An effective marketing concept should be based on the premise of cultural differences and guided by the belief that each foreign market is culturally and environmentally unique. The JV has helped the company to build relationship with Indian customers and establish the distribution function. Journal of Fashion Marketing and Mangement, 13 2 , pp. Iglika Karakusheva Student Number: Internationalisation of the Spanish fashion brand Zara. The case study focuses on Inditex,
Click here to sign up. Managing Brands in a Changing World. The pressure of maintaining several brands simultaneously may reduce the focus on particular brands thus leading to brand equity dilution. Purchasing global luxury brands among young Korean consumers. Zara adapted to trends and
The international success of fast moving fashion.
Other fashion firms have However, the idea of marketing as a standardised product with a uniform marketing plan is a misnomer. Skip to main content. How a Spaniard Invented Fast Fashion Moreover, it is a difficult task for Inditex to manage multiple brands. Journal of Fashion Marketing and Management: Log In Sign Up.
Case Study: The International Growth of Zara
As competition for international markets intensifies, no company can escape increasing competition from foreign firms. Kinnari Pancholi Student Name: Managing Brands in a Changing World.
Zara has an efficient and This will be followed by detailed answers to questions in the case study. The report will conclude by drawing from the significant points discussed in each section.
Internationalisation of the Spanish fashion brand Zara more. Zara is the main brand zars the Inditex group, Overall, this is likely to improve the profitability of Inditex. Unlike Zara, it outsources all its production from 1, suppliers located in the US and abroad Bharadwaj, et al. It can be explained through the Uppasala model theory that explains how companies take gradual steps to increase their activities in foreign markets.
Zara opened its first international store in Portugal in Also, as compared to its rivals Zara possesses a high degree control over the supply chain functions enabling the firm to have a faster turnaround.
(DOC) International Marketing-Zara Case Study | Viktoriya Karakusheva –
Internationalisation of the Spanish fashion brand Zara. Zara employed intermediate modes and entered into joint ventures Germany and India and franchising Kuwait, Andorra, Puerto Rica etc.
Fast Fashion case study. The JV has helped the company to build relationship with Indian customers and internationalisahion the distribution function. It is a vertically integrated retailer and controls most of the steps on the supply chain.
Internationalization is a complex process consisting of significant number of activities and the internationalisation process of Zara can be explained through theories focusing on three issues: Conclusion Globalization has created new markets but has also resulted in increased competition and new challenges in the market place.
The name Tata in India is a brand to reckon with and helped Zara with market penetration. MSc International Business Economics. Brief of article” internationalisation of the Spanish fashion brand Zara “, Lopez, C