Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 41 , 10 November 2023
Open
Access | Article
ZARA Brand Strategy Analysis Based on Customer Perceived Value
* Author to whom correspondence should be addressed.
Abstract
The current Chinese clothing market is developing rapidly, and the consumption concepts and demands of major consumers have also changed. This poses a challenge for fast fashion brands represented by ZARA. The study used questionnaires to survey more than 300 Chinese consumers, understand their consumption habits, and measure ZARA Customers Perceived Value. Then, use SPSS to analyse ZARA consumer portraits, and calculate Customer Perceived Value scores from four dimensions. Finally, two improvement suggestions were proposed for the Price Value with the lowest score. To provide a reference for alleviating ZARA's current crisis, and also point out improvement ideas for other fast fashion brands that are also facing challenges.
Keywords
customer perceived value, fast fashion, ZARA
References
1. Muran, L. (2007). Profile of h&m: a pioneer of fast fashion. Textile Outlook International: Business and Market Analysis for the Textile & Apparel Industries (130).
2. Kim, J., Park, J., & Glovinsky, P. L. (2018). Customer involvement, fashion consciousness, and loyalty for fast-fashion retailers. Journal of Fashion Marketing and Management: An International Journal, 22(3), 301–316. https://doi.org/10.1108/jfmm-03-2017-0027
3. Gunawan, I. (2022). CUSTOMER LOYALTY: The Effect Customer Satisfaction, Experiential Marketing and Product Quality. KINERJA: Jurnal Manajemen Organisasi dan Industri, 1(1), 35-50.
4. Popović-Šević, N., Jeremić, A., Slijepčević, M., & Ilić, M. (2021). Marketing focused on the online brand community: The example of Zara. Marketing, 52(1), 32–42. https://doi.org/10.5937/markt2101032P
5. Lai, C. (2020). Analysis on the Marketing Strategy of Fast Fashion Brand Zara Based on 4c Theory. Economics, Management Engineering and Education Technology , 4. https://doi.org/10.25236/icemeet.2020.089
6. Hu, D. (2021). Research on ZARA Strategy from the Perspective of SWOT Analysis Method. Social Science, Education and Humanities Research, 543. https://doi.org/10.2991/assehr.k.210407.041
7. Wang, Y. (2018). An Exploratory Study of Brand Strategy in Fast Fashion Brand Using Zara as an Example. Social Science, Education and Humanities Research, 233. https://doi.org/10.2991/iccessh-18.2018.145
8. Li, Y. (2021). How Should Zara Optimize Its Marketing Strategies to Cater to the Needs of New Generations – Gen Z and Millennials. Www.atlantis-Press.com; Atlantis Press. https://doi.org/10.2991/aebmr.k.210917.048
9. Grönroos, C. (1997). Keynote paper: From marketing mix to relationship marketing ‐ towards a paradigm shift in marketing. Management Decision, 35(4), 322–339.
10. Liu, C., Wang, S., & Jia, G. (2020). Exploring E-Commerce Big Data and Customer-Perceived Value: An Empirical Study on Chinese Online Customers. Sustainability, 12(20), 8649. https://doi.org/10.3390/su12208649
11. Rangani, D. (2019). Customer perceived value and customer relationship marketing in B2B agribusinesses: a case of agrochemical market in Srilanka. Journal of Agribusiness and Rural Development, 4(54).
12. Samudro, A., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters, 10, 1077–1084. https://doi.org/10.5267/j.msl.2019.11.001
13. Rahayu, Y. S., Setiawan, M., Irawanto, D. W., & Rahayu, M. (2020). Muslim customer perceived value on customer satisfaction and loyalty: Religiosity as a moderation. Management Science Letters, 10, 1011–1016. https://doi.org/10.5267/j.msl.2019.11.009
14. Nguyen, N. X., Tran, K., & Nguyen, T. A. (2021). Impact of Service Quality on In-Patients’ Satisfaction, Perceived Value, and Customer Loyalty: A Mixed-Methods Study from a Developing Country. Patient Preference and Adherence, Volume 15, 2523–2538. https://doi.org/10.2147/ppa.s333586
15. Kusumawati, A., & Rahayu, K. S. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. The TQM Journal, ahead-of-print(ahead-of-print). https://doi.org/10.1108/tqm-05-2019-0150
16. El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
17. Peng, L., Zhang, W., Wang, X., & Liang, S. (2019). Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement. Information & Management, 56(2), 317–328. https://doi.org/10.1016/j.im.2018.11.007
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 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-103-2
- ISBN (Online)
- 978-1-83558-104-9
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/41/20232024
- Copyright
- 10 November 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