Studies On Marketing Strategy Of Fast Fashion Clothing Brand

With so many fast fashion brand landing in China, the Chinese domesticgarment enterprises are facing unprecedented shocks. Internationally renowned fastfashion brand ZARA INDITEX Group is part of the Spanish clothing brand, its salesaccounted for only30%of the Group’s sales, but it creates benefits has accounted forabout70%of the whole group. According to statistics, ZARA has become the retailstore whose efficiency of one square meter is the highest in Chinese clothing market.And its average benefit of a year reached4179euro,3times more than Chinesedomestic garment enterprises. The prominent performance of market for ZARA isinseparable from its unique marketing strategy. In this paper, ZARA, for example,through the fast fashion clothing brand marketing strategy and marketing research,and then explore the ZARA successful experience in marketing, make quick guide toChinese local fashion industry. Firstly,the author reviews the related domestic andforeign research on fast fashion clothing brands and clothing marketing strategy, thenthe paper expounds the fast fashion clothing brand ZARA’s growth process and itsimproved aspects in China. Secondly, it deeply analyzes ZARA’s marketing strategy,using STP analysis methods to analyze ZARA’s market segmentation position andexploring the application and embodiment of4P’s and4C’s marketing theory inZARA’s marketing strategy. And ZARA is compared with H&M to obtain marketingcharacteristics and operation mode of fast fashion apparel industry. Then it shows thatthe accurate and rapid market response ability has become a scale to measure the corecompetence of clothing brands. Considering the successful marketing experience ofZARA, this paper gives advice on how Chinese fast fashion clothing company shouldlearn from ZARA. The author expects our fast fashion clothing brands can combineits own actual situation to find a suitable development path.