• citations in SCIndeks: 0
  • citations in CrossRef:0
  • citations in Google Scholar:[]
  • visits in previous 30 days:70
  • full-text downloads in 30 days:34


article: 2 from 3  
Back back to result list
2022, vol. 70, iss. 4, pp. 63-71
Overcoming the difficulties caused by the COVID-19 pandemic by using adapted marketing logistics in the "Zara" company
University of Belgrade, Technical Faculty, Bor, Serbia
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.
Alicke, K., Azcue, X., Barriball, E. (2020) Supply-chain recovery in coronavirus times-plan for now and the future. New Jersey: McKinsey & Company
Atayah, O.F., Dhiaf, M.M., Najaf, K., Frederico, G.F. (2022) Impact of COVID-19 on financial performance of logistics firms: evidence from G-20 countries. Journal of Global Operations and Strategic Sourcing, 15(2), p. 172-196
Blaik, P. (2016) Logistics Effectiveness. Warsaw: Polish Economic Publishers
Bloomber (2020) Zara owner mitigates damage from COVID-19 shutdown. Available: https://www. [Poslednji pristup 23.10.2022]
Brown, S. (2020) Rebuilding A More Sustainable Fashion Industry After Covid-19. [Na mreži]. Available: [Poslednji pristup 15.10.2022]
Burgess, K., Prakash, J.S., Koroglu, R. (2006) Supply chain management: A structured literature review and implications for future research. International Journal of Operations and Production Management, 26(7), p. 703-729
Chan, H.-.L., Kwok, Y.-.K., Wong, S.-.M. (2022) Marketing and operational strategies during the COVID-19 pandemic: a case study of a Hong Kong footwear enterprise. Journal of Fashion Marketing and Management
Chen, C., Gu, T., Cai, Y., Yang, Y. (2019) Impact of supply chain information sharing on performance of fashion enterprises: An empirical study using SEM. Journal of Enterprise Information Management, 32(6), p. 913-935
Ciccone, C. (2020) Inditex outlines its post-COVID-19 retail world. briefs/inditex-outlines-its-post-covid-19-retailworld/. [Poslednji pristup 24.10.2022]
Dore, F., Ehrlich, O., Malfara, D., Ungerman, K. (2020) Connecting with customers in times of crisis. New Jersey: McKinsey & Company
Đorđević, T. (2009) Operativno planiranje u celokupnom logističkom sistemu. Ekonomika, vol. 55, br. 1-2, str. 131-136
Đurđević, D., Radnović, B., Ilić, M.P. (2017) Organizacija marketing logistike u funkciji tržišne konkurentnosti. Poslovna ekonomija, vol. 11, br. 1, str. 165-183
Fares, N., Lloret, J., Kumar, V., Frederico, G.F., Kumar, A., Garza-Reyes, J.A. (2022) Enablers of post-COVID-19 customer demand resilience: evidence for fast-fashion MSMEs. Benchmarking: An International Journal
Gurupandi, M., Abipriya, S. (2019) International Marketing Logistics. International Journal of Advance and Innovative Research, 6(2), p. 84-90
Hugos, M. (2020) Zara Clothing Company Supply Chain. Available: zara-clothing-company-supply-chain/. [Poslednji pristup 25.10.2022]
Inditex (2020) Annual report 2020. [Available: [Poslednji pristup 25 10 2022]
Inditex (2020) Seven brands. Available: https:// [Poslednji pristup 25.10.2022]
Jacobs, D. (2006) The promise of demand chain management in fashion. Journal of Fashion Marketing and Management, 10(1), p. 84-96
Kokeza, G., Josipović, S., Urošević, S. (2022) Poslovanje preduzeća tekstilne industrije u uslovima krize - uticaj pandemije COVID-19. Tekstilna industrija, vol. 70, br. 3, str. 4-15
Kotler, P., Keller, K. (2012) Marketing Management. Upper Saddle River: Prentice Hall
Kovacs, G., Spens, K.M. (2012) Relief Supply Chain Management for Disasters: Humanitarian Aid and Emergency Logistics. Hershey: IGI Global
