Research on ZARA Strategy from the Perspective of SWOT Analysis Method

DOI

10.2991/assehr.k.210407.041How to use a DOI?

Keywords

Fast Fashion, SWOT analysis, ZARA

Abstract

Though a leader in the fast fashion industry, ZARA encounters, in its development process, a multitude of problems and bottlenecks. In this paper, SWOT analysis is applied to analyze this brand. The results show that: ZARA has lower product prices, unique and numerous designs, high production efficiency, and low production costs; its disadvantages are mainly manifested in low product quality, excessive scale expansion, and bad reputation of plagiarism; the opportunities are mainly the rapid development of AI, the increase in income, and the development of the Internet and e-commerce; the threats are mainly the following strong competitors, and the decline in brand loyalty. In response to these findings, we suggest strategies for the application of AI technology, expansion of scale, product design, product quality, and promotion and marketing in this paper.

Copyright

© 2021, 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  - Hu Duoyan
PY  - 2021
DA  - 2021/04/08
TI  - Research on ZARA Strategy from the Perspective of SWOT Analysis Method
BT  - Proceedings of the 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021)
PB  - Atlantis Press
SP  - 201
EP  - 205
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210407.041
DO  - 10.2991/assehr.k.210407.041
ID  - Duoyan2021
ER  -