ZARA background

In 1975, the first store of Zara was opened in La Coruna, Spain. Zara has 1631 stores in 82 countries. Zara offers fashion clothing for women, men and children. Zara opened its first international store in Porto, Portugal in 1988, followed by New York City in 1989 and Paris in 1990. During the 1990's, Inditex entered 29 countries in the America, Europe and Asia. In the similar way, Inditex added or acquired new brands in order to provide diversify of its product and target different customer segments, such as Pull and Bear, Massimo Dutti, Bershka, Stradivarius.

The concept of Zara is they sell affordable prices in medium quality fashion clothing. The vertical integration and rapid response are the key strategies of Zara. Through the whole process which are design, procurement and production, distribution and retail, Zara's supply chain can design a new product and delivery in four weeks including two weeks to modify. One of unique marketing strategy of Zara is zero advertising. It trends to use percentage of revenues in opening new stores.  

When Zara enters into new places, the first store will be located on the capital city in order to influence the market in that country. Louis Vuitton fashion director Daniel Piette described Zara as "possibly the most innovative and devastating retailer in the world". Moreover, CNN said Zara is a story of success in fashion business.

INDITEX GROUP - HOME http://inditex.com/en/

ZARA - HOME http://www.zara.com/