Research on the marketing strategies of mainstream fast fashion and luxury clothing brands based on the 4P model: A case study of Zara and Prada

Admiral Farragut Academy Tianjin, Tianjin, 300021, China

^* Corresponding author: Marilyn.liu@turtlebayedu.com

Abstract

With the continuous improvement of people’s living standards and the development of the fashion industry, people’s demand for different styles of fashion is also increasing. Therefore, the fashion industry has derived fast fashion brands and luxury brands to meet the fashion needs of the public. In the continually evolving fashion industry, marketing has emerged as an integral component for brands to achieve rapid market competitiveness. By employing the 4Ps theory, this study conducts a comparative analysis of the marketing strategies adopted by Zara and Prada, elucidating the mechanisms by which fast fashion labels and luxury brands respectively entice customers and sustain their positioning within the fashion sector. The results show that Zara attracts young consumers mainly through the characteristics of fast production speed and low price of products, as well as through social media publicity and online and offline sales. Prada is characterized by exquisite craftsmanship and high prices, combined with the hiring of brand spokespersons and the shaping of the atmosphere of brand boutiques to attract customers with high consumption power. The outcomes of this study provide the fashion industry stakeholders with a theoretical framework and effective solutions to address the different preferences of consumers and the market situation.