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Aim: To investigate how marketing collaborations affect the brand equity of fast fashion brand: a case study of Zara.
Objectives:
1) To identify the effectiveness of collaboration strategy in the fast fashion industry
2) To assess the effect of collaboration on the marketing strategy of Zara
3) To analyze different brand collaborations and assess their success and failure
Research Questions:
Whether the brand collaboration strategy would benefit sales motivation and revenues of Zara?
Whether the brand collaboration strategy would increase the market share, awareness and reputation of Zara?
Whether the brand collaboration strategy would help Zara change position over competitive?
Whether the brand collaboration strategy would benefit brand image of Zara?
Whether Zara need to put more emphasis on brand collaboration?
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