Inditex - Marketing Audit

3350 Words14 Pages
INDITEX Marketing Audit Marketing plan for France A sample of Zara’s fall-winter 2005 collection. A fashion imitator, Zara is quick to pick trends (Businessworld) INTRODUCTION The Spanish group Inditex (Industrias de diseño textil) is a conglomerate that designs, manufactures, distributes and sells diverse textile items. Inditex’s headquarters are located in Sabón industrial area, located in Arteixo, a small town of the La Coruña, a province situated in Northwestern Spain. Inditex is a multi-brand corporation that owns the following fashion retailing brands: Zara, Zara Home, Massimo Dutti, Bershka, Oysho, Pull and Bear, Uterqüe and Stradivarius. Inditex is nowadays a highly successful company worldwide. It has revolted the fashion retailing sector, making stylish and trendy designs affordable for many people, in such a way that allows Inditex to put a new design for selling within two weeks and meanwhile keeping stocks low, both in distribution centers and in company’s shops. Another important characteristic of this group is the vertical orientation: Inditex controls carefully each step of the production and distribution chain, producing by itself a half of the textiles sold by the corporation. In addition, Inditex owns the most part of the stores, since franchises are only located in countries where corporate properties cannot be owned by foreigners, such as in some Middle Eastern countries. HISTORY OF THE COMPANY Amancio Ortega, a Galician entrepreneur, founded in 1963 an enterprise centered in producing clothes which opened some factories in the following years, and was oriented to distribution, including European exportation. In 1975 the first shop owned by him opened in a centric street of La Coruña (Head city of the homonymous province), under the name of “Zara”, name that would become the flagship brand of the company. During the next decade Zara

More about Inditex - Marketing Audit

Open Document