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Assessing the Zara brands success worldwide

Zara is one of the most popular brands in the world which is also one of the major international fashion companies. They are the third greatest brand in the garment industry and are a product of Inditex. It their flagship range of chain stores and are headquartered in Spain. Zara opened up its first wall socket in Spain in 1975. The headquarters of the business is based in Galicia. There are more than 2600 stores across 73 countries on the planet. The Zara clothing range accounts for a big almost all its parent group's revenues. You will discover other clothing brands owned or operated by Inditex such as Kiddyґs Category (children's fashion), Take and Carry (youth informal clothes), Massimo Dutti (quality and normal fashion), Bershka (avant-garde clothing), Stradivarius (trendy garments for young female), Oysho (undergarment chain) and Zara Home (household textiles). Inditex possesses all Zara retailers aside from places where they are not allowed ownership of stores (that's where Franchises part of).

Zara is renowned for coming up with products on a brief timescale rather than taking permanently. They are recognized for taking around 14 days to build up products and also have been known to come up with around 10, 000 new designs each year (which can be an industry record). They have bucked the pattern by causing productions in Europe instead of moving their entire creation to Third World or Growing countries. However some of their clothes are produced in elements of Asia because of the fact they have an extended shelf life. They make almost all of their own products inside Spain or other EUROPE as they own a huge volume of factories in both Spain and Portugal. They also need not depend on anyone else as they can get everything done by themselves.

Zara is exclusive in the way that it does not purchase marketing and instead concentrates on starting new stores instead. Their courageous experiments have led them to be called one of the very most innovative retailers on the globe.

Zara began with reasonably priced products which were pale imitations of high end fashion products. This move resulted in Zara being truly a smashing success and allowed them to expand by opening more stores in Spain. The business management also were able to decrease the time it required to create new designs and developed the word "instant styles" which allowed these to capitalize on new developments really fast. Zara is known to use clubs of designers rather than individuals.

Zara has to face a great deal of competition from H&M, Distance and Bentton internationally. Luckily for us Zara is considered to become more fashionable than the rest of the brands even though its price is less than Benetton and Distance. H&M continues to be cheaper than Zara but is evenly stylish as Zara. Gap and Benetton are less elegant and even more pricy.

SWOT Analysis


Zara's biggest durability is the fact that it offers cost leadership strategy by aiming at efficiency and cost lowering on products. There is a great deal of efficiency simply because of the fact that products are placed on fast track and