As leadership amongst their competitors. Similarly, there are fashion

As companies outgrow their domestic market, they reach
the peak in their business life cycle and can’t ensure further growth within
the same country. Thus, we can observe an increasing number of companies that
seeking to enter global market to confirm leadership amongst their competitors.

Similarly, there are fashion brands which
are trying to capture more market share all over the world, at a hectic pace. It is well known, that fashion industry is one of the
most successful sector of global market, which is changing rapidly just as
world is changing. However, fashion is not only the
cycle of latest tendencies from catwalks, but also repulse of macroeconomic,
geopolitical, social; and cultural transformations which are not left
without a trace in a fashion world.

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In this accordance, fashion industry
today is a dynamic and volatile mechanism, which complexity is determined by
constant exposes of macro-economic and geopolitical factors. Fashion retailers
should be prepared for all changes and required to revise their business models
and strategies of adaptation to move in a single step with nowadays’ consumer and
their needs.

In fact, there is a “Fast-Fashion”
concept, which occupies a leading place in today’s Fashion Industry, which
success can be explained by incredibly fast reaction to changes in fashion
tendencies, extremely efficient supply chain and install renewal of clothing
collection worldwide (Cachon and Swinney,

Thus, fast-fashion brands are showing
distinctive growth and covering the markets share of traditional retailers. Among
them such successful examples of the globally recognized brands as H,
Zara and Uniqlo, which have established themselves as the most valuable brands
in the world (Forbes, 2017).


Keywords: Fashion Industry, “Mass Market” segmentation,
Fast Fashion, Fashion Season, Fashion Tendency, “Quick Response” concept