The Research On The Development Process Improvement Of Fast Fashion Brand Apparel Product

As information technology advances and the wealth of material grows; traditional clothing brand management method has undergone profound changes. Some clothing brands got more and more popular because they meet the changing needs of consumers through the introduction of "fast","variety","cheap" fast fashion model featuring in the competition in the market. However, the pattern of operations runs in the domestic market a short period and it is not yet mature, so some brands have some problems to be resolved like the product development cycle is too long, cash flow is not stable, style design is not reliable and other issues.In this paper, based on extensive literature research, business research, empirical research, and participating in apparel industry program, the fast fashion brand clothing development process optimization implementation steps, technical approach, evaluation system and optimization methods were proposed which is a useful reference for the apparel industry.(1) Reviewed theory of fast fashion brand, apparel product development and process optimization. And explained how they would be applied in this paper. Analyzed the features of fast fashion brand product development process through first and second hand data collection and analysis of ZARA, C&A, Pacific Birds and other typical fast fashion brands. Paved a way of optimizing E brand and H brand development process.(2) By participating in E brand company’s fast response promotion project research, sorted out the brand product development process. Figured out the problems of current process by using IDEFO model, ASME and other methods. According to the ESIA theory and TOC theory, different optimization proposal were designed to shorten product development cycles. Meanwhile, the proposed overall product planning, process parallelism, preparation of fabric and other raw material and standardization were implemented in E brand company relying on enterprise projects, and got the preliminary results.(3) Inspired by the balanced scored card performance evaluation system, this paper presents fast fashion brand product development process performance evaluation methods and rating ideas. The fast fashion brand product development process is divided into prepared level, cognitive level, the growth level, specification level and the benchmark level by maturity. And their characteristics were summarized. At the same time, summed up the optimization of the main steps are as follows: optimize preparation→goal setting→evaluation of existing processes→process standardization →process analysis→new process design→implementation and evaluation of improved process→continuous improvement. By placing the evaluation placed before and after the optimization, it shows the concise data of to be improved and improved performance. This makes the method more targeted and intuitive.(4) Following the above steps, relying on the H brand’s women’s outreach program, embedded in H brand’s product development process optimization studies, and proposed the corresponding evaluation process, improve motion and continuous improvement. Project optimization proposal has been tested through the actual apparel brand operation.