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From The Runway To The Racks: A Comparative Analysis Of Gucci And Zara, Hailey Bauer
From The Runway To The Racks: A Comparative Analysis Of Gucci And Zara, Hailey Bauer
Experience Industry Management
The fashion industry is constantly evolving. Today, consumers face more choices than ever when it comes to purchasing clothes. The purpose of this study was to examine a high-end luxury brand, Gucci, and a fast fashion brand, Zara, to compare and contrast their marketing strategies, sustainability practices, brand personality, and customer experiences. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Gucci and Zara’s marketing, sustainability, and customer experience practices. The study resulted in findings indicating the importance of social media and online marketing platforms for the increase of sales and …