• Nessuna parola chiave trovata

The dissertation is focused on the concept of "fast Fashion", and therefore starts from the definition of fast-fashion. Among the four main global players, I chose to study Uniqlo, from Japan, and H&M, from Sweden. Both the companies are focusing on China, a renown good market for sales, which is, however, no longer the low-cost-manufacture Heaven on Earth. I compared the two companies from the point of view of organisation, cultural background, and marketing, concentrating on how their different provenience afflicts the business model, the strategy, their product, and how they are, in general.