—“a case study on Zara”
This chapter introduces the research background of the present study. The first section is the statement of the problem containing the business environment, the developing trend and academic background of the study. Next, the specific research questions and hypothesis which are the basis of this study are presented. Last, the significance and limitations of the present research are followed.
Statement of Problem
Recent years, Fast Fashion has come into ordinary people’s daily life and connecting them with the fulfilling of the need of following the trend of fashion with a reasonable and price and approachable frequency of clothing updating. According to Reinach Simona Segre (2005), differing and beyond the concept of class, beyond those of lifestyles and luxury, there comes a new fashion culture which is now emerging in this age, and we might call “postmodern,” despite the ambiguity of the term. That is a culture of instant or fast fashion, also known as “disposed fashion” (Morgan and Birtwistle, 2009) that encourages a throwaway culture where products are disposed of before their actual life cycle has ended. It arises from the globalisation of trends, of a global concept of production and domestic marketing. Quick and easy brands capable of answering the needs of a new consumer who is fickle and changeable, and quite different from those desires prompted by life-styles and the democratisation of luxury. (Reinach Simona Segre, 2005).
Fast fashion is a generic term that covers various types of products and brands: from simple, cheap items of clothing sold on street market-stalls, to proper brands ...
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...t literatures on marketing strategy, this study hypothesised that:
H1. Time and cost are the priorities of choosing a marketing strategy;
This study is significant in both fashion industry researchers and companies or organisations who are seeking a suitable solution in making a decision of their future marketing strategies. Through exploring the antecedent and consequent factors and their relations of marketing strategy decision making based on the serious competitions among the industry, this study would attempt to provide theory-based model of how fast-fashion is building up and existed as a additional push of the sales which confirms the enthusiastic development of the organisation. Eventually, the findings of this study provide an accurate and comprehensive explanation of marketing strategy of fast-fashion and fill the gap of current literature.
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