||The term “Fast Fashion” has been under the spotlight since the Zara Empire emerged. Zara is one of the clothing retailers under a Spanish textile design, manufacturing and distribution group, the Inditex Group. Zara accounts for 70 to 80 percent of Inditex’s retail sales on average. The founder, Amancio Ortega, has become the richest man in Spain and also one of the world’s richest people. Inditex has 3207 stores located in 63 countries all over the world up to the fiscal year 2005. |
Zara has made elite fashion accessible to the mass market and has decreased the lifetime of clothing by providing customers new clothes to pick out every five to six weeks. In other words, Zara has made trendy clothing become disposable stuff. Studies and the garment industry call this phenomenon-- “Fast Fashion”.
This study aims at clearly defining “Fast Fashion”, and analyzing Zara’s positioning strategy and business model. By analyzing Zara’s unusual structure, this study comes to a conclusion that clothing retailers would need some resources and core capabilities to implement fast fashion positioning strategy. However, fast fashion positioning strategy is not necessarily a competitive advantage for every clothing retailer.