Country of Origin Effects in Fast Fashion Markets: Zara, H&M and UNIQLO

Abstract

With this work I would like to analyze country of origin (COO) effect on Japanese consumers, and its influence on product evaluation and buying behavior towards fast fashion brands (namely Zara, H&M, and UNIQLO) with the use of a questionnaire.

My research question is to understand the degree of influence that country of origin have toward Japanese consumers, and to what extent other information cues like brand name, or price neutralize this influence.

A literature review will explain (1) country of origin and other cues effects, and also (2) how Japan changes since 1600 affected Japanese people purchasing habits. Fast fashion firms’ (3) Zara, (4) H&M, and (5) UNIQLO history and business models will also be analyzed. Then (6) an internet survey will evaluate consumer behavior and product evaluation in Japan.

With the exception of the Japanese brand UNIQLO, consumers will unlikely be able to identify Zara and H&M’s COO. Moreover price and quality, along with brand name expected to have great influence on overall product evaluation in the purchase process.