El papel de la comunicación digital en la industria global de la moda: análisis de la estrategia de branding de Zara

Linares Gaudó, María
Ruiz Pardos, Manuela (dir.)

Universidad de Zaragoza, FEGP, 2025

Graduado en Administración y Dirección de Empresas

Abstract: This study dives into the analysis of how Zara, the flagship brand of the Inditex Group, uses digital communication and marketing strategies to build a strong global brand identity and differentiate itself from competitors in the fast fashion industry. The research focuses on understanding how Zara integrates digital tools, social media platforms and online shopping experiences to engage consumers and reinforce its market leadership.

Tipo de Trabajo Académico: Trabajo Fin de Grado