Market Analysis of Fast Fashion Brands in the Context of New Retailing: The Case of Zara (China)

Xiangru Chen

doi:10.54254/2754-1169/49/20230469

Research Article

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Published on 1 December 2023

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Chen,X. (2023). Market Analysis of Fast Fashion Brands in the Context of New Retailing: The Case of Zara (China). Advances in Economics, Management and Political Sciences,49,1-8.

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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.

https://doi.org/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

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Cite this article

Chen,X. (2023). Market Analysis of Fast Fashion Brands in the Context of New Retailing: The Case of Zara (China). Advances in Economics, Management and Political Sciences,49,1-8.

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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 2nd International Conference on Financial Technology and Business Analysis

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

ISBN：978-1-83558-145-2(Print) / 978-1-83558-146-9(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.49

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

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