Advances in Economics, Management and Political Sciences

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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)

Xiangru Chen * 1
1 The Sino-British College, University of Shanghai for Science and Technology, Shanghai, 200235, China

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 49, 1-8
Published 01 December 2023. © 2023 The Author(s). Published by EWA Publishing
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.
Citation Xiangru Chen. Market Analysis of Fast Fashion Brands in the Context of New Retailing: The Case of Zara (China). AEMPS (2023) Vol. 49: 1-8. DOI: 10.54254/2754-1169/49/20230469.

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

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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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
© 2023 The Author(s)
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

Copyright © 2023 EWA Publishing. Unless Otherwise Stated