Abstract:

Aiming at problems of the overall weak performance of the in-store sales, the rapid development of online sales and some problems found in the operation strategy of fast fashion brands in recent years, the operation strategies of the brands EMINU、LIEBO、YINMAN, etc. were compared, and the core motivation, the new product mechanism, sales channel, financial strategy and enterprise culture of the brand HSTYLE were analyzed to discuss the brand value centered operation strategy of HSTYLE. Finally, Through the analysis of the status quo of fast fashion brands, several domestic fast fashion brand operating strategies were refined. Focusing on the comprehensive value of the HSTYLE operating strategy, the rapid fashion online brand value operation strategy is summed up from the macro and imcro levels. It still needs enterprises to practice the effect of innovation strategy according to their own conditions so as to help enterprises out of operational difficulties and inject vitality into enterpeises.

Key words: fast fashion, online brand, value operation strategy, HSTYLE