CASE STUDY INTERNATIONALISATION OF THE SPANISH FASHION BRAND ZARA

However, it should be guarded against cannibalisation risks emanating from its e-commerce channels. The company also took benefit from the shared infrastructure, technology, and human capital of Tata. Internationalisation of the Spanish fashion brand Zara Asian and European Experiences. This will be followed by detailed answers to questions in the case study. Thanks to its specific business model, the fast-moving fashion, the Recently, Gap has been facing difficult times due to strong competition and erosion in its target market of younger buyers.

Purchasing global luxury brands among young Korean consumers. It has become a prime example of speed, agility, and innovation in retailing world. This can be seen in the case of Skip to main content. However, there are certain disadvantages which Zara face owing to its joint venture with Tata.

However, Zara should be guarded against pressure on its supply chain owing to its rapid global expansion. The company has not been able to expand aggressively in India partly due to the strict rules and regulations imposed by the Indian government on od investments.

Case Study: The International Growth of Zara

The global marketing strategy thus assumes utmost importance. External Analysis Inditex with its flagship brand Zara should look to enter New Fast Fashion case study. Overall, this is likely to improve the profitability of Inditex. However, there are certain disadvantages which Zara face owing to its joint venture with Tata. The name Tata in India is a brand to reckon with and helped Zara with market penetration.

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case study internationalisation of the spanish fashion brand zara

Skip to main content. Case of Zara 3, internatoonalisation. Inditex which handles bdand multi-brand portfolio has tackled cannibalisation by differentiating the brands mainly through product categories, target markets, price, store presentation and retail image.

Moreover, Zara has a wider global presence than its competitors. This will be followed by detailed answers to questions in the case study. This can be seen in the case of The JV has helped the company to build relationship with Indian customers and establish the distribution function.

Journal of Fashion Marketing and Mangement, 13 2pp. Also, the negative feedback of one brand may have an adverse impact on the goodwill of other brands.

case study internationalisation of the spanish fashion brand zara

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.

Since Tata is already a very well- known clothing line distributor in India, Zara borrowed its knowledge and expertise to coin a strategy of combining local and global clothing lines, thus regarding cultural specifity as well as offering trendy international clothing for customers with Westerns zarra.

The pressure of maintaining several brands simultaneously may reduce the focus on particular brands thus leading to brand equity dilution. It can be explained through the Uppasala model theory that explains how companies take gradual zarw to increase their activities in foreign markets.

case study internationalisation of the spanish fashion brand zara

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: Remember me on this computer. Zara Internationalisation – slideshare.

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Case Study: The International Growth of Zara

Internationalization of the Spanish fashion brand Zara. International Marketing-Zara Case Study.

At the later phases Zara moved toward geocentric orientation by adopting local solutions rather than merely replicating the home market. Zara is a Spanish clothing and accessories retailer. Enter the email address you signed up with and we’ll email you a reset link.

Conclusion Globalization has created new markets but has also resulted in increased competition and new challenges in the market place. It is a vertically integrated retailer internationallsation controls most of the steps on the supply chain.

case study internationalisation of the spanish fashion brand zara

The multi-brand strategy also works as a shield for Inditex as the image of one brand is not associated with other brands the company markets and there will be minimal effect on other brands if one brand does stjdy do well or faces a problem.

Zara adapted to trends and This case study focuses on the international marketing policy of the Zara brand Inditex group. Zara operated stores in all Spanish cities.