Zara: Fast Fashion

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Zara, one of Inditex’s five apparel brand companies, is a Spanish chain whose product line is advertised as being a cheaper yet fashionable brand. Zara is well known for following trends and the constant changes that occur in the apparel industry. Like any company, Zara deals with many competitors and tries to differentiate themselves in many different ways. Main competitors include; The Gap (based in the USA), Hennes and Mauritz also known as H&M (based in Sweden), and Benetton (based in Italy). Each of these clothing lines are very similar in the way they all are global retail stores look to sell to the same financial-class population in the United States. Because all of these brands are all so similar, Zara has ways of standing out by making their process of creating and delivering the clothes, but I believe there are more ways the brand can speed up their process and make a bigger differentiation (pg. 5). Being based out of the “corner of Europe from the perspective of transport costs,” Zara has had some issues (pg. 6). Spain is not known as a very up-to-fashion country in comparison to other countries such as Italy. Therefore, because of geography, it was difficult for the Zara to compete. Compared to Italy, the Spanish population is not as fashion forward. The fashion forward countries, have more resources to high-quality fabrics, and have an overall better international fashion image. It’s evident to say that the Zara brand is at a disadvantage competing not only with other companies but also against their competitor’s countries. As a recommendation, Inditex should create individual chains in different geographic areas. Although it may be difficult to cope with the complexity, it would be much easier for the company to find and follow newer trends. Without thinking of expanding the company, Amancio Ortega, the founder of Inditex and Zara, knew something had

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