 Mini Marketing Case: Zara – Inditex From Fast Fashion to a New CSR Charter – Eco-friendly fashion SWOTMini cas marketing Zara -Inditex de la fast fashion à une nouvelle charte RSE – mode éco-responsable SWOTPatrice Ballester ()
Post-Print from HAL Abstract: We take the example of Zara (Fashion & Textiles), a globally renowned brand that is increasingly engaging in a process of resilience in line with the imperatives of sustainable development for commercial activities and the planet. Inditex, Zara's parent company, has incorporated the Sustainable Development Goals (SDGs) into its strategy since the COVID-19 pandemic, proposing to act more swiftly through a set of sustainability-oriented objectives. The company recognises the risks of a "misalignment" of its economic and marketing model, which is based on disposable fashion (fast fashion), with the long-term future of the planet. Moreover, it is important to relate the planetary risks to the exploitation of raw materials, particularly cotton, which requires significant water consumption and generates considerable pollution during garment production through various chemical processes. These risks are observed on a global scale, given the geographical distribution of the group's factories. For Zara, all garments made from cellulosic fibres will be 100% sustainable by 2025, while polyester and linen are to be fully recycled or sustainably sourced. Inditex also plans for 50% of its garments to bear the "Join Life" label, a technique and manufacturing procedure using recycled materials (plastic) or sustainably produced resources. The group has introduced a new CSR charter and aims to reduce water consumption by 25% across its supply chain by 2025. Zara targets net-zero emissions by 2040 and is envisioning new forms of cooperation with organic producers. The COVID-19 pandemic has provided an opportunity for reconceptualisation and a shift in mindset for both designers and consumers, fostering a new type of partnership and local production, particularly in Europe. The Inditex entity, which includes Bershka, Massimo Dutti, Oysho, and Pull & Bear, is expanding collaborations with other actors, such as StyleLounge. Marta Ortega, the founder's daughter, has embraced a more sustainable strategy for the group, initiating a new growth cycle at the end of 2021 through digital transformation, new partnerships, and enhanced product traceability. A Swot -S analysis. Keywords: Fast Fashion; Zara; SWOT; Marketing; Eco-friendly fashion; Indetex; Mode éco-responsable; mode éphémère (search for similar items in EconPapers) Published in AFM. Marketing pour une société responsable, se former au marketing et transformer le marketing, 11p., 2022 There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05432605 Access Statistics for this paper More papers in Post-Print from HAL |
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