College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Experience Industry Management Department
Degree Name - Author 1
BS in Recreation, Parks, and Tourism Administration
Kevin Lin, College of Agriculture, Food and Environmental Sciences, Experience Industry Management Department
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 consumer engagement for these two fashion brands. Gucci and Zara both need to improve their sustainability efforts to lead the way for other companies in the fashion industry.