Zara: Marketing in Fast Fashion: A case-study

Zara was founded in 1975 by Amancio Ortega Gaona, soon becoming the largest and most successful chain of the Galician group Inditex (Industria de Diseño Textil) and a pioneer of the rising fashion category of Fast Fashion. Its innovative vertically-integrated strategies, combined with its emphasis on quality and demand-based offer have shaped the world of fashion and brought forth many questions on its future sustainability and growth. Zara has always relied on its store network for advertising its product offer; allowing its garments to “speak for themselves”. With the continued pressure felt in the industry, management has pressed some concerns about future company growth and creative, innovating solutions must be implemented to guarantee Zara’s future growth. The case-study narrative focuses on these issues and leaves readers with an open question regarding what decision to implement.

Self concept, acculturation, and fashion orientation

The research begins with a discussion of the worldwide and the Canadian market. The research profiles the examination of the relationship between a person's self concept (as defined by Malhotra) and fashion orientation (as defined by Gutman and Mills), and to understand how these factors are influenced by acculturation, focusing in-depth on their managerial implications. To study these relationships; a random sample of 196 ChineseCanadian female university students living in Canada was given a survey based on Malhotra's self-concept scale, and the SLASIA acculturation scale. Based on multiple regression analysis, findings suggest that the adoption of language and social interaction dimensions of acculturation constructs have significant effects on the relationship between self concept and fashion orientation. This research contributes significantly to both marketing theory and practice. Theoretically, this research develops new insights on the dimensionality of fashion orientation, identifies various moderating effects of acculturation on the relationship of self concept and fashion orientation dimensions, and provides a framework to examine these effects, where results can be generalized across different culture. Practically, marketers can use available findings to improve their understanding of the fashion needs of Chinese-Canadian consumers, and target them based on these findings. The findings provide valuable implications for companies to formulate their fashion marketing strategies for enhance fashion orientation in terms of different dimensions, based on different levels of acculturation.

Marketing de moda : a percepção da marca Zara

No contexto complexo dos mercados de consumo, entender e dominar todas as bases e práticas de marketing tornou-se essencial para a sobrevivência de qualquer marca/empresa. No mercado global da moda, a transformação ainda é mais acelerada em resultado da evolução das necessidades e desejos dos consumidores e do fácil acesso à informação. A partir da pesquisa bibliográfica especificamos e analisamos complexo mundo da moda, o conceito de marketing de moda e os factores estratégicos necessários para compreender a sobrevivência e crescimento de uma marca de moda no mercado actual, compreendendo a capacidade do sector da moda em adaptar-se às constantes mudanças do mercado e da sociedade, sem deixar de corresponder às expectativas e necessidades dos consumidores. Aprofundaremos esta problemática explorando o caso da marca de moda Zara, reconhecida e aplaudida pelo seu êxito global, realizando um estudo de caso, com o objectivo de compreender a percepção dos diferentes consumidores em resultado das estratégias de comunicação e de marketing da marca. O do nosso estudo empírico é compreender se a marca age correctamente ou não ao aplicar as mesmas estratégias em dois países distintos, Portugal e Espanha, que considera como domésticos. Em resultado do estudo realizado, constatámos que apesar da percepção da marca ser algo semelhante, as divergências no que toca no factor preço e influência dele, misturado com as diferenças socioeconómicas e de disponibilidade económica de ambos os países, provocam uma discrepância de opiniões e percepções.Concluímos a nossa dissertação com a apresentação de sugestões relativas ao marketing mix que visam um melhor ajustamento entre a percepção da imagem de marca da Zara e a estratégia de marketing seguida por esta marca de moda.

Contribuyendo al reto de la sostenibilidad: el sistema producto- servicio en la industria de la moda rápida

El presente proyecto de grado se inscribe bajo el proyecto de Responsabilidad Social Empresarial de la línea de investigación de Realidad Empresarial de la Facultad de Administración de la Universidad del Rosario. El problema de investigación surge de dos problemas actuales, que convergen en la insostenibilidad a largo y mediano plazo de la manera en que se hacen la mayoría de los negocios hoy en día. El primer problema, es el de suficiencia, se evidencia desde el punto de vista del consumidor, el cual pareciera estar diseñado para comprar y acumular objetos y cosas que luego de un tiempo irán a parar a la basura. El segundo problema es el modelo de negocio que extrae recursos, los transforma, los comercializa de manera repetitiva y obliga al cliente a seguir comprando, olvidando que la mayoría de cosas que produce, terminan en el basurero. La deficiencia actual del consumismo insostenible y del diseño que no piensa en las generaciones futuras son dos caras de la misma moneda. Por eso es que se estudia el problema desde la perspectiva tanto del consumidor, como del productor. Las tendencias internacionales relacionadas con la sostenibilidad están llevando a los negocios por una nueva senda, la cual les dará ventajas competitivas a los adoptadores tempranos. A raíz de los problemas planteados y con el objetivo de encontrar la sostenibilidad empresarial, se estudia una posible solución para cada actor del problema. Por el lado del consumidor, se analiza la teoría que gira alrededor del consumo responsable y de cómo los consumidores tienen el poder de causar un efecto positivo con lo que mejor saben hacer: comprando (y eligiendo que comprar). Por el lado del productor se estudia un nuevo modelo de negocios llamado el sistema producto-servicio, el cual se enfoca a satisfacer necesidades de los clientes por medio de una combinación de prestación de servicios y facilitación de productos, en vez de la comercialización de estos. Es decir que en vez de vender cosas que los consumidores quieran acumular (problema de suficiencia), se les vende soluciones que satisfagan sus necesidades, reteniendo la compañía la propiedad sobre los productos que integran al servicio. Se estudia también de que maneras este modelo particular de sistemas producto-servicio puede ser recibido por los consumidores de hoy en día, tan acostumbrados al modelo actual. Se quiere explorar el sistema de productos y servicio como una alternativa empresarial perdurable que solucione los retos ambientales del siglo XXI. Para poder probar la viabilidad de este hipotético modelo que cambia los patrones de interacción de las empresas con los usuarios, se plantea una idea de negocio que integre productos y servicios para satisfacer las necesidades del cliente. Se escogió un área viii caracterizada por ser de las más consumistas y acumuladoras en cuanto al volumen de compras anual de los clientes: el negocio de la ropa. Y no solo cualquier tipo de ropa, sino el de la moda rápida, un modelo que obliga a los consumidores a comprar ropa con una frecuencia aún mayor. Se hizo esto con el objetivo de probar que el modelo propuesto puede funcionar inclusive bajo los supuestos más “consumistas” que existen hoy en día.

Challenging market conventions:supermarket diversification and consumer resistance in children's apparel purchases

Purpose – In the UK, while fashion apparel purchasing is available to the majority of consumers, the main supermarkets seem – rather against the odds and market conventions – to have created a new, socially-acceptable and legitimate, apparel market offer for young children. This study aims to explore parental purchasing decisions on apparel for young children (below ten years old) focusing on supermarket diversification into apparel and consumer resistance against other traditional brands. Design/methodology/approach – Data collection adopted a qualitative research mode: using semi-structured interviews in two locations (Cornwall Please correct and check againand Glasgow), each with a Tesco and ASDA located outside towns. A total of 59 parents participated in the study. Interviews took place in the stores, with parents seen buying children fashion apparel. Findings – The findings suggest that decisions are based not only on functionality (e.g. convenience, value for money, refund policy), but also on intuitive factors (e.g. style, image, quality) as well as broader processes of consumption from parental boundary setting (e.g. curbing premature adultness). Positive consumer resistance is leading to a re-drawing of the cultural boundaries of fashion. In some cases, concerns are expressed regarding items that seem too adult-like or otherwise not as children's apparel should be. Practical implications – The paper highlights the increasing importance of browsing as a modern choice practice (e.g. planned impulse buying, sanctuary of social activity). Particular attention is given to explaining why consumers positively resist buying from traditional label providers and voluntarily choose supermarket clothing ranges without any concerns over their children wearing such garments. Originality/value – The paper shows that supermarket shopping for children's apparel is now firmly part of UK consumption habits and choice. The findings provide theoretical insights into the significance of challenging market conventions, parental cultural boundary setting and positive resistance behaviour.

