Analyzing the Strategic Impact of Zara’s Branding Strategies on Consumer Engagement and Market Position

¹ College of Foreign Languages, Huaihua University, Hunan, 418000, China
² The Grier School, PA Tyrone, 16686, the United States
³ Shanghai Guanghua Cambridge International School, Shanghai, 201319, China

^* Corresponding author’s mail: ebrown51523@student.napavalley.edu

Abstract

Zara is well-known in China as a leader in fast fashion brands. The brand has a large market share among apparel brands and consistently earns big profits. However, as a result of the pandemic, changes in buying patterns, and the growth of indigenous Chinese brands, the development of many overseas fashion companies in China has slowed, besides ZARA. Based on this context, this article explores the Zara fashion brand’s traditional strategy, including its profit model, competitive advantages, product functions, and marketing model. At the same time, a SWOT analysis model is established to help evaluate the brand’s strengths and weaknesses. The article proposes creative ideas, integrates the general environment, and uses social networks, media, and other technologies in order to carry forward the brand’s advantages, make the brand self-reform, and bring the brand as a whole closer to Chinese consumers, which can empower the brand. The suggestions that are provided in this article can fulfill the demands of local customers and maintain sustainable long-term brand growth.