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Zara: The international success of fast-moving fashion
[Zara : Le succès international de la fast-moving fashion]

Author

Listed:
  • Ulrike Mayrhofer

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Claire Roederer

    (EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

Abstract

This case study focuses on the international marketing policy of the Zara brand (Inditex group). Thanks to its specific business model, the fast-moving fashion, the group has become a leading player on the global clothing market. Today, Zara sells its products in 88 countries and is seeking new growth opportunities in emerging markets. In a highly competitive environment, the company reconsiders the main lines of its international marketing policy. The student is asked to analyse the internationalisation strategy of the group, propose an international marketing policy and assess the interest of selling Zara collections online. This case-study is the updated version of the case M1705 (GB) "Zara: The international success of fast-moving fashion".

Suggested Citation

  • Ulrike Mayrhofer & Claire Roederer, 2016. "Zara: The international success of fast-moving fashion [Zara : Le succès international de la fast-moving fashion]," Post-Print hal-01316137, HAL.
    • Handle: RePEc:hal:journl:hal-01316137
    as

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