Comparative Analysis of Marketing Strategies of Fast Fashion Brands ZARA and H&M

With the development of social economy, people's pace life has accelerated, and concept consumption also been affected. Citizens to a high quality life, as well people clothing inside outside aesthetic requirements. In this demanding environment, fast fashion shifted market thus formed an important consumer trend. ZARA H&M have become most iconic brands fashion. They occupy large share in apparel retail industry through their unique marketing strategies. Therefore, paper explores strategies from three aspects: product, price, promotion. The research methods were literature review comparative analysis. This compares find out existing problems put forward suggestions.