CASE STUDY INTERNATIONALISATION OF THE SPANISH FASHION BRAND ZARA

The company also took benefit from the shared infrastructure, technology, and human capital of Tata. International Marketing-Zara Case Study. Moreover, there is high degree of internal competition between sales managers of different brands to push the sales of their respective brands. Zara operated stores in all Spanish cities. Zara is a fashion imitator and its competitive edge depends on understanding the current fashion trends that customers want and delivering it efficiently and speedily. Zara is the main brand of the Inditex group, Kinnari Pancholi Student Name:

We use cookies to make interactions with our website easy and meaningful, to better understand the use of our services, and to tailor advertising. Remember me on this computer. Managing Brands in a Changing World. Zara comes out with 11, collections fashion items per year as compared to its rivals who introduce two collections Temporal, At the later phases Zara moved toward geocentric orientation by adopting local solutions rather than merely replicating the home market.

Also, the negative feedback of one brand may have an adverse impact on the goodwill of other brands. MSc International Business Economics.

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

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 hrand different market segments with its different brands Bharadwaj, et al.

Journal of Fashion Marketing and Mangement, 13 2pp.

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case study internationalisation of the spanish fashion brand zara

Zara is a fashion imitator and its competitive edge depends on spwnish the current fashion trends that customers want and delivering it efficiently and speedily. However, there internationallisation certain disadvantages which Zara face owing to its joint venture with Tata.

Also, there is no doubt that it has helped the company improve its overall visibility. Case answers for ZARA: The main part of the case examines the key aspects in the internationalisation of Zara namely: Zara employed intermediate modes and entered into joint ventures Germany and India and franchising Kuwait, Andorra, Puerto Rica etc. Asian and European Experiences.

case study internationalisation of the spanish fashion brand zara

The JV has helped the company to build relationship with Indian customers and establish the distribution function. The multi-brand strategy also works as a shield for Inditex as the image of one brand is not brabd 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.

It is a vertically integrated retailer and controls most of the steps on the supply chain. The company also took benefit from the shared infrastructure, technology, and human capital of Tata.

How a Spaniard Invented Fast Fashion Zara has an efficient and It also helps generate economies of spanksh as multiple- brand strategy results in sharing of advertising, sales, merchandising, physical distribution, and production costs.

Zara comes out with 11, collections fashion items per year as compared to its rivals who introduce two collections Temporal, The international success of fast moving fashion. Purchasing global luxury brands among young Korean consumers.

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Journal of Fashion Marketing and Management: The pressure of maintaining several brands simultaneously may reduce the focus on particular brands thus leading to brand equity dilution. The report will conclude by drawing from the significant points discussed in each section. However, the idea of marketing as a standardised product with a uniform marketing plan is a misnomer.

It can be explained through the Uppasala model brajd that explains how companies take gradual steps to increase their activities in foreign markets. Internationalisation of the Spanish fashion brand Zara. Zara opened its first international store in Portugal in The case study focuses on Inditex, 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

Other fashion firms have As competition for international markets intensifies, no company can escape increasing competition from foreign firms. This case study focuses on the international marketing policy of the Zara brand Inditex group. Journal of Fashion Marketing and Management: Kinnari Pancholi Student Name: