Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 49 , 01 December 2023
Open
Access | Article
Market Analysis of Fast Fashion Brands in the Context of New Retailing: The Case of Zara (China)
* Author to whom correspondence should be addressed.
Abstract
The fast fashion industry is gradually recovering from the epidemic’s impact, while new retailing will become a new opportunity for fast fashion brands. As a leading fast fashion brand, Zara has a distinctive industrial character. This paper summarizes the current situation of Zara in the Chinese market from the data by using case study analysis, further analyse its strengths and problems, and gives solutions accordingly. It is found that Zara’s hungry marketing, convenient address, and match sales have been effective, but it has also encountered many problems, for example, copyright disputes, non-durable products, environmental damage, timeliness and locality of fashion, and low marketing investment. For these issues, the article suggests piloting pop-ups, co-branding or purchasing copyrights, strengthening regulation and environmental protection, localizing products through delegation and co-creation, and providing a personalized shopping experience. If these approaches prove viable, they could be a significant reference for fast fashion brands in China.
Keywords
marketing, fast fashion, new retailing, Zara
References
1. Jay Diamond. (2017). Fashion Retailing - The Omni-Channel Model. Textile and Apparel Education (03), 251. Retrieved from 10.13915/j.cnki.fzfzjy.2017.03.033.
2. Yi Sui. (2019). A Study on Retail Store Location Selection of Fast Fashion Clothing Company. Retrieved from https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202001&filename=1019209499.nh
3. Yuting, Huang, Xuerui, Hu and Li, Zhou. (2020). An analytical study of brand marketing in the fashion industry in the context of the epidemic. Marketing World (51), 17-18.
4. Yang, N. N. and Guo, Y.. (2013). The influence of "fast fashion" clothing brands on consumer purchasing behaviour and its implications. Business Times (05), 28-30.
5. Qiurong, Wang. (2019). Living with Sustainability - A Rambling Discussion on the Crisis and Turnaround of the Fast Fashion Industry. Introduction to Sustainable Economics (08), 44-48.
6. Dahan, G. S. and Peltekoglu, F. B. (2011). The Effects of Zara to the SMEs of an Emerging Market. Journal of Global Fashion Marketing, 2(1), 1–10. Retrieved from https://doi.org/10.1080/20932685.2011.10593077
7. Yu Zhang. (2020). A Comparative Study of Domestic and International Fast Fashion Brands (Master's thesis, Beijing Institute of Fashion Technology). Retrieved from https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202201&filename=1021752012.nhLinwei
8. Zhao. (2020). A comparative study of the business effects of Zara and Uniqlo under SPA supply chain model (Master's thesis, Lanzhou University of Finance and Economics). Retrieved from https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202101&filename= 1020115266.nh
9. Huiqin Zhang. (2019). ZARA's Successful Entry into China and Implications for China's Fast Fashion Brands Going Global (Master's thesis, Hebei University of Economics and Business). Retrieved from https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD201902&filename= 1019151747.nh
10. Reuters, Zara owner Inditex’s Americas profits surge as China slips, n.d., 2023.7.9, https://www.reuters.com/business/retail-consumer/zara-owner-inditexs-americas-profits-surge-china-slips-2023-03-16/
11. Ranran Wang. (2012). Research on the Impact of "Hungery Marketing" on Consumer Purchasing Behaviour (Master's thesis, Southwest Jiaotong University). Retrieved from https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD2012&filename= 1012390430.nh
12. Fashion Discounts, 20 Astonishing Zara Statistics That Show the Brand’s Value, 2022.4.8, 2023.7.16, https://fashiondiscounts.uk/zara-statistics/
13. Baobao Wei. (2017). Research on the influence of fast fashion brand clothing shops’ apparel collocation exhibition design on consumer behavior - A market research report with ZARA, H&M, ME&CITY as examples. Beauty and Times (Previous), 07, 98-101. Retrieved from 10.16129/j.cnki.mysds.2017.07.034.
14. Yiheng Gao. (2019). Intellectual Property Management Strategies and Implications of Fast Fashion Clothing Brand Enterprises - With ZARA and Uniqlo as Background. Law and Society, 18, 163-164. Retrieved from 10.19387/j.cnki.1009-0592.2019.06.312.
15. Sina, Recycling, turning old clothes into new resources, 2022.7.22, 2023.7.16, http://finance.sina.com.cn/jjxw/2022-07-22/doc-imizmscv2995265.shtml
16. Fashion2apparel, What is Fashion Cycle | 5 Stages of Fashion Cycle with Graph, n.d., 2023.7.16, https://fashion2apparel.com/what-is-fashion-cycle-stages-of-fashion-cycle/
17. Yuzhou Wen. (2020). Research on the Development Strategy of Decathlon Sporting Goods Co. in China (Master's thesis, Jilin University). Retrieved from https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202002&filename=1020642730.nh
18. Dan Bao. (2021). Research on Optimisation of ZARA's Social Media Marketing Strategy (Master's thesis, Donghua University). Retrieved from https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202202&filename=1021645934.nh
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-145-2
- ISBN (Online)
- 978-1-83558-146-9
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/49/20230469
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited