Zara
ZARA in Indian and Chinese market
Zara is a very renowned brand for its latest designs and is among the top 100 best global brands in 2010 and its unusual strategy of zero advertising and instead invests the revenue in opening new stores across the world. The middle-aged mother buys clothes at Zara chain because they are cheap, while her daughter aged in the mid 20’s buys Zara clothing because it is fashionable. Clearly Zara is riding two of the winning retail trends firstly, being in fashion and secondly being low in price making a very effective combination out of it.
The creator of Zara, Amancio Ortega who also owns, other brands such as Massimo Dutti, Pull and Bear and many others, opened the first Zara store in 1977 in a central street in A Coruña, Spain, which is also the headquarter. Zara have opened 95 stores around the world in Quarter 1 2009 alone, bringing the total to 4359 stores in 73 countries worldwide.
The Louis Vuitton fashion director Daniel Piette also described it as “possibly the most innovative and devastating retailer in the world.” It controls most of the steps in the supply chain and also it designs, produces and supplies itself.
Taking into consideration the amount of competition and the need for sustainability in the human race, running a business or a brand is not an easy task. With existing big brands and busy markets around the world, it takes more than what is required to make a name for oneself and to succeed in it. Proper management and marketing strategies are required along with the detailed knowledge of the economy and the earning and spending of the locality or the country’s GDP (Gross Domestic Product) which measures the country’s economy and their ability to spend and grow should be known before taking a leap and spreading the arms around the world. This essay discusses about which mode of entry strategy Zara adapted to entered into the Indian and Chinese market and whether the strategy proved to be beneficial for the
Zara is a very renowned brand for its latest designs and is among the top 100 best global brands in 2010 and its unusual strategy of zero advertising and instead invests the revenue in opening new stores across the world. The middle-aged mother buys clothes at Zara chain because they are cheap, while her daughter aged in the mid 20’s buys Zara clothing because it is fashionable. Clearly Zara is riding two of the winning retail trends firstly, being in fashion and secondly being low in price making a very effective combination out of it.
The creator of Zara, Amancio Ortega who also owns, other brands such as Massimo Dutti, Pull and Bear and many others, opened the first Zara store in 1977 in a central street in A Coruña, Spain, which is also the headquarter. Zara have opened 95 stores around the world in Quarter 1 2009 alone, bringing the total to 4359 stores in 73 countries worldwide.
The Louis Vuitton fashion director Daniel Piette also described it as “possibly the most innovative and devastating retailer in the world.” It controls most of the steps in the supply chain and also it designs, produces and supplies itself.
Taking into consideration the amount of competition and the need for sustainability in the human race, running a business or a brand is not an easy task. With existing big brands and busy markets around the world, it takes more than what is required to make a name for oneself and to succeed in it. Proper management and marketing strategies are required along with the detailed knowledge of the economy and the earning and spending of the locality or the country’s GDP (Gross Domestic Product) which measures the country’s economy and their ability to spend and grow should be known before taking a leap and spreading the arms around the world. This essay discusses about which mode of entry strategy Zara adapted to entered into the Indian and Chinese market and whether the strategy proved to be beneficial for the