• SRISHTI GAMBHIR
• DR.ANSHIKA PRAKASH

The paper aims to gain knowledge about the brand H&M and ZARA Globally as well as In relation to its recent entry in India. Since, it has given consumer a new choice for the fast fashion products. In the clothing industry firms compete successfully by applying different business-models. H&M and ZARA are two extremes in the clothing industry. H&M’s business-model mainly focuses on outsourcing and ZARA’s business-model mainly focuses on in-house production. Also presence of its competitors from past few years has lead to a comparative study for the same. The prime aim of the paper is to study three things i.e. the brand, the consumer perception about H&M and ZARA and Comparison between both brands. It mainly focuses on Consumer preference of their brand.

: Clothing Industry, H&M and ZARA brand, business-models, Comparative study, Consumer Preference

"A STUDY ON CONSUMER PREFERENCE OF H&M AND ZARA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.854-860, June 2019, Available :http://www.jetir.org/papers/JETIR1907S35.pdf

"A STUDY ON CONSUMER PREFERENCE OF H&M AND ZARA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp854-860, June 2019, Available at : http://www.jetir.org/papers/JETIR1907S35.pdf