An Exploratory Study of Brand Strategy in Fast Fashion Brand -- Using Zara as an Example

DOI

10.2991/iccessh-18.2018.145How to use a DOI?

Keywords

fast fashion brand; branding strategy; Zara

Abstract

Nowadays, fast fashion brand strategy has been paid more attention by academic. It is a big issue that how to use strategy innovation method to improve brand competition capability and brand core value. This study will use Zara which is one of the most famous fast fashion brands in the world as the example to explore the strategy innovation method in fast fashion brand industry.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yue Wang
PY  - 2018/07
DA  - 2018/07
TI  - An Exploratory Study of Brand Strategy in Fast Fashion Brand -- Using Zara as an Example
BT  - Proceedings of the 3rd International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2018)
PB  - Atlantis Press
SP  - 648
EP  - 651
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccessh-18.2018.145
DO  - 10.2991/iccessh-18.2018.145
ID  - Wang2018/07
ER  -