How Fast-Fashion Brands Went Viral—Taking Zara as an Example
- 10.2991/aebmr.k.220603.086How to use a DOI?
- fast fashion; Zara; internationalization; brand image; SWOT analysis; sustainability
As more consumers are pursuing the newness and uniqueness of fashion products, fashion apparel industry has been forced to launch new collections far more frequently, preventing from being kicked out from the over-saturated market. After seeing great profit in the fast-fashion industry, many retailers want a slice of it. The paper is aim to find out how can fast-fashion brands go viral in this highly homogeneous market and what the uniqueness of a certain fast-fashion brand brings to itself. Taking Zara as an example, the paper unveils its road to internationalization, its brand image and its ability to maintain sustainability. During the process, we use SWOT analysis to sketch out the strengths, weaknesses, opportunities and threats of Zara in the current fashion market. Mainly focusing on the marketing strategies of Zara, we find out that the success of Zara is attributed to the clear and precise identification of itself. Based on that, Zara ingeniously utilizes its uniqueness to draw up marketing strategies to attract targeted consumers with certain characteristics.
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Ziyi Yin PY - 2022 DA - 2022/07/01 TI - How Fast-Fashion Brands Went Viral—Taking Zara as an Example BT - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022) PB - Atlantis Press SP - 538 EP - 542 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220603.086 DO - 10.2991/aebmr.k.220603.086 ID - Yin2022 ER -