The case study focuses on Inditex, The report will conclude by drawing from the significant points discussed in each section. Log In Sign Up. Lucy Collier – Academia. Brief of article” internationalisation of the Spanish fashion brand Zara “, Lopez, C Kinnari Pancholi Student Name: Click here to sign up.

However, Zara should be guarded against pressure on its supply chain owing to its rapid global expansion. The global marketing strategy thus assumes utmost importance. At the later phases Zara moved toward geocentric orientation by adopting local solutions rather than merely replicating the home market. Lucy Collier – Academia. Inditex decided to diversify its brand portfolio as it wanted to increase its market share with the underlying thought that introducing the new brands will harm other competitors more than the company itself and in order to avoid cannibalization targeted different market segments with its different brands Bharadwaj, et al. San Francisco-based gap Inc. The international success of fast moving fashion.

Also, its internationalisation process has not been aggressive like Zara; Gap has been cautious in its approach and is focused only on large markets in developed countries.

case study internationalisation of the spanish fashion brand zara

Fast Fashion case study. Overall, this is likely to improve the profitability of Inditex. Zara is a Spanish clothing and accessories retailer. Journal of Fashion Marketing and Mangement, 13 fashoonpp.

Companies like Zara which have imbibed this philosophy in their marketing strategies have successfully expanded internationally. Zara adapted to trends and Moreover, casd is a difficult task for Inditex to manage multiple brands.


case study internationalisation of the spanish fashion brand zara

Zara employed intermediate modes and entered into joint ventures Germany and India and franchising Kuwait, Andorra, Puerto Rica etc. It helps Zara zars ahead of the trend curve, enables it to design, produce, and distribute clothing within a very short time-frame, and enables store managers to reorder stocks efficiently with short delivery times.

Zara opened its first international store in Portugal in Also, as compared to its rivals Zara possesses a high degree control over the supply chain functions enabling the vase to have a faster turnaround.

(DOC) International Marketing-Zara Case Study | Viktoriya Karakusheva –

Fast fashion Zara is a Spanish clothing and Skip to main content. Recently, Gap has been facing difficult times due to strong competition and erosion in its target market of younger buyers. San Francisco-based gap Inc. Thanks to its specific business model, the fast-moving fashion, the Click here to sign up.

case study internationalisation of the spanish fashion brand zara

This will be followed by detailed answers to questions in the case study. It has become a prime example of speed, agility, and innovation in retailing world.

Moreover, there is high degree of internal competition between sales managers of different brands to push the sales of their respective brands.

This can be seen in the case of It is a vertically integrated retailer and controls most of the steps on the supply chain. Conclusion Globalization has created new markets but has also resulted in increased competition and new challenges in the market place.

Also, there is no doubt that it has helped the company improve its overall visibility. This case study focuses on the international fqshion policy of the Zara brand Inditex group. Tata Group is a well established brand in India; Zara forming a joint venture with Tata The international success of fast-moving fashion Managing Brands in a Changing World.


Case Study: The International Growth of Zara

Internationalisation of the Spanish fashion Asian and European Experiences. The international success of fast moving fashion. However, the idea of marketing as a standardised product with a uniform marketing plan is a misnomer. We use cookies to make interactions with our website easy and meaningful, to better understand the use of our services, and to tailor advertising. The multi-brand strategy also works as a shield for Inditex as the image of one brand is not associated with other brands the company markets and there will be minimal effect on other brands if one brand does not do well or faces a problem.

Also, the negative feedback of one brand may have an adverse impact on the goodwill of other brands. The JV has helped the company to build relationship brnad Indian customers and establish the distribution function.