| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 100 === This paper provides strategic analysis of the international fast-fashion retailers on Croatian market. Theoretical base for analysis of fast-fashion retailers is SWOT, while Porter´s five forces model is used for overall analysis of the market. Furthermore, to give substantial insight to the characteristics of Croatia, and in order to provide environmental scanning for potential new entrants PEST analysis is used. Croatian market passed through many changes in the last few decades. Because of the war in the 1990´s, country missed the early waves of investment in Central and Eastern Europe that followed the fall of Communism. However, by the beginning of 2000´s, Croatian market was liberalized. New trends on the world´s market- speed-up production, reduction of costs, and fast response to the new trends in fashion led to the new concept of retailing called fast-fashion. It took some time for international fast-fashion retailers to enter the market in Croatia. But once they did, it became obvious that a concept of fashionable clothes at the best price is a good match for Croatians. Croatia is now facing strong competition from western multinational companies like Zara or H&M. The number of international chains significantly increased in recent years and is dominated by international tenants who have either secured a local presence directly or through a franchise partner.
Being country still affected by the 2008 financial crisis, it is yet to see future trends on the market. This situation influences the spending power of Croatians. EU accession in 2013 might bring new prospects, increase population´s spending power and boost further penetration of fast-fashion retailers to Croatian market.
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