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Impact on the Sustainable Development Goals (SDGs)

Analysis of institutional authors

González-Padilla PCorresponding Author

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Big data optimization in Zara: How Zara Will optimize its process with big data due to the COVID-19 situation

Publicated to:Advanced Digital Marketing Strategies In A Data-Driven Era. 145-157 - 2021-01-01 (), DOI: 10.4018/978-1-7998-8003-5.ch008

Authors: González-Padilla P; Zori CG

Affiliations

Rey Juan Carlos University, Spain - Author

Abstract

This chapter will address the issue of online sales in the fast fashion sector, specifically Zara, the flagship brand of the Inditex textile group. Since 2012, Zara has been working on a plan to close, restructure, and optimize its physical shops, a process that was accelerated in 2017, and which has been affected by the global pandemic that began in early 2020. These two events have caused online sales to exponentially rise with, in turn, the percentage of returns. This is the objective of this chapter: to analyze where Zara is in terms of online sales and returns and how, through digital marketing and the application of tools such as big data, it can reduce the large volume of online returns that it has to deal with. © 2021, IGI Global.

Keywords

Good health and well-being

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

Esta aportación ha sido publicada por la editorial Igi Global according to the SPI Ranking, y en el año de publicación del trabajo, 2021-01-01, es considerada en la posición Q2.

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-06-19:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 14 (PlumX).
Continuing with the social impact of the work, it is important to emphasize that, due to its content, it can be assigned to the area of interest of ODS 3 - Ensure healthy lives and promote well-being for all at all ages, with a probability of 61% according to the mBERT algorithm developed by Aurora University.

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (González Padilla, Paula-Adriana) and Last Author ().

the author responsible for correspondence tasks has been González Padilla, Paula-Adriana.