Question
Zara might face several challenges in creating a great resale experience. Firstly, convincing customers to buy less and pay more could be a significant hurdle, as fast fashion consumers typically prioritize low cost and convenience. Secondly, Zara would need to ensure the quality and condition of resold items to maintain their brand reputation. Lastly, logistical challenges such as managing inventory and facilitating transactions could also pose difficulties. To overcome these challenges, Zara could invest in quality control measures, develop an efficient resale system, and educate consumers about the benefits of sustainable fashion.
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The key here is that Christensen says the innovator's dilemma is not actually a technological challenge, but a transition point where technology satisfies enough that it becomes a marketing challenge. Think about why fast fashion overtook high-end retailers to begin with: consumers wanted convenience, reliability, and low cost. Once product performance is good enough, the user experience dominates. If Zara can create a great resale experience, it could stave off the competition and regulators — so long as it can convince customers to buy less and pay more. *It will be a tough needle to thread.*
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