Research on Using the SICAS Model to Analyse the Zara Marketing Strategy

Abstract

The rapid evolution of the fashion industry in recent decades has been characterised by the rise of fast fashion, which challenges the traditional bi-annual fashion cycle by producing and disseminating new styles in a much shorter timeframe. Fast fashion democratises the fashion world, making trendy clothing accessible and affordable to a broader audience. A principal player in this transformation is Zara, conceptualised by Amancio Ortega, which grew from a small shop in A Coruna to a worldwide retail empire, epitomising the ethos of "instant fashions". This transition in the industry parallels shifts in consumer behavior models. Historically, the AIDA model suggested a progression from Attention to Interest, Desire, and Action. However, with the advent of the Internet, this model has evolved. The AISAS model, proposed in 2005, adjusts for the digital age by including the Search, Action, and Share stages. This was further modified to the SICAS model in 2011, encompassing stages of Sense, Interest and Interactive, Connection and Communication, Action, and Sharing. This model delineates the steps of brand-consumer interaction in today's digital age, emphasising the significance of connectivity, communication, and sharing in the consumer's purchasing journey. The article introduces the Zara marketing strategy based on the SICAS model.