Zara Introduction

Zara, a well known reputed fashion designing and manufacturing company has been declared most efficient and market responding enterprise in UK’s fashion industry. Mr. Amancio Ortega, the creator and initial organizer of Inditex is appreciated for his strategic decisions as well as his market competition winning strategies have been accepted and followed by his competitors now.

Latest trends in clothing for women, men & kids at the ZARA SALE online. Find new arrivals, fashion catalogs, collections & lookbooks weekly. (Buddhism)

Zara, one of the brands of Inditex, founded in 1975, is the most renowned and famous fashion icon. It is not only generating the highest profit margins for organization but also is the most famous and recognized by customers in market (Murphy, 2008). The majority of captured market by Inditex is for Zara. An estimated share of Zara in total revenue of group is 80% (Brand Watch Zara, 2004, p.2). It’s a Spanish based company, and has successfully proven itself as a leading company which is successful in positively providing service to their customers. It is the fashion icon which is serving industry since decades and still its customers are so satisfied that it is going to be even better in future. Management has taken decisions that were entrepreneurial at that time and still most of the companies in industry are not deciding on same fronts. Such decisions that lead to success are possible after a deep thoughtful process that requires environmental analysis (both at macro and micro level), external and internal analysis and a rational logical decision making process provides plans and objectives. Zara has already reached its objectives and is a leading company and now further expansion of company is under consideration (Sull and Turconi, 2008). In this document, we are going to analyze the market environment and making some achievable plans for future. This process would be critical and crucial because it leads to decisions that are basis for future actions and these critical decisions for future flow of activities will decide future of company in industry, i.e. a success or failure. Decisions taken hastily may leads to great losses as we may observe in Sainsbury’s case. They have changed supply chain and gone through a series of problems that takes the company years back. Zara has already used technology in its manufacturing plants, where complex process are required to be simplified but such decisions that to which extent we may incorporate technology in process and tools are to be taken after concise measurements and analyzing. There are existing domains where the company may progress and we are going to explore such opportunities in environment. (Home base)

Inditex group has clear and definite concept and plans for future. In their mission statement they have described their priorities and general processes that are selected for organization. The founder has chosen a set of strategies that ensures a long lasting, promising successful career. The group’s mission statement for Zara, under the head of ‘Environmental Policies’ says; “Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts”. At every store level, the mission has been defined as, At the store.

Zara has satisfied the customers and has implemented strategies that made it possible to become dominant in fashion industry. Zara has been in market since two decades and has developed its brand image in shoppers. All the 68 countries are following same concepts that are associated with the original brand. Zara has an efficient and continuous communication system with its customers and thus changes in markets and streets flow directly to the designers and this information is depicted to be used in next range of designs. This continuous steady market communication has enabled Zara to get know and respond to its customers and ultimately meeting their expectations cause the success. Such demand management was lacking in Mark & Spenser and to some extent with Sainsbury in 1990s, they did not match their products with customers’ expectations and this caused problems (Gluyas, 2004). Sudden supply changes may cause wastage of resources, as done by Sainsbury. There should be an optimal combination of demand management and supply chain management to cope with market trends and to earn advantage over competitors (D. Walters, 2006).

For retailers, the main objective is to ensure delivery of product to end-user at reasonable prices and providing consumer satisfaction, this is done by value chain emphasis and controlling the flow of products. Zara has managed this by supplying the products from Spain directly and reduce the intervention of third parties. Zara has always emphasized on customer and end-user satisfaction based marketing i.e. word of mouth it has never used intensive marketing campaigns to influence sales. As Waller (1998) suggests that “customer driven” logistics are current dimension for businesses to be successful, “...as businesses begin to understand that their future existence depends upon the loyalty of the end-users of their products”.(Network Markiting)


Conventional marketing trends are never followed by Zara. Strongly attractive windows displays are the only marketing and promotional tactic used by Zara at stores. Regular customers, visiting 17 times a Zara store in a year, are habitual of such displays and potential customers can know current trends about fashion in market just by looking at these displays.

 Zara is currently enjoying competitive leadership in fast fashions. It has made its founder, the richest man in Spain. So far, strategies implemented by Zara provided a firm base to organization. The changing or introducing change in strategies is a difficult process to conduct, but to excel in business and cope with current expanding markets Zara has to introduce some new objectives and strategies. No single strategy can serve the purpose. Like before, Zara has to decide an implementable combination for future. It is recommended that, not to implement all the decisions in a single step, rather act and wait for response and then decide for further actions to be taken. Detailed assessment of scenarios is to be done before finalizing any decision because fashion market changes frequently that rough estimates may lead to undesired results.

