The Marketing Strategy And Enlightenment Of Fast Fashion Clothing Brand-ZARA

With the development of society and economy,people have a demand for fast-renewal clothing,and the fast fashion apparel industry has developed and developed rapidly.Developing fast fashion business has become an ideal choice for garment companies to grow rapidly and create performance.Spain’s ZARA is the most representative brand in the international fast fashion apparel industry.According to statistics,ZARA has become the most efficient fast-fashion clothing brand in China’s clothing retail industry.The success of ZARA cannot be separated from its unique marketing strategy.Therefore,this article discusses the success of ZARA from the perspective of marketing strategy,with a view to providing experience and inspiration for the developing Chinese garment industry.ZARA’s marketing strategy is a perfect performance of "Yuanbao Curve" and value segmentation.It takes the higher value-added link in its own hands and outsources the lower value-added link.From the perspective of traditional 4P theory,ZARA marketing strategy can be summarized as:(1)It carries out accurate market positioning,adopts a small number of product strategies,ZARA launches a large number of new models each year,but the number of each model is not large,Equivalent to each section is a limited amount,a small number of product strategies can quickly attract customers into the store to buy;(2)parity price strategy,ZARA take a civilian price strategy,go puerile and more routes,advocate civilians can buy Affordable fashion leads to an increase in target customers;(3)Efficient channel strategy,the establishment of its own distribution system and logistics system,which greatly speeds up the product’s new speed;(4);less advertising,less discount promotion strategy,ZARA do not invite celebrity endorsements,rarely advertising,less discounts,saving a lot of costs.From the perspective of the expanded 4C theory,the ZARA marketing strategy can be summarized as follows:(1)Characteristic shop display and management,full consideration of the customer’s shopping experience,creating a comfortable shopping environment;(2)Differentiated marketing,different customers Different preferences,different requirements for products,ZARA products for different needs of different customers to produce products;(3)multi-channel sales,not only to take the physical store sales model,but also take the network sales model,the two are well combined together Drive sales growth.In addition to the 4P and 4C theories,ZARA’s marketing strategy is still a perfect performance of the "Yuanbao curve" and value segmentation.It takes the higher value-added links in its own hands and outsources the lower value-added links.Maximize the added value.Through the analysis of ZARA’s marketing strategy combined with theories,the laws of the marketing strategy of fast fashion apparel brands are summarized,and the PPCS theory is put forward.That is,the marketing of fast fashion apparel brands mainly focuses on four aspects: product and price.,customer demand,speed.In terms of products,fast fashion apparel brands provide diversified,small-batch,stylish,and trend-worthy products;in terms of price,fast fashion apparel brand prices are close to the people;starting from customer needs;rapid product design,production,transportation and sales.Although China is a big producer of clothing,but the overall level of China’s apparel industry is low,there are few high-value-added clothing brands,apparel companies need to improve their competitiveness and create fast-fashion clothing brand welcomed by the market,to seize the young people’s market.There are many places in ZARA that are worth our country’s enterprises to learn from,especially their marketing strategies: clear market positioning,quick response to the market,deliberately manufacturing product scarcity,pricing according to actual and reasonable,providing quality services and shopping experience,open up new channel strategies.