Case analysis of Zara localization failure in China market
DOI:
https://doi.org/10.54691/bcpbm.v38i.3935Keywords:
Zara, fast fashion, localization failure.Abstract
Zara is one of the biggest fast fashion industries in China market, some researchers discovered that during the recent decade Zara was gradually declined but the main reason for Zara's decline is still a lack of a unified explanation. Therefore, our research topic is “Case analysis of Zara localization failure in China market” and in this paper, we have used SWOT analysis to analyze the strengths, weaknesses, opportunities, and threats of ZARA. And our research showed that there is a lot of question that cause Zara to fail in China market such as potential political controversial statement (Xinjiang cotton issue), the acceptance of fast fashion downward in China market, epidemic, competition, and so forth. Furthermore, our suggestion for Zara is to avoid any potential political controversial statement, more focus on the online platform, and do more research on China market.
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