Zara and H&M focus on brand identity to counter Shein's competition

Fast fashion giants Zara and H&M are shifting their strategy to counter the rise of Shein and other ultra-fast fashion brands.

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The fact

Instead of competing on price, they are focusing on brand identity and premium positioning.

This approach aims to retain customers seeking quality and ethical standards.

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Auto-synthesis from 1 media source · identified on September 25, 2026