Introduction
Zara is a leading Spanish fashion company established in the year 1975 in La Coruna by Amancio Ortega , who began his clothing career as an assistant tailor. It forms a major part of retail group known as Inditex, which is a major fast growing industry in the global market. Inditex is a merger of major high street brands all over Europe consisting of Bershka, Bear, Zara, and Pull in more than 68 countries.
Fashion in global market course
Zara has used numerous innovative strategies to achieve global expansion making it top in the moneymaking brands. Its origin has also played a major role as nearly half of its market is from retail stores within Spain and France. In addition to its success strategies, Zara uses swift response and short time limit to offer a vast clothes choice at realistic prices in its business model. To maintain its position in the international market, it always provides new products in fashion consistently. This consequently enhances its capacity to predict the markets’ need.
Its sensation tale begun by presenting a product collection reasonably priced but classy containing all seasons clothes catering for men, women, and kid. In addition, their enthusiastic watch in determining new trends in fashion and transforming these trends, which have a wide range such as catwalk, promptly and cheaply, has been a boost to them. Today, Zara launches approximately 30,000 brand new items every year within their assortment of stores. It uses store location as its attraction tool instead of advertising. Opting for use of reduced advertisements aggravates their loyal customers and other brands’ customers into going to their retail stores. This gives them to additional chance to display all their products.
The primary retail store sold products like those of other prominent and more profitable trend clothing though at cheaper prices. It proved successful and they continued opening more retail shops throughout Spain. In the 1980s, they enhanced their design, manufacturing techniques, and process of distribution to achieve lower lead periods and respond to emerging styles quicker, in a move known as instant fashions. They achieved this by inculcating information systems technologies in their processes with employee groups replacing individual designers. With Zara’s stepping-stone in 1975, it has ever since expanded across the world, opening its primary international retail store in 1988, Portugal and later opening additional stores in the United States and France in the years 1989 and 1990 respectively.
This global expansion increased in 1990s, with Zara acquiring additional retail stores in many countries including Mexico and Sweden among others until its today’s existence in countries exceeding 87. By the beginning of 2002, Zara had 507 stores across the world. It now has 1947 stores with 164 stores being Kiddy’s Class stores all over the world. However more others run as Lefties stores in place of Zara, a trademark for low-priced fashion.
These stores focus on clothing for different genders and age but are now spreading their products to home ware and other related products and services. They produce men’s, women’s, teenagers’, and children’s clothes ranging from footwear, lower and upper garments, cosmetics, accessories, to complements.
Conclusion
Zara dresses the world in a fashionable trade environment appearing more pricey and exclusive than its reality and with only truck, storefront, catalog and Zara bag based exhibitions. It is truly an international fashion trade name and the days are close for it to be a trend icon in the fashion business. Many predictions have it as a consumer fashion for the future decades. However, with the international economic crisis, Zara faces exceptional competition and drawbacks in international fashion market.