Singapore is a paradise for fashion lovers and the perception of fashion among the people of Singapore is unique and striking. One can get a good idea about the fashion in Singapore from the number of international brands that flood the beautiful shopping malls in Singapore. These brands include Giorgio Armani, Gucci, Valentino, Prada, Donna Karan, Marks & Spencer and many more. Singapore is one of the first countries in Asia to have the best of all international brands, accessories and cosmetics available in its local stores.

Zara is the oldest, most internationally established company of the Spanish retail group Inditex SA. It is a high-fashion concept offering apparel, footwear and accessories for women, men and children. By focusing on shorter response times, the company ensures that its stores are able to carry clothes that the consumers want at that time. Zara offers its customers a unique mix of affordability, exclusivity and differentiation, as well as creating a unique shopping experience.

This dissertation will discuss the study on consumer’s perception of shopping in Zara. The main objective is to understanding consumer’s perception and behaviour on Zara products and what factors affect of fast fashion consumer behavior that influence shoppers for shopping’s habits.

The research was conducted by 132 respondents aimed to better understand consumer’s purchasing behavior. The results of this research was collected from all current consumers those living in Singapore. Therefore, with the literature review, data collected will provide suitable recommend to marketing mix strategies to improve customers’ satisfaction

Study includes:

Chapter 1: Introduction

Chapter 2: Literature Review

Chapter 3: Methodology

Chapter 4: Finding and Analysis