Fast Fashion Supply Chain in the Context of Digital Economy

The development of the digital economy also means that consumers' requirements for diversification and personalisation are increasing, so for the traditional clothing industry, gradually moving closer to fast fashion has become a new development direction, and supply chain optimization has emerged as a critical lever for enhancing competitiveness. This study investigates supply chain management strategies for fast fashion enterprises in the digital era, and takes ZARA and Shein as examples to analyse their successful experiences and implications for China. It is found that the importance of the fast fashion supply chain is self-evident at present, and it has great development prospects for the Chinese market. In the end, it was concluded that companies should be brand conscious and focus on building their own brands, and the apparel retail sector must ultimately refocus on product excellence as its core value proposition.