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. 64 , 28 December 2023
Open
Access | Article
Research on Using the SICAS Model to Analyse the Zara Marketing Strategy
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Abstract
The rapid evolution of the fashion industry in recent decades has been characterised by the rise of fast fashion, which challenges the traditional bi-annual fashion cycle by producing and disseminating new styles in a much shorter timeframe. Fast fashion democratises the fashion world, making trendy clothing accessible and affordable to a broader audience. A principal player in this transformation is Zara, conceptualised by Amancio Ortega, which grew from a small shop in A Coruna to a worldwide retail empire, epitomising the ethos of "instant fashions". This transition in the industry parallels shifts in consumer behavior models. Historically, the AIDA model suggested a progression from Attention to Interest, Desire, and Action. However, with the advent of the Internet, this model has evolved. The AISAS model, proposed in 2005, adjusts for the digital age by including the Search, Action, and Share stages. This was further modified to the SICAS model in 2011, encompassing stages of Sense, Interest and Interactive, Connection and Communication, Action, and Sharing. This model delineates the steps of brand-consumer interaction in today's digital age, emphasising the significance of connectivity, communication, and sharing in the consumer's purchasing journey. The article introduces the Zara marketing strategy based on the SICAS model.
Keywords
SICAS model, fast fashion, marketing strategy
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)
- 978-1-83558-229-9
- ISBN (Online)
- 978-1-83558-230-5
- Published Date
- 28 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/64/20231514
- Copyright
- 28 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