Zara: The international success of fast-moving fashion

Zara: Le succès international de la fast-moving fashion

Ulrike Mayrhofer () and Claire Roederer ()
Additional contact information
Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Claire Roederer: EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School

Post-Print from HAL

Abstract: This case study focuses on the international marketing policy of the Zara brand (Inditex group). Thanks to its specific business model, the fast-moving fashion, the group has become a leading player on the global clothing market. Today, Zara sells its products in 88 countries and is seeking new growth opportunities in emerging markets. In a highly competitive environment, the company reconsiders the main lines of its international marketing policy. The student is asked to analyse the internationalisation strategy of the group, propose an international marketing policy and assess the interest of selling Zara collections online. This case-study is the updated version of the case M1705 (GB) "Zara: The international success of fast-moving fashion".

Keywords: online selling.; International marketing; marketing strategy; marketing-mix; standardisation; adaptation; stratégie marketing; Marketing international; vente en ligne. (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Published in 2016

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03414305

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().