Research on the Business Model and Brand Strategy of Fast Fashion Brands—Taking ZARA as an Example

Youjun Yan

doi:10.54254/2754-1169/26/20230587

Research Article

Open access

Published on 13 September 2023

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Yan,Y. (2023). Research on the Business Model and Brand Strategy of Fast Fashion Brands—Taking ZARA as an Example. Advances in Economics, Management and Political Sciences,26,295-300.

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Research on the Business Model and Brand Strategy of Fast Fashion Brands—Taking ZARA as an Example

Youjun Yan *^,1,

¹ Hangzhou Dipont School of Arts and Science

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/26/20230587

Abstract

With the young people's pursuit of fashion, some successful clothing brands accurately grasp the needs of customers, enhance their brand value and create a unique business model. This paper will take fast fashion brand ZARA as an example, use literature analysis method to accurately explore its business model and brand strategy, summarize ZARA's advantages from the perspectives of ZARA's history, designer strategy, supply chain and marketing strategy, and conduct a comparative study with Uniqlo, which is also a strong fast fashion brand. Compare two brand companies in the same supply chain system of different sales models. Finally, through the analysis of the two main problems ZARA faces, the paper proposes the direction worth studying in the future, summarizes the successful experience and puts forward effective suggestions.

Keywords

ZARA, fast fashion brand, supply chain

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References

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Cite this article

Yan,Y. (2023). Research on the Business Model and Brand Strategy of Fast Fashion Brands—Taking ZARA as an Example. Advances in Economics, Management and Political Sciences,26,295-300.

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About volume

Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development

Conference website: https://2023.icmred.org/

ISBN：978-1-915371-95-9(Print) / 978-1-915371-96-6(Online)

Conference date: 28 April 2023

Editor：Javier Cifuentes-Faura, Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.26

ISSN：2754-1169(Print) / 2754-1177(Online)

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