En jämförelse mellan H&M & Zara´s förmåga att leverera ett ... - BADA

Abstract
Title: A comparison between H&M & Zara´s ability to deliver a fast fashion – Towards the
customers comprehension
Authors: Hedvig Larsson and Pauline Ogheden
Completed (year): 2009
Tutor: Vigo Peterzon
Language: Swedish
During the last year there has been a globalization of trade. Because of the development of
more sophisticated information's - and communication technology the boundaries and the
physical distance have been smeared out between company as well as countries. Furthermore
it generates that many companies have restructured to global value chains. Because of the
increased access the marketplace has become harder and more competitive than ever.
Since the customers nowadays have more access to product information the consume patterns
and behaviour has been changed. Through the increased knowledge the consumers requires
more of the products. Today’s consumers values not only prise and quality but are also
demanding quality products which are tailored to individual needs and tastes. Companies
focus has changed from price to the ability to quickly respond on new trends and customer
demands. Fashion companies in the textile sector appear on a complex and unpredictable
market where new trends and the demand shifts quickly. In order to be competitive on the
market the companies need to renew their range of fashion products several times in season.
Fashion goods have a short life-cycle, measured in months or even weeks. Fashion products
have become a consumable and embarrassed in the concept fast fashion. Management of an
effective purchase process is therefore very important in order to meet the requirement on
having the right product, in right quality, in right quantity at the right time.
The purpose of the thesis are to investigate, describe and analyze the connection between the
case companies H&M and Zara´s different ways of deliver fast fashion in relation toward the
consumers understanding of them as a trend conductive on the market.
In our paper we have been using a hermeneutist perspective. We have interpreted the
collected material, sow as responders attitudes about the case companies purchasing
strategies. The approach has been adductive and then we have been waged from both
collected theory and empiric materials. The collected empiric material endure in a qualitative
questionnaire survey that lies to shallow for our analysis and conclusion. In the essay has both
the secondary and primary data compliments each other in order to achieve the study's aim
and to answer to our problem wording.
Through our analysis, we can come to the conclusion that the customers' view about Zara and
H&M´s ability to deliver a fast fashion is very even in that sense that no company was being
identified as better than the other. We can also make the conclusion that the customers'
assumptions not only come from the products visible in store, but also from their own attitude
towards fashion and the company's accessibility and interaction with the customer. Another
conclusion was that one of the most important attributes is a product fashion degree and that it
is important that companies can apply a ”quick response” strategy in order to be successful on
fashion the market.
Keywords: Fast fashion, Purchase strategies, Quick response, Costumer perspective
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