Profitability Influencing Factors Of High Street Clothing Brand

In the 21 st century is an era of science and technology advancing fast, market demands changing quickly, all walks of life try their best to cope with the sudden impact, keep the competitive advantage, which needs to change old profit pattern in the past. For garment industry in this context, most companies’ pursuit the concept--- "fast, much money, cheap" is to adapt to the so called M-shaped society but there had been no choice. The emergence of the high street clothing, however, make the strategic choice of the behavioral adaptation of passive to active, because "small mass, style update quickly, and the price is relatively cheap" it is the high street clothing brand category of genes. Profit of high street fashion brand is a systems engineering, and is subject to research and development design, production, logistics and a lot of link such as retail terminal constraints. This study tries to make a profit out through the high street fashion brand, the systematic research how many factors influence the profit, to establish profit evaluation index system of high street fashion brand, in order to solve the problems appeared in the development of high street fashion brand, excluding targeted strategy.Therefore, this study first draw the outline of the general framework of high street fashion brand profit through a lot of China and foreign countries on the high street clothing, fast fashion brand of the literature, then summing up the profit of second level factors by the domestic and foreign well-known high street clothing brand,(ZARA, H&M, Uniqlo and so on) case studies. Then construct the profit influence factors index evaluation system for high street clothing brand by the fuzzy comprehensive evaluation method, which combining with research data.Finally, the following draw the following main conclusions: the high street clothing brand profit biggest influence factor for quick reaction capability, followed by the marketing strategy, is the product factor again. Secondary index of the most important five factors of brand strategy, management level, terminal shops, design and time.Finally, this study used the resulting high street clothing brand profit evaluation model, influence factors of our country’s high street clothing business enterprise put forward the following strategies: improve the rapid response ability of high street fashion brand, attaches great importance to the high street clothing brand marketing and based on the high street clothing product itself.