ZARA Brand Strategy Analysis Based on Customer Perceived Value

Luming Zhang

doi:10.54254/2754-1169/41/20232024

Research Article

Open access

Published on 10 November 2023

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Zhang,L. (2023). ZARA Brand Strategy Analysis Based on Customer Perceived Value. Advances in Economics, Management and Political Sciences,41,9-18.

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ZARA Brand Strategy Analysis Based on Customer Perceived Value

Luming Zhang *^,1,

¹ Beijing University of Technology

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/41/20232024

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

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Cite this article

Zhang,L. (2023). ZARA Brand Strategy Analysis Based on Customer Perceived Value. Advances in Economics, Management and Political Sciences,41,9-18.

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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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

Conference website: https://www.icemgd.org/

ISBN：978-1-83558-103-2(Print) / 978-1-83558-104-9(Online)

Conference date: 6 August 2023

Editor：Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.41

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

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