近年来走平价路线的快时尚品牌颇受大众青睐,成为实体零售店吸引客流的筹码。ZARA是其中被认为最具有研究价值的品牌,它的成功得益于与众不同的经营模式和品牌策略。本文通过从成本角度分析ZARA成功的原因,同时指出当前ZARA在成本方面存在的问题,并提出相关的建议,希望对其他快速时尚消费品牌的成本控制有积极参考意义。 In recent years, the fast-fashion brand that takes the parity route is popular with the general public and becomes the bargaining chip of physical retail stores to attract customers. ZARA is one of the brands considered to be the most research value, its success thanks to different business models and brand strategy. This article analyzes the reasons for the success of ZARA from a cost point of view, points out the current ZARA cost problems, and put forward relevant proposals, hoping to have a positive reference value for other fast fashion consumer brands cost control.