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Zara Introduction

Zara, a well known reputed fashion designing and manufacturing company has been declared most efficient and market responding enterprise in UK’s fashion industry. Mr. Amancio Ortega, the creator and initial organizer of Inditex is appreciated for his strategic decisions as well as his market competition winning strategies have been accepted and followed by his competitors now.

Latest trends in clothing for women, men & kids at the ZARA SALE online. Find new arrivals, fashion catalogs, collections & lookbooks weekly. (Buddhism)

Zara, one of the brands of Inditex, founded in 1975, is the most renowned and famous fashion icon. It is not only generating the highest profit margins for organization but also is the most famous and recognized by customers in market (Murphy, 2008). The majority of captured market by Inditex is for Zara. An estimated share of Zara in total revenue of group is 80% (Brand Watch Zara, 2004, p.2). It’s a Spanish based company, and has successfully proven itself as a leading company which is successful in positively providing service to their customers. It is the fashion icon which is serving industry since decades and still its customers are so satisfied that it is going to be even better in future. Management has taken decisions that were entrepreneurial at that time and still most of the companies in industry are not deciding on same fronts. Such decisions that lead to success are possible after a deep thoughtful process that requires environmental analysis (both at macro and micro level), external and internal analysis and a rational logical decision making process provides plans and objectives. Zara has already reached its objectives and is a leading company and now further expansion of company is under consideration (Sull and Turconi, 2008). In this document, we are going to analyze the market environment and making some achievable plans for future. This process would be critical and crucial because it leads to decisions that are basis for future actions and these critical decisions for future flow of activities will decide future of company in industry, i.e. a success or failure. Decisions taken hastily may leads to great losses as we may observe in Sainsbury’s case. They have changed supply chain and gone through a series of problems that takes the company years back. Zara has already used technology in its manufacturing plants, where complex process are required to be simplified but such decisions that to which extent we may incorporate technology in process and tools are to be taken after concise measurements and analyzing. There are existing domains where the company may progress and we are going to explore such opportunities in environment. (Home base)

Inditex group has clear and definite concept and plans for future. In their mission statement they have described their priorities and general processes that are selected for organization. The founder has chosen a set of strategies that ensures a long lasting, promising successful career. The group’s mission statement for Zara, under the head of ‘Environmental Policies’ says; “Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts”. At every store level, the mission has been defined as, At the store.

Zara has satisfied the customers and has implemented strategies that made it possible to become dominant in fashion industry. Zara has been in market since two decades and has developed its brand image in shoppers. All the 68 countries are following same concepts that are associated with the original brand. Zara has an efficient and continuous communication system with its customers and thus changes in markets and streets flow directly to the designers and this information is depicted to be used in next range of designs. This continuous steady market communication has enabled Zara to get know and respond to its customers and ultimately meeting their expectations cause the success. Such demand management was lacking in Mark & Spenser and to some extent with Sainsbury in 1990s, they did not match their products with customers’ expectations and this caused problems (Gluyas, 2004). Sudden supply changes may cause wastage of resources, as done by Sainsbury. There should be an optimal combination of demand management and supply chain management to cope with market trends and to earn advantage over competitors (D. Walters, 2006).

For retailers, the main objective is to ensure delivery of product to end-user at reasonable prices and providing consumer satisfaction, this is done by value chain emphasis and controlling the flow of products. Zara has managed this by supplying the products from Spain directly and reduce the intervention of third parties. Zara has always emphasized on customer and end-user satisfaction based marketing i.e. word of mouth it has never used intensive marketing campaigns to influence sales. As Waller (1998) suggests that “customer driven” logistics are current dimension for businesses to be successful, “...as businesses begin to understand that their future existence depends upon the loyalty of the end-users of their products”.(Network Markiting)


Conventional marketing trends are never followed by Zara. Strongly attractive windows displays are the only marketing and promotional tactic used by Zara at stores. Regular customers, visiting 17 times a Zara store in a year, are habitual of such displays and potential customers can know current trends about fashion in market just by looking at these displays.

 Zara is currently enjoying competitive leadership in fast fashions. It has made its founder, the richest man in Spain. So far, strategies implemented by Zara provided a firm base to organization. The changing or introducing change in strategies is a difficult process to conduct, but to excel in business and cope with current expanding markets Zara has to introduce some new objectives and strategies. No single strategy can serve the purpose. Like before, Zara has to decide an implementable combination for future. It is recommended that, not to implement all the decisions in a single step, rather act and wait for response and then decide for further actions to be taken. Detailed assessment of scenarios is to be done before finalizing any decision because fashion market changes frequently that rough estimates may lead to undesired results.

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