Research on the Business Model and Brand Strategy of Fast Fashion BrandsTaking ZARA as an Example

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.