International Business Strategy of fast fashion Brands (On the example of Zara)

Abstract

With the development of social economy, the development of people's consumption concept and the acceleration of the pace of life, some international fast fashion brands in China have developed rapidly, which has greatly impacted local brands. Fast fashion brands, such as ZARA and Uniqlo, occupy a large market share in China due to their marketing strategies. Therefore, this paper analyzes the transnational operation situation of domestic fast fashion clothing enterprises and ZARA's transnational operation strategy, and puts forward suggestions on how to implement transnational operation strategy of Chinese fast fashion clothing enterprises.