Plano estratégico de marketing de uma empresa de moda portuguesa: estudo de caso da marca Guimanos

Dissertação de mestrado em Design de Comunicação de Moda

Moda en la red : Análisis del sector en el ámbito del marketing online

El éxito del comercio electrónico, el manejo de nuevas plataformas para llevar a cabo campañas de marketing online, la aparición de influenciadores como los blogs y las redes sociales o los nuevos formatos de publicidad de moda en la red son algunos de los puntos que se analizarán en esta disertación.

On the cross-road of ethical- and fashion consumerism: intentions of pink ribbon campaign consumers

Tutkielman tavoitteena oli selvittää Roosanauha kampanjan tuotteiden ostoon liittyvää aikeen muodostumista kuluttajilla. Lisäksi tavoitteena oli selvittää onko aikeen muodostumisessa eroja uuden pinkin värin tai lahjoitus ominaisuuden osalta. Tutkimus toteutettiin sähköisenä kyselynä, jota analysoitiin tilastollisin menetelmin, lähinnä korrelaatioiden avulla. Tutkimus ei saavuttanut toivottua päämääräänsä lähinnä huonoksi jääneen vastausten kokonaismäärän vuoksi.Joitakin suuntaa antavia tuloksia pystyttiin kuitenkin tunnistamaan. Tuloksissa oli viitteitä lahjoitusominaisuuden tärkeydestä kuluttajille sekä vaaleanpunaiseen väriin positiivisesti asennoitumisesta. Kampanjan jatkoa ajatellen markkinoijien on syytä huomata tuloksissa ilmennyt värin tärkeä rooli sekä lahjoitusominaisuudelle painottunut sosiaalisten normien vahvuus.

Estrategia de internacionalización frente a los TLC para la empresa Fashion Jelky

La presente investigación se realizó gracias al apoyo del Centro de Emprendimiento e innovación empresarial de la Universidad del Rosario, CIDEM, utilizando varias de sus herramientas y metodologías, las cuales fueron implementadas en conjunto con un grupo de consultores expertos en cada etapa, bajo la dirección de Luz Sofía Méndez. El objetivo del proyecto fue realizar una preparación inicial para la empresa Fashion Jelky para emprender un proceso de internacionalización a través de la exportación directa de sus productos, así la investigación se dividió en cinco etapas, en las cuales se realizó un completo estudio tanto interno como externo, con el fin de analizar todos los aspectos relacionados con el proceso de exportación y proveer a la empresa de una herramienta confiable y actualizada que le permitiera tener una clara visión del panorama general correspondiente al ambiente en el cual se desenvuelve. Dicho análisis se hizo gracias a la colaboración de la gerente general de la empresa Fashion Jelky, quien autorizó el uso de la información de la misma, teniendo en cuenta que será utilizada únicamente para fines académicos y se mantendrá la máxima reserva respecto a ella. Las etapas en las que se dividió la investigación son: Análisis del potencial internacional de la empresa, Inteligencia de mercados, Mejoramiento de producto, Simulación de ventas y Plan de mercadeo internacional, las cuales cubren todos los aspectos necesarios para obtener un visión completa del panorama en el cual se desenvuelve la empresa, para poder emprender un proceso de internacionalización exitoso.

Estrategias de marketing y comercialización de las editoriales independientes, dedicadas a las disciplinas artísticas de diseño y moda en Bogotá

