Purpose

This study aims to develop and test a methodical approach to assessing the effectiveness of business models in fast fashion.

Design/methodology/approach

The approach allows one to identify the key features of companies' adaptation strategies during the COVID-19 pandemic. The paper analyzes the economic profitability of the fast-fashion industry and establishes business opportunity trends. The author identifies a set of general characteristics of business related to supply and demand before and during the pandemic crisis. The study relies on descriptive statistics and statistical processing methods, including regression analysis, arithmetic mean and the indicator of market economy dynamics.

Findings

The study found that the fast-fashion business model allows companies to adapt to the new market norms because of its dual strategy: demand-driven transparency and supply-driven sustainability, within the logic of consumption. The results indicate that focus on sustainability and transparent stakeholder engagement helps companies to remain relevant in the fashion industry.

Originality/value

The results of the study can be used by general managers of companies, marketers and administrative managers to select strategies and make decisions under the current and future fashion industry demands in markets at different developmental stages.

中文翻译：

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快时尚：适应 COVID-19 危机的商业模式和策略

目的

本研究旨在开发和测试一种有条不紊的方法来评估快时尚商业模式的有效性。

设计/方法/途径

该方法使人们能够确定公司在 COVID-19 大流行期间适应战略的关键特征。本文分析了快时尚行业的经济盈利能力并确定了商机趋势。作者确定了大流行危机之前和期间与供需相关的企业的一组一般特征。研究依赖于描述性统计和统计处理方法，包括回归分析、算术平均和市场经济动态指标。

发现

研究发现，快时尚商业模式允许公司适应新的市场规范，因为它具有双重战略：需求驱动的透明度和供应驱动的可持续性，符合消费逻辑。结果表明，关注可持续性和透明的利益相关者参与有助于公司在时尚行业保持相关性。

原创性/价值

研究结果可供公司总经理、营销人员和行政经理根据当前和未来时尚行业在不同发展阶段的市场需求来选择战略和做出决策。