I摘要：ZARA 成立至今，已发展成为国际知名的服装品牌，据统计在世界近 60 个国家里，已经设立有超过两千多家，是国际知名的服装连锁店。随着经济的发展，服装行业跟前几年相比发生了巨大的变化。从现在服装市场占有率上可以看出，快时尚消费占据了我国大部分的时尚市场，并且快时尚作为当下最为火热的服装产业，已经在全球范围内普及开来。而在中国区域，快时尚行业发展的速度尤为迅速，快时尚行业其以自身对时尚元素的及时把握、较低的价格和快速的产品更新，满足消费者对于时尚服装的期望。ZARA 的文化战略可以概括为“文化资本滴漏”理论。它们将精英亚文化的意识形态理解、解释、复制，然后传递给消费者群体，它们既能创造一种品位体验，同时又是易于接近的。ZARA 的时尚品牌开启了一种新的商业模式，被称为“快速时尚”，即公司将消费水平高的阶层群众所喜爱的时尚产品通过降价引入大众市场，从而在大众市场流行起来。IIAbstract: ZARA has developed into an internationally renowned clothing brand since its establishment. According to statistics, more than 2,000 clothing chain stores have been set up in nearly 60 countries in the world. With the development of economy, the clothing industry has undergone great changes compared with previous years. As can be seen from the current market share of clothing, fast fashion consumption occupies most of China's fashion market, and fast fashion, as the hottest clothing industry at present, has been popularized worldwide. In China, the fast fashion industry is developing at a particularly fast speed. The fast fashion industry meets consumers' expectations for fashion clothing with its timely grasp of fashion elements, lower prices and rapid product updates. ZARA's cultural strategy can be summarized as the theory of " cultural capital dripping". They understand, explain and copy the ideology of elite subculture, and then pass it on to the consumer group. They can create a taste experience while being easy to access. ZARA's...