El presente documento describe cómo funcionan las editoriales independientes dedicadas a las disciplinas artísticas de diseño y moda en Bogotá, proyecto que pretende ser una herramienta de estudio para las nuevas y nacientes publicaciones que deseen expresar sus intereses, lograr reconocimiento, culturizar al público y obtener ingresos en el proceso. El siguiente trabajo indaga sobre el movimiento de la moda, el arte y el diseño, corriente que ha evolucionado reveladoramente en los últimos años, la cual se ha convertido en una gran economía a nivel mundial. El sector de las editoriales independientes dedicadas a las disciplinas artísticas es un tramo emergente, existen varios proyectos que exponen nuevas propuestas de jóvenes diseñadores, empresarios y emprendedores colombianos que se mueven en la escena artística de la capital del país. Estos tipos de ediciones muestran lo que está sucediendo en Bogotá en diferentes aspectos, ejemplo; eventos relacionados con la música, gastronomía, moda, entre otros. Presentan las nuevas tendencias referentes al diseño y se proponen descubrir y publicar a los artistas emergentes de la capital para que ellos gocen de un medio para exhibir su trabajo. Muchas de estas ediciones no tienen la posibilidad de imprimir sus ediciones, y si las imprimen no logran vender su trabajo, con este documento se pretender brindar estrategias de mercadeo y comercialización de las editoriales independientes dedicadas a las disciplinas artísticas de diseño y moda de la ciudad de Bogotá , con el objetivo de que estas continúen funcionado, para que haya una circulación de información artística a la población capitalina, de esta manera jóvenes colombianos tengan una plataforma para exponer su trabajo y la ciudad misma se convierta en un centro de expresión cultural reconocida mundialmente.

A atuação de consórcio de exportação do segmento de moda praia e moda intima no Brasil: uma análise na perspectiva do marketing

This dissertation tried to study qualitatively the performance of the exportation¿s consortiums in the segment of beach fashion in Brazil in the perspective of the marketing. Making use of the method of Grounded Theory, this study aimed to identify the categories that compose and make influence on the exporting performance of four consortiums in Brazil , based on the segment of beach fashion. This study becomes relevant because it classifies the categories found on the field research and exposes their relations. These categories have been characterized as big categories, intermediate categories and initial categories, having it¿s aim respectively: (a) to identify the characteristics found only on the studied consortiums; to identify (b) the promotional composition based on the (c) characteristics found in the segment of beach fashion. The study presents theoretical and managemental implications when shows two important categories that are relevant on the actuation of the exportation¿s consortiums on the external market, which are: knowledge of marketing in the external market and characteristics of the consortiums.

Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch

As stated by Hoffmann and Coste-Manière (2012) “The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.” Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study “[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.” Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth.

Fashion in Actions on Social Media – Spanish SME Fashion Brands Case Studies

Fashion is one of the most vibrant sectors in Europe and important contributors to the European Union (EU) economy. In particular, Small and Medium Enterprises (SMEs) play a major part in European fashion industry (EU 2012). Just like fashion, where people¿s style has inherently meant to be shared as it is foremost a representation of one¿s self-image, social media allow the reflection of ones' personality and emotions. Although fashion practitioners have embraced social media in their marketing activities, it is still relatively few known at an academic level about the specificities of fashion industry when approaching social media marketing (SMM) strategies. This study sets out to explore fashion companies' SMM strategy and its activities. From an exploratory approach, we present case studies of two Spanish SME fashion companies, anonymously named hereafter as Company A and Company B, to deepen our understanding on how fashion brands implement their SMM strategy. Company A offers high-end fashion products while Company B produces medium fashion products. We analyzed the case studies using qualitative (interviews to companies' executives) and a mix of qualitative and quantitative (content analysis of companies' social media platform) methods. Public posts data of both companies' Facebook brand pages were used to perform the content analysis. Our findings through case studies of the two companies reveal that branding-oriented strategic objectives are the main drivers of their SMM implementations. There are significant differences between both companies. The main strategic action employed by Company A is engaging customers to participate into brand's offline social gathering events by inviting them through social media platform, while Company B focuses its effort on posting product promotion related contents and engaging influencers such as fashion bloggers. Our results are expected to serve as a basis of further investigations on how SMM strategy and strategic actions implemented by fashion brands may influence marketing outcomes.

Fashion films as a new communication format to build fashion brands

The consolidation of collaborative video platforms such as YouTube and Vimeo in recent years has significantly changed the way fashion brands communicate with their audiences. Fashion films have emerged as a new and revolutionary tool adopted by luxury brands at the start of the XXI Century to construct their brands. A sample of 62 fashion films from 2006 to 2016 was analyzed in order to describe fashion film’s anatomy and its main characteristics that constitute an especial type of branded content, originated by brands in their quest for exclusivity and authenticity. As a distinctive type of experiential marketing mostly used by luxury fashion brands, they would become a new communication strategy for mainstream brands, but also allow the discovery of a profound connection with consumers through audiovisual narration.