Zara Campaign Collection Spring Summer19

How can Zara maintain its leadership in fast fashion thanks to artificial intelligence?

September 1, 2019

Created in 1975, the famous fast-fashion company has proven the reliability of its widely acclaimed business model, built on technology innovation and customer experience. Using little to no advertising, Zara achieved a €16 billion turnover in 2017. 

However, the brand has recently faced three main challenges: e-commerce, competition and sustainability.

To sustain its global expansion, the brand decided last year to strengthen its digital footprint. But if Zara thrived in a physical, touch-and-feel retail era, its e-commerce sales are still lagging. Furthermore, pure-play online retailers have established an even faster production rhythm by using the latest cutting-edge marketing tools. Finally, Zara’s image has suffered recently due to concerns over the sustainable impact of its speedy logistics. 

Thankfully, Zara can count on artificial intelligence to make a difference by better forecasting best-selling products to boost its e-commerce sales

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