Lambert, D., Stock, R., Ellram, L. (1998) Fundamentals of Logistics Management. New York: McGraw-Hill
Martin, C., Helen, P. (2003) Marketing Logistics. Routledge
McKinsey & Company (2020) Covid 19 online survey March 16 and 17. New Jersey: McKinsey & Company
Mcmaster, M., Nettleton, C., Tom, C., Xu, B., Cao, C., Qiao, P. (2020) Risk Management: Rethinking Fashion Supply Chain Management for Multinational Corporations in Light of the COVID-19 Outbreak. Journal of Risk and Financial Management, 13(8)
Milovanović, G., Milovanović, S., Popović, G. (2022) Uloga Industrije 4.0 u digitalizaciji proizvodnje i lanaca snabdevanja. Ekonomika, vol. 68, br. 2, str. 1-14
Murphy, P.R., Knemeyer, M. (2017) Contemporary Logistics, Global Edition. Pearson, 12th edition
Myerson, P. (2012) Lean Supply Chain and Logistics Management. McGraw-Hill Education
Mysore, M., Usher, O. (2020) Responding to coronavirus: The minimum viable nerve center. New Jersey: McKinsey & Company
Pantelić, I., Stojanović, N., Vićentijević, K. (2021) Uticaj pandemije COVID-19 na poslovanje u luksuznoj modnoj industriji. Tekstilna industrija, vol. 69, br. 3, str. 4-9
Perry, P., Towers, N. (2013) Conceptual framework development: CSR implementation in fashion supply chains. International Journal of Physical Distribution & Logistics Management, 43(5/6), p. 478-501
Risteski, S., Srebrenkoska, V. (2021) Moda u vreme pandemije. Tekstilna industrija, vol. 69, br. 3, str. 18-28
Rojas, J.P.F. (2021) COVID-19: Zara owner Inditex sees global sales top pre-pandemic levels. Available: [Poslednji pristup 23.10.2022]
Ross, D.F. (2004) Distribution Planning and Control. Springer
Sanghee, K., Hongjoo, W. (2021) Global fashion retailers' responses to external and internal crises during the COVID19 pandemic. Fash Text, 8(32), p. 1-26
Sanjoy, K.P., Priyabrata, C., Moktadir, H.L.K. (2021) Supply chain recovery challenges in the wake of COVID-19 pandemic. J Bus Res, 136, p. 316-329
Sarma, P.R.S., Kumar, A., Choudhary, N.A., Mangla, S.K. (2021) Modelling resilient fashion retail supply chain strategies to mitigate the COVID-19 impact. International Journal of Logistics Management
Shabir, S., Albishri, N. (2021) Sustainable Retailing Performance of Zara during COVID-19 Pandemic. Open Journal of Business and Management, 9, p. 1013-1029
Sugg, B. (2022) Circular textiles innovation during COVID-19: not the silver lining some had hoped for. Journal of Fashion Marketing and Management, p. 1-16
Sword, A. (2020) Zara owner says supply chain flexibility 'pivotal' in reducing COVID impact. Internet Retailing, July, pp. 24-27
Tam, F.Y., Lung, J.W.Y. (2022) Impact of COVID-19 and innovative ideas for a sustainable fashion supply chain in the future. Foresight
Thompson, W. (2020) COVID-19: Eight ways to stay connected with customers. Available: https:// [Poslednji pristup 24.10.2022]
Twin, I. (2020) The Impact of COVID-19 on Logistics. International Finance Corporation
Vasiljević, D., Jovanović, B. (2008) Menadžment logistike i lanaca snabdevanja. Beograd: Fakultet organizacionih nauka
Vuković, A., Vuković, M., Urošević, S., Mladenović-Ranisavljević, I. (2021) Upravljanje komunikacijama u kriznim situacijama u preduzećima tekstilne i odevne industrije. Tekstilna industrija, vol. 69, br. 3, str. 10-17
Wolf, C. (2020) Tracking the Fashion Industry's Evolving Response to the Coronavirus Crisis. Available: -coronavirus. [Poslednji pristup 24.10.2022]


article language: English
document type: Review Paper
DOI: 10.5937/tekstind2204063J
received: 27/10/2022
revised: 30/11/2022
accepted: 01/12/2022
published in SCIndeks: 13/01/2023
Creative Commons License 4.0

Related records

No related records