Zara analysis
1. Introduction
ZARA is one of the trendy garment retailers as an important brand in portfolio of Inditex. With development of technology and extension of market, ZARA has expanded to over 1,500 stores in 44 countries, since founded at a Spanish town called La Coruña in 1975. In internationalization process, Zara employed various retailer formats, especially online shops, to complement weakness in traditional in-store purchase. Moreover, current development status of e-tailling is attractive for Zara to entry when facing increasingly fierce competition. Apparently, this “clicks-and-bricks” approach makes sense to some degree. This article demonstrates rationale why ZARA launched online store by combining academic theories with situational audits. Furthermore, it proposes several recommendations to optimize current online retailing.
Obviously, it is meaningful to research Zara which is a leader in textile retailer. As one of biggest garment retailer, its behaviour sets an example for other rivals, even brings a new model for this industry in further development. Owing to stimulus from success of Zara, resource allocation or even industrial structure might be recombined. On the other hand, it proposes a new purchase belief or lifestyle, which should be suitable to several time-pressured consumers. Therefore, rationale why wither choose this articles is apparent based on contextual statements.
2. Zara has been landing in online retailing
After success of online retailing store in Spain, trendy fashion retailer Zara planed to install web store in France, Italy, Portugal and the UK, in 2010 September. Until to 2011, Zara boasted it had extended its online presence to customers in more than sixteen European countries, Japan and US.
2.1 Rationale for e-tailing uses in European countries
Zara has expanded European market via building online channel. In following essay, it would analyse what and how variables entice Zara’s practice by integrating academic
ZARA is one of the trendy garment retailers as an important brand in portfolio of Inditex. With development of technology and extension of market, ZARA has expanded to over 1,500 stores in 44 countries, since founded at a Spanish town called La Coruña in 1975. In internationalization process, Zara employed various retailer formats, especially online shops, to complement weakness in traditional in-store purchase. Moreover, current development status of e-tailling is attractive for Zara to entry when facing increasingly fierce competition. Apparently, this “clicks-and-bricks” approach makes sense to some degree. This article demonstrates rationale why ZARA launched online store by combining academic theories with situational audits. Furthermore, it proposes several recommendations to optimize current online retailing.
Obviously, it is meaningful to research Zara which is a leader in textile retailer. As one of biggest garment retailer, its behaviour sets an example for other rivals, even brings a new model for this industry in further development. Owing to stimulus from success of Zara, resource allocation or even industrial structure might be recombined. On the other hand, it proposes a new purchase belief or lifestyle, which should be suitable to several time-pressured consumers. Therefore, rationale why wither choose this articles is apparent based on contextual statements.
2. Zara has been landing in online retailing
After success of online retailing store in Spain, trendy fashion retailer Zara planed to install web store in France, Italy, Portugal and the UK, in 2010 September. Until to 2011, Zara boasted it had extended its online presence to customers in more than sixteen European countries, Japan and US.
2.1 Rationale for e-tailing uses in European countries
Zara has expanded European market via building online channel. In following essay, it would analyse what and how variables entice Zara’s practice by integrating academic