Comparative Analysis of Marketing Strategies of Fast Fashion Brands ZARA and H&M

Abstract

With the development of the social economy, people's pace of life has accelerated, and the concept of consumption has also been affected. Citizens to a high quality of life, as well as people to clothing inside and outside the high aesthetic requirements. In this demanding environment, fast fashion has shifted to the market and thus formed an important consumer trend. ZARA and H&M have become the most iconic brands of fast fashion. They occupy a large market share in the apparel retail industry through their unique marketing strategies. Therefore, this paper explores the marketing strategies of ZARA and H&M from three aspects: product, price, and promotion. The research methods were literature review and comparative analysis. This paper also compares the marketing strategies of ZARA and H&M to find out the existing problems and put forward suggestions.