Fast Fashion Supply Chain Issues in the New Marketing Environment: Zara

Abstract

Fashion companies, including Inditex-Zara, are required by the public to speak out more about sustainability concerns in their supply chains nowadays. This article covers the sustainability problems that Inditex's present supply chain is causing for society and the environment, as well as how to revamp it using IT technology and 3D digital techniques to give the corporation market value in the post-pandemic period. ZARA is facing the new fast fashion market in a way that is somewhat at odds with the expectations of the media and society about this company, which may affect customer satisfaction. Therefore, this article has chosen this topic for research and development. This paper examined this in-depth analysis as a means of helping ZARA improve its market performance and some of its internal strategies, and used company-related information, including third-party papers and interview transcripts, to obtain preliminary information. The report mainly includes how ZARA's supply chain strategy works with recommendations on two of the major issues, while references are attached at the bottom.