How Should Zara Optimize Its Marketing Strategies to Cater to the Needs of New Generations – Gen Z and Millennials

DOI

10.2991/aebmr.k.210917.048How to use a DOI?

Keywords

Zara, Chinese consumers, local clothing brands, fast fashion

Abstract

Zara has long been an established brand and obtained leadership in fast fashion industries across the world. In 2002, Zara opened up its first store in Shanghai, China. Since then, the Spanish brand has come into rapid expansion with more than 200 physical stores across China by 2021. The paper compared the literatures, which mainly delve into the success of Zara’s model. Nevertheless, all the relevant literatures fail to analyze Zara’s model combined with the constantly changing buying behaviors of Chinese consumers. Unlike previous studies, the paper not only makes an in-depth analysis of Zara’s current strategies but also offers an insight into the buying behaviors of Chinese consumers and provides plans with respect to how Zara should adjust its strategies to meet the demands of new generations in China, whose consuming habits have been continuously transforming. To be more specific, with the advances in science and technology, China has already entered the era of digital economy. Coupled with ameliorated living standards, generation Z and millennials in China attach more importance to product quality and prefer to make purchases online. More importantly, they begin to raise awareness of environmental protection. Therefore, Zara has to react quickly to the phenomena and optimizes its strategies in China to maintain its edge over other brands, especially China’s local clothing brands.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yue Li
PY  - 2021
DA  - 2021/09/18
TI  - How Should Zara Optimize Its Marketing Strategies to Cater to the Needs of New Generations – Gen Z and Millennials
BT  - Proceedings of the 2021 International Conference on Financial Management and Economic Transition (FMET 2021)
PB  - Atlantis Press
SP  - 305
EP  - 311
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210917.048
DO  - 10.2991/aebmr.k.210917.048
ID  - Li2021
ER  -