Overcoming the difficulties caused by the COVID-19 pandemic by using adapted marketing logistics in the "Zara" company

Abstract

The COVID-19 pandemic has changed the way people live on the planet. The global economy suffered the biggest blow. The fashion industry has been forced to implement significant changes in their value chains. The subject of the research carried out in this work is to look at the specifics of marketing logistics activities that companies operating in the fashion industry were forced to implement in order to adapt to the business conditions that arose as a result of the COVID-19 pandemic. The aim of the work is to point out the most important specifics of marketing logistics in the fashion industry in the conditions of the COVID-19 pandemic, using the example of the Zara company, which effectively and quickly implemented numerous adjustments, which enabled it to reduce the negative impact of the crisis event.