Faced with numerous challenges, fast fashion brands are also actively exploring new development paths to adapt to market changes and achieve sustainable development.

(I) Digital transformation
Under the sweep of the digital wave, fast fashion brands have accelerated the pace of digital transformation. ZARA is a typical example. Its parent company, Inditex Group, has embarked on a digital transformation journey since 2012. As of fiscal year 2021, it has invested more than 13 billion euros. By using big data and artificial intelligence technologies, ZARA can conduct real-time analysis of sales data, customer behavior, etc., and respond quickly to market demand. In the first quarter of fiscal year 2022, Inditex Group's sales increased by 36% year-on-year to 6.74 billion euros. Although online sales were only 6% lower than the same period last year, they were almost the same as the online sales in the first quarter of 2021 when they increased by 67%.

In order to provide consumers with a more convenient shopping experience, ZARA has also vigorously promoted the integration of online and offline. Its stores are equipped with advanced technologies such as virtual fitting rooms and electronic receipts. Customers can quickly try on their favorite clothes in the virtual fitting room without the tedious process of changing clothes. Electronic receipts make it convenient for customers to save shopping records and check them at any time. ZARA has also launched an online live broadcast room, inviting fashion bloggers and designers to broadcast live, show new products, interact with consumers, answer questions, and enhance the interaction and stickiness between consumers and the brand.

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