As companies outgrow their domestic market, they reachthe peak in their business life cycle and can’t ensure further growth withinthe same country.
Thus, we can observe an increasing number of companies thatseeking to enter global market to confirm leadership amongst their competitors.Similarly, there are fashion brands whichare trying to capture more market share all over the world, at a hectic pace. It is well known, that fashion industry is one of themost successful sector of global market, which is changing rapidly just asworld is changing. However, fashion is not only thecycle of latest tendencies from catwalks, but also repulse of macroeconomic,geopolitical, social; and cultural transformations which are not leftwithout a trace in a fashion world. In this accordance, fashion industrytoday is a dynamic and volatile mechanism, which complexity is determined byconstant exposes of macro-economic and geopolitical factors. Fashion retailersshould be prepared for all changes and required to revise their business modelsand strategies of adaptation to move in a single step with nowadays’ consumer andtheir needs.
In fact, there is a “Fast-Fashion”concept, which occupies a leading place in today’s Fashion Industry, whichsuccess can be explained by incredibly fast reaction to changes in fashiontendencies, extremely efficient supply chain and install renewal of clothingcollection worldwide (Cachon and Swinney,2011).Thus, fast-fashion brands are showingdistinctive growth and covering the markets share of traditional retailers. Amongthem such successful examples of the globally recognized brands as H,Zara and Uniqlo, which have established themselves as the most valuable brandsin the world (Forbes, 2017). Keywords: Fashion Industry, “Mass Market” segmentation,Fast Fashion, Fashion Season, Fashion Tendency, “Quick Response” concept