ZARA
ZARA CASE STUDY: THE COMPANY WHERE EVETHING COMMUNICATES
Paloma Díaz Soloaga and Mercedes Monjo
ZARA CASE STUDY
THE COMPANY
WHERE EVERYTHING
COMMUNICATES
Paloma Díaz Soloaga. Head of Fashion Communication and Management.
Centro Universitario Villanueva. Universidad Complutense de Madrid. SPAIN soloaga@villanueva.edu Mercedes Monjo. Responsible Textile International Marketing, Men’s Collection
Carrefour. SPAIN
This case has been published by the Journal HARVARD DEUSTO MARKETING Y
VENTAS, nº 101 November – December 2010. Pgs. 60-68. If you desire to cite some parts, please quote the authors and Journal reference.
ZARA CASE STUDY: THE COMPANY WHERE EVETHING COMMUNICATES
Paloma Díaz Soloaga and Mercedes Monjo
INTRODUCTION
On December 10, 2010 Inditex opened its 5.000
th
store in Rome. The company,
worldwide leader in fast fashion since 2007 and now even surpassing giants GAP.co and H&M, has managed to attain success in strict silence. Or so it seems. th The 5.000 Inditex shop is a Zara fifth floor and eco-friendly store and the group has
1.688 more around the world.
It is not easy to sell clothes in Italy because the market tends to be protectionist, and national brands are preferred to the international ones. But the Italian clients gave a warm reception to this opening and it seems that Inditex’s bet was right.
In a brief presentation, the attendees were updated on the recent financial results of the company which already indicated promise of overcoming the competition. After the low profile announcement, a photo shoot took place and the press was invited to a reception to celebrate the event.
The media coverage for the announcement over the subsequent days was unbeatable. The regional and national daily news along with many international th news agencies dedicated a broad coverage to the opening of the 5,000 store both in the economy and society sections. It should be noted that 25,000 of the press
releases
Paloma Díaz Soloaga and Mercedes Monjo
ZARA CASE STUDY
THE COMPANY
WHERE EVERYTHING
COMMUNICATES
Paloma Díaz Soloaga. Head of Fashion Communication and Management.
Centro Universitario Villanueva. Universidad Complutense de Madrid. SPAIN soloaga@villanueva.edu Mercedes Monjo. Responsible Textile International Marketing, Men’s Collection
Carrefour. SPAIN
This case has been published by the Journal HARVARD DEUSTO MARKETING Y
VENTAS, nº 101 November – December 2010. Pgs. 60-68. If you desire to cite some parts, please quote the authors and Journal reference.
ZARA CASE STUDY: THE COMPANY WHERE EVETHING COMMUNICATES
Paloma Díaz Soloaga and Mercedes Monjo
INTRODUCTION
On December 10, 2010 Inditex opened its 5.000
th
store in Rome. The company,
worldwide leader in fast fashion since 2007 and now even surpassing giants GAP.co and H&M, has managed to attain success in strict silence. Or so it seems. th The 5.000 Inditex shop is a Zara fifth floor and eco-friendly store and the group has
1.688 more around the world.
It is not easy to sell clothes in Italy because the market tends to be protectionist, and national brands are preferred to the international ones. But the Italian clients gave a warm reception to this opening and it seems that Inditex’s bet was right.
In a brief presentation, the attendees were updated on the recent financial results of the company which already indicated promise of overcoming the competition. After the low profile announcement, a photo shoot took place and the press was invited to a reception to celebrate the event.
The media coverage for the announcement over the subsequent days was unbeatable. The regional and national daily news along with many international th news agencies dedicated a broad coverage to the opening of the 5,000 store both in the economy and society sections. It should be noted that 25,000 of the press
releases