analyses the reasons for the slow development of international fast fashion enterprises from four aspects: product upgrading, sustainable development, localization strategy and enterprise ethics. Through the analysis, the paper puts forward some measures that may alleviate the development of international fast fashion in China. Through the study of Chinese consumer behavior, the effectiveness of these measures is verified. This paper collects information through questionnaire survey, and collects consumers' attitudes towards the above four related measures. The main conclusions of this paper are as follows: - When Chinese consumers buy fast fashion products, price convenience is not the most important reason to buy. They pay more attention to the style and quality of clothing. - Chinese consumers lack the awareness of sustainable development and are unwilling to take practical actions to support the sustainable development of fast fashion enterprises. - International Fast Fashion should devote itself to the development of all-channel sales model. - Focusing on corporate ethics, nearly half of consumers pay attention to business ethics when they buy products