Research on ZARA’s Business Environment and Marketing Strategies in China
These authors contributed equally.
- DOI
- 10.2991/aebmr.k.220603.106How to use a DOI?
- Keywords
- Fast fashion; marketing strategy; PEST Model; Porter’s Five Forces Model; 7P Marketing Mix
- Abstract
Zara, as the leader among fast fashion brands, is deeply loved by Chinese consumers for its different styles, fashionable design, and rapid renewal speed. Therefore, the objective of this article is to understand the current situation of such a favorite brand in today’s fast fashion industry. The paper explores three models to analyze ZARA from macro and micro perspectives, namely the PEST Model, Porter’s Five Forces Model and 7p Model. Firstly, through the analysis of PEST Model and Porter’s Five Forces Model, on the one hand, it is found that ZARA’s early development in China market cannot be achieved without the help of external environment, such as political and economic factors. On the other hand, it is seen that ZARA has strong bargaining power in facing both suppliers and consumers, while its substitute and competitor threat are relatively weak. Secondly, the business process of ZARA in China is introduced using many graphs and charts, including the regional distribution of expansion and the opening of online stores. Thirdly, with the help of the 7p Model, the internal marketing strategies of ZARA, such as price setting and product features, are understood. Finally, the process of ZARA’s sustainability and the social news caused by ZARA are also discussed. In conclusion, this study hopes to bring some reference to the growing local fast fashion brands through the specific analysis of ZARA, and to find out a unique path after learning the factors of ZARA’s success to promote the development of China’s apparel industry.
- Copyright
- © 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 - Tao Ruan AU - Dongliang Sang AU - Qingchun Zeng PY - 2022 DA - 2022/07/01 TI - Research on ZARA’s Business Environment and Marketing Strategies in China BT - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022) PB - Atlantis Press SP - 659 EP - 672 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220603.106 DO - 10.2991/aebmr.k.220603.106 ID - Ruan2022 ER -