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Strategy of Zara & Burberry

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Strategy of Zara & Burberry
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[STRATEGY OF ZARA & BURBERRY] | |

TABLE OF CONTENTS

INTRODUCTION……………………………………………………………….1

STRATEGIES……………………………………………………………………..1

CONCLUSION: COMPARISON ZARA VS BURBERRY…………….4

REFERENCES.……………………………………………………………………5

Introduction
ABOUT ZARA…
Zara started operations in Spain in 1975, and now operates in 74 countries worldwide. Zara is one of the largest international fashion companies and it is owned by INDITEX, one of the world’s largest distribution groups. Their unique business model includes design, distribution, production and sales and they do all this through their retail network, where they think the customer is at the heart of it all. Through their business model, they want to contribute to the sustainable development of society and the environment in where they interact.
ABOUT BURBERRY…

Burberry was founded in 1856 and has become the leading British luxury brand globally. Their business is driven by: design, marketing and retail-led strategies; channel diversity such as: retail, digital commerce, wholesale and licensing; and multi-category competency like: non-apparel, womenswear, menswear and childrenswear.

STRATEGIES
Burberry’s strategy … is divided in five small themes:
Leveraging the franchise:
Through more coordinated use of brand assets and greater integration of its global organization, they have the opportunity to operate more efficiently and effectively.
By marketing innovation: * Brand new website: launching their new Burberry.com site started in the fourth quarter of 2010/11. * Social media: Burberry further built its leadership position amongst luxury brands on Facebook, ending the year with approaching five million fans, as well as almost 200,000 followers on Twitter and over four million channel views on YouTube Intensifying non-apparel development
Non-apparel remains a key driver of growth, contributing 40% of retail/wholesale sales during the year. It has always


References: Kasra Ferdows, Michael A. Lewis and Jose A.D. Machuca. Harvard Business School. Zara 's Secret for Fast Fashion. 2/21/2005. http://hbswk.hbs.edu/archive/465 Burberry. Corporate profile. Burberry Group plc.Registered in England and Wales. 2011. http://www.burberryplc.com/bbry/corporateprofile/strmis/ Press Association. The Guardian. Burberry Factory Set to End Production Today. guardian.co.uk. 29 March 2007. http://www.guardian.co.uk/business/2007/mar/29/8 -------------------------------------------- [ 1 ]. Extract from: http://www.burberryplc.com/bbry/corporateprofile/strmis/ [ 2 ]. Extract from: http://www.burberryplc.com/bbry/corporateprofile/strmis/ [ 3 ]. Harvard Business School. Zara’s Secret for Fast Fashion. 2/21/2005. http://hbswk.hbs.edu/archive/4652.html
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