Research on ZARA Strategy from the Perspective of SWOT Analysis Method
Available Online 8 April 2021.
- https://doi.org/10.2991/assehr.k.210407.041How to use a DOI?
- Fast Fashion, SWOT analysis, ZARA
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
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 - https://doi.org/10.2991/assehr.k.210407.041 ID - Duoyan2021 ER -