A Road to Become Successful in The Fashion Industry of China: A Case Study of Zara

In this research, it was found that Zara is facing issues while maintain its profitability and also while maintaining its large stores. Existing information collected from websites and articles show that Zara provides inferior quality products, does not have factory in China, focuses less on e-commerce activities, and contributes directly to environment pollution through waste generation in China. These are reasons that the organization is losing its brand image in China. To improve its current condition, it is recommended that Zara should improve its products, focus more on marketing, develop factories in China and reduce environment pollution.