Research On The Marketing Strategy Of The Fast Fashion Brand ZARA In China

Since China's accession to the WTO,gradually liberalize the restrictions on foreign brands,so that overseas fast fashion brands began to pour into the Chinese market,these overseas brands successfully used a unique marketing strategy,for Chinese consumers to bring quality and superior service and consumer experience.This also makes China's local brands in the market competition in the downwind,difficult to compete with overseas fast fashion brands.ZARA as a leader in overseas fast fashion clothing,its success can not be separated from its eclectic marketing strategy.Therefore,the article focuses on the analysis of ZARA's marketing strategy in China,exploring the factors of its successful development in China,so as to find a feasible theoretical and realistic basis for China's local fast fashion brands,and then set up China's local clothing brand's own marketing strategy.On the specific content,first of all,the article expounds the concept,origin and theory of fast fashion,thus constructs the corresponding theoretical basis for the analysis of ZARA's marketing strategy in China,and secondly,analyzes the development course of the fast fashion brand ZARA in China and around the world as well as the marketing environment in our country,It is believed that the political environment,economic environment,social environment,technical environment and competitive environment have a certain impact on the operation of ZARA in China,and the analysis of ZARA's marketing environment in China is to enable a more thorough and clear understanding of the background and reasons for its marketing strategy;again,after doing a good job of laying the groundwork,the article takes 4Ps theory,Localization theory as the theoretical basis,from the product,price,channel,promotion and localization strategy five aspects of in-depth analysis of ZARA's marketing strategy in China,and another fast fashion brand Uniqlo in China's marketing strategy to carry out a comparative analysis,through the analysis of its marketing strategy,Be able to discover the uniqueness of the marketing strategy of two enterprises;Finally,on the basis of analyzing the marketing strategy of the fast fashion brand ZARA,the Enlightenment of ZARA's marketing strategy in China to the Chinese local clothing brand is obtained.If China's local clothing brands want to gain an advantage in the competition,they must make achievements in the aspects of brand effect,training of design talents,construction of rapid supply chain,international operation,etc.,so as to realize the improvement of the competitiveness of Chinese garment brands,as well as the bigger and stronger garment industry.