CASE STUDY INTERNATIONALISATION OF THE SPANISH FASHION BRAND ZARA

This case study focuses on the international marketing policy of the Zara brand Inditex group. The report will conclude by drawing from the significant points discussed in each section. Lucy Collier – Academia. Journal of Fashion Marketing and Mangement, 13 2 , pp. Internationalization of the Spanish fashion brand Zara. The international success of fast moving fashion. At the later phases Zara moved toward geocentric orientation by adopting local solutions rather than merely replicating the home market.

Moreover, Zara has a wider global presence than its competitors. Thanks to its specific business model, the fast-moving fashion, the It helps Zara stay 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. Tata Group is a well established brand in India; Zara forming a joint venture with Tata MSc International Business Economics. However, Zara should be guarded against pressure on its supply chain owing to its rapid global expansion.

case study internationalisation of the spanish fashion brand zara

A business vision for specifically Zara, a fashion based products Lucy Collier – Academia. Also, as compared to its rivals Zara possesses a high degree control over the supply chain functions enabling the firm to have a faster turnaround.

case study internationalisation of the spanish fashion brand zara

Journal of Fashion Marketing and Mangement, 13 2pp. Since Tata is already a very well- known clothing line distributor in India, Zara borrowed its knowledge and expertise to coin a strategy of combining local and global clothing lines, thus regarding cultural branx as well as offering trendy international clothing for customers with Westerns orientation.

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case study internationalisation of the spanish fashion brand zara

Thus, Zara has been able to use the retail image or the trust of customer on the existing brand name as a tool to promote new brands while successfully warding off the risks of cannibalization. Overall, this is likely to improve the profitability of Inditex.

This can be seen in the case of Internationalization of the Spanish fashion brand Zara. International Marketing-Zara Case Study. Internationalisation of the Spanish fashion brand Zara more. Journal of Fashion Marketing and Management: Internationalisation of the Spanish fashion brand Zara.

Enter the email address you signed up with and we’ll email you a reset link. Also, the negative feedback of one brand may have an adverse impact on the goodwill of other brands. Zara employed intermediate modes and entered into joint ventures Germany and India and franchising Kuwait, Andorra, Puerto Rica etc.

Zara comes out with 11, collections fashion items per year as compared to its rivals who introduce two collections Temporal, This will be followed by detailed answers to questions in the case study.

case study internationalisation of the spanish fashion brand zara

Also, there is no doubt that it has helped the company improve its overall visibility. However, it should be guarded against cannibalisation risks emanating from its e-commerce channels.

Case Study: The International Growth of Zara

Purchasing global luxury brands internationalisahion young Korean consumers. Recently, Gap has been facing difficult times due to strong competition and erosion in its target market of younger buyers. Kinnari Pancholi Student Name: The name Tata in India is a brand to reckon caase and helped Zara with market penetration. 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.

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Zara operated stores in all Spanish cities. Moreover, there is high degree of internal competition between sales managers of different brands to push the sales of their respective brands.

The international success of fast-moving fashion Zara Internationalisation – slideshare. Iglika Karakusheva Student Number: Zara adapted to trends and The company has not been able to expand aggressively in India partly due to the strict rules and regulations imposed by the Indian government on overseas investments.

The global marketing strategy thus assumes utmost importance. Help Center Find new research papers in: Tata Group is a well established brand in India; Zara forming a joint venture with Tata MSc International Business Economics.