Academic Journal of Business & Management, 2024, 6(8); doi: 10.25236/AJBM.2024.060816.
Yuhang Shen, Yanzhi Chen
Yangzhou University, Yangzhou City, Jiangsu Province, 225127, China
With the rapid progress of e-commerce technology, the public's consumption path and habits are experiencing unprecedented changes. In the digital era, fast fashion clothing brands have quickly won the warm pursuit of consumers in the Chinese market with their rapidly updated, trend-leading design and people-friendly prices. As a leader among the fast fashion brands, Zara's successful implementation of its digital marketing strategy in China makes it stand out in the fierce market competition and win a firm market position. This achievement not only highlights Zara's strong market insight and brand influence, but also provides valuable reference and inspiration for other brands. This article will explore how Zara has made outstanding achievements in the field of digital marketing in the context of the digital era, focus on the detailed analysis and interpretation of Zara's digital marketing strategy. At the same time, this article will also put forward relevant suggestions for other clothing brands in the Chinese market, to help them better understand and adapt to the marketing changes in the digital era, so as to stand out in the fierce market competition.
Digital Marketing, E-commerce, Social Media Marketing, Big Data Analysis
Yuhang Shen, Yanzhi Chen. Research on Zara Digital Marketing Strategy. Academic Journal of Business & Management (2024) Vol. 6, Issue 8: 101-108. https://doi.org/10.25236/AJBM.2024.060816.
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