Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Eco-shop Paradox, a case study on Zara Rome
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2012 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Sustainability is a topic paying a visit to most industries today and the fashion business is no exception.The development of eco-efficient stores is one of the efforts carried out by Inditex Group with the aim to adopt sustainability into its practices. Such stores distinguish themselves for saving electricity, water and by greatly reducing the amount of CO2 that is yearly produced. The concept was initiated with the Zara brand but it will be introduced to the other six brands that integrate Inditex as well. However, despite the reduction in the carbon footprint it cannot be denied that the fast fashion business model creates a paradox in terms of sustainability. The following is a case study on the Zara Rome eco-efficient store. Being a store benchmark in Europe, it explores how the sustainability concept is communicated through this model and if the identified paradox is addressed. To do so, the study analyzes the external, internal and interactive marketing of the eco-shop based on the service marketing triangle theory and the Mehrabian-Russell stimulus-response model used in visual merchandising. Participant observation on site and a content analysis of relevant documents were carried out as research methods in order to find the messages emitted on each side of the triangle. The analysis shows that the paradox in the Zara eco-shops is not being handled at the customer level, though it is being handled at internal and external levels. As a conclusion, the eco-shops effort is part of a sustainability strategy with long term perspective and it will be addressed at customer level when the company as a whole counts with a more sustainable brand identity. Additionally suggestions are offered to potentialize the communication of sustainability in an eco-shop.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2012.
Series
Magisteruppsats ; 2012.13.8
Keywords [en]
eco-shops, fast fashion, sustainability, sustainable consumer behavior, green retailing, visual merchandising, service marketing triangle, external marketing, internal marketing, interactive marketing
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-16777Local ID: 2320/11327OAI: oai:DiVA.org:hb-16777DiVA, id: diva2:1308666
Note
Program: Master in Fashion Management with specialisation in Fashion Marketing and RetailingAvailable from: 2019-04-30 Created: 2019-04-30

Open Access in DiVA

fulltext(4867 kB)75 downloads
File information
File name FULLTEXT01.pdfFile size 4867 kBChecksum SHA-512
be80e2841b032b5337e51c043c863595077dc5455d650f4516767315a38ca8796d410735eb630b27a40315f244834689cd0bc9c836e0176d56dee78f8069c208
Type fulltextMimetype application/pdf

By organisation
Swedish School of Textiles
Design

Search outside of DiVA

GoogleGoogle Scholar
Total: 75 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 46 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf