"Zara’s fast-fashion model induces a dissatisfaction ("see now-buy now") behavior to ~11M consumers."

In 2019, the fast fashion market reached $35.8 Bn¹. Fast fashion is the large production of cheap clothing to keep up with changing trends and styles, thus increasing consumers' demands and encouraging overconsumption². A decade ago, there were 20 new trends each year, but this has now risen to around 52 trends per week². Every three weeks, new fashion collections are offered to consumers^4;p3. These new collections have changed consumers' fashion consumption habits and fuel dissatisfaction among consumers ("see now-buy now" behavior)^4;p3,⁶. Consumers no longer purchase what they require but what they desire². Most times, the clothing and accessories produced by fast-fashion brands are of low quality and therefore need to be repurchased and replaced more frequently³.

Inditex, through its brands including Zara, which accounts for the highest part (69.3%) of the company's net sales^8;p18 provides fashion products such as clothing, accessories, footwear, shoes to around 15.4 Mn customers⁷,¹². The company operates about 6,829 stores in 94 countries & online stores in 216 countries, including Spain⁷.

Through its fast-fashion business model, Zara (10.9 Mn customers)¹² enhances consumers' demand for instant availability of the latest styles⁹. The brand is known as the "undisputed king of fast fashion" ¹⁰. The brand releases over 20 new product collections every year, with new items arriving in stores twice a week⁹. On average, Zara's customers visit 17 times a year, compared to 3-4 times for its competitors¹⁰. Customers spend around EUR3,552 yearly (estimation) for shopping at Zara stores¹¹.

Zara has fueled dissatisfaction to millions of its customers through its fast-fashion model and imposed a financial burden on them.

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