Fast Fashion and brand identity

Abstract

This article was developed with the purpose of understanding the fast fashion phenomenon, the reasonsfor its success and how the sector companies establish brand identity towards its consumers. To achieveour objective, we conducted a literature review and comparative analysis of the parameters that governthis phenomenon and guidelines for building brand identity. As a result, it was shown that the firms inthis sector have potential to join a process of building brand identity, such as the spanish firm Zara, whichhas made communication a key tool in order to establish ties with their customers and develop its brandidentity.

Keywords

• Fast fashion
• Identidade de marca
• Consumo.