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What is “Fresh” Fashion

Chapter 5
Handbook of Research on Managing and Influencing Consumer Behavior
Sometime called also “fast fashion”, this concept described a market driven model which quickly moves fashion from the design phase, presented on the “catwalk” to the customers. It relies on a fast (or “quick response”) supply chain.
Published in Chapter:
Managing and Influencing Consumer Behavior to Become a Worldwide Leader in the Apparel Industry
Eric Viardot (Escuela de Alta Dirección y Administración, Spain)
Copyright: © 2015 |Pages: 21
DOI: 10.4018/978-1-4666-6547-7.ch005
Abstract
This chapter details the various strategies used by Zara, a leading apparel company, to manage and influence the behavior of its customers. The chapter starts with a brief history of Zara and an overview of the apparel industry. Then it details how Zara delivers realistic and achievable fashion for its customers, and it analyzes the revolutionary concept of “fresh” fashion that Zara has been the first to implement in the fashion business. Next, the chapter provides an in-depth analysis of the pivotal role of the store and the employees in the marketing strategy of Zara for managing and influencing its customers' purchasing behavior. Afterwards, the chapter considers the unique advertising and branding strategy of Zara and the influence of its strong and powerful brand on the fashion consumers. Finally, the chapter reflects on the challenges that Zara is currently facing with its expansion strategy in the Chinese market and on the Internet where consumers may have different expectations and behaviors.
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