ZARA. A European fashion brand
Seminar paper from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: sehr gut, University of East London, 11 entries in the bibliography, language: English, abstract: “Galician Beauty: Spanish clothier Zara beats the competition at efficiency – and just about everything else” The Wallstreet Journal, May 18, 2001. During the years 2000-2001, Inditex, an international fashion manufacture and distribution group, received widespread favourable press, touting Inditex’s success and attributing it to Zara’s unique integrated business model (Freimen, 2002). In this case study we want to analyse this phenomenon called Zara, a strategic unit of the Inditex Group, and evaluate the strategies of Zara on the European fashion market.
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2.1 Situation 2.2 The Company 2.2.1 The Concept 2.2.3 Competitors 2.3 Marketing Mix 2.3.1 Product Management 2.3.3 Communication 22.214.171.124 Corporate Identity 2.3.4 Distribution advertising Amancio Ortega Gaona apparel Arteixo Arthur Andersen Bagozzi Brand loyalty business model catalogue clothing competitive Coruņa countries Design Process different price distribution centre Euro Eurobrand Europe European market expansion fashion market Figure following graph shows footwear Fraiman Galicia garments Group operates high quality in-house Inditex Group individual brand Interbrand international fashion international growth International presence Internet La Coruņa line offering located logistics luxury stores management team Mango manufacture and distribution Mazaira outsource Pachler Phenomenon ZARA Portugal Price and Pricing price strategy Price Tags Production and Design range of products retail Rintanen sales by geographic sales Inditex Spain Spanish Store Inditex Store sales strategies of Zara target market textile U.S. market Value chain visited workshops worldwide Zara offers Zara Price Zara stores Zara’s corporate Zara’s Production