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Analysis of Business Models of the Multinational Fashion Retail Companies (Case Studies of Inditex and H&M)

ФИО студента: Mariia Manyakina

Руководитель: Nadezhda Zinkovich

Кампус/факультет: Faculty of World Economy and International Affairs

Программа: World Economy (Bachelor)

Год защиты: 2019

The modern fashion retail industry is said to be a highly competitive and constantly developing field, due to which it is important to understand how businesses can successfully operate in such an environment. Research on the business model has been recently growing at a rapid rate, since the business model tends to be considered as an integral concept in marketing and management. However, there have been few studies on the business model design in the apparel industry and its relationship to successful operation. The purpose of this study is to identify the specific features of business models of modern fashion retail brands using the case study of Inditex and H&M and to elaborate recommendations on how to improve the efficiency of companies in Fast Fashion. Comparative analysis of Inditex and H&M business models as well as analysis of the literature on the topic will be used to conduct a comprehensive research, based on a qualitative approach. This paper is expected to contribute to the modern literature on the study of business models in general, as well as to research on the use of specific business models in fashion retail. The study reveals that fast-fashion brands have significant differences in their business models. Their competitiveness and efficiency can be increased by developing the business model in three areas: nearshoring, shifting from production in advance to the “quick response” approach, developing continuous downstream and upstream communications.

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