Growing Criticism and the Importance of Sustainability in the Fashion Industry

Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Applied Sciences Essen, language: English, abstract: The following work introduces the topic of the marketing mix and specifically analyzes ZARA's marketing mix in order to obtain information about how ZARA's marketing strategies are implemented in practice. This analysis is performed by using the scientific approaches of McCarthy (4 P´s) and Kotler (4 C's). Another part in this assignment is to identify if the chosen product or brand generates value for the society and the environment. After a short introduction into the topic, ZARA´s marketing mix is presented with a focus on the following factors; product (customer value), price (customer costs), place (customer convenience) and promotion (customer communication). Chapter 3 refers to the topic promotion (customer communication) in chapter 2 and deals with the criticism of ZARA regarding sustainability and the respect of human rights in ZARA's production sites. The conclusion includes a personal, critical statement and is presented along with an outlook on future research in chapter 5.