INT short essay

MKT 3304 Short Essay

Fast-fashion retailers, such as Zara, H&M, and Forever 21, demand quick changes and responses from

suppliers to answer consumers’ demands for changing fashion. Today these retailers offer new apparels

and accessories almost weekly and so ask their suppliers to be very flexible and reactive.

Bangladesh is the 2nd largest apparel producer for North American and European brands. The Rana Plaza

collapse in Bangladesh, in 2013, killing thousands of people, enlightened the lax of safety concerns, the

loose regulations, and the pressure put on these suppliers by North American and European brands.

Do you think that these retailers should be responsible for the safety conditions in apparel factories in

LDCs and LLDCs? How important are ethical concerns in their marketing strategy?