Postmodernism and Brand Management in Fashion Industry: Zara as a Case Study

Abstract

The present article addresses the postmodern interpretation of brand management in tandem with fashion industry. Contrary to modern perceptions, consumers are no longer docile and passive elements in the marketing chain. In contemporary brand management, consumers exert paramount pressure on brand construction, so much so that the two are irreconcilable. This study underscores the value of postmodern management on Zara as a fashion brand. Upon affirming this claim, this study employs phenomenology as a methodological framework. Phenomenology explores the subjective relations that underpin the relationship between brand management and postmodern marketing strategies. The investigation of this relationship engenders an abductive approach. This abductive approach tackles consumer traits like fragmentation, uncertainty, and perpetual change in the light of generating a postmodern insight. The validity of this postmodern insight rests on how it effectively resonates with brand management. The data of this study is collected through in-depth interviews and secondary literature that features books, articles, and marketing documents. As for the data analysis, this study employs a qualitative approach based on the extraction and interpretation of themes. These themes express how postmodern marketing introduces consumer complexity into brand management. This study concludes with the claim that the generated data remains utterly subjective and interpretive.