Analysis of the Marketing Strategy of the Zara Brand in the Era of the Digital Economy

Abstract

With the continuous popularization of the Internet today, the digital economy has become the main force of national economic development, especially after the outbreak of the epidemic. People are more concentrated on online consumption, and international fast fashion brands with stores as the main sales mode have been hit hard. Therefore, digital transformation is of great significance to contemporary fast fashion consumer brands. This paper takes the marketing strategy of the internationally famous clothing brand Zara in the process of digital transformation as the research content. Based on the existing literature and data, this paper uses the SWOT model to analyze the advantages and disadvantages of its strategy. The results confirmed the vertical distribution system of brand integration and the marketing strategy of keeping up with fashion prices and close to the crowd, found problems such as low efficiency of online promotion and lack of innovation in online sales, and suggested strengthening social media marketing, improving online sales platform and other suggestions to provide effective measures for the digital transformation of fast consumer goods brands such as Zara.