in
La Coruña, Galicia, Spain,
where the first Zara store
opened in 1975
Revenue 10,407 million Euros
(2008)
Unique Strategy
Men/ Women
Sub section
Lower Garment, Upper Garment, Shoes, Cosmetics and Complements
As of December 2008, more than 1,500 around the world
Zara falls under the branded ready-to-wear category
Classifications of Ap
– Repeated visits
Ownership and control ofthe all process
Market research
(observe fashion leader, feedback from store, sale report)
Product Placement
Give customers a good and familiar image about the brand through exposure to media
Recommendations for ZARA
Sponsor clothes for movies or TV dramas, and encourage consumers to look for the clothes’ brand
and dyes
Centralized distribution facility
Short delivery time
Products manufactured & designed only in Spain
Shipped & sold in1,361 stores over 68 countries
# of stores & sales concentrated in Europe
Recent entry & expansion inAsian Market
Growth in Asia
Increase in selling space in Asia at a rate that
more than doubles theincrease in selling space for the group
the head
1988 - The first Zara store outside Spain, in Portugal
1990 - The fully automated central warehouse
JIT system introduction (Joint venture with Toyota)
2001- Operated 507 stores €2,477 millions of revenue
2007- Operating 1,129 stores around the world.
The Mix Strategy
Cost leadership strategy
Acceptable price positioning
Differentiation strategy
Fast and customize
andthe fall of every year. These trends are designed and manufactured quickly and cheaply to allow the mainstream consumer to take advantage of current clothing styles at a lower price. This philosophy of quick manufacturing at an affordable price is used in large retailers such as H&M, Forever 21, Zara, and GAP. The primary objective of most companies is to quickly produce a product in a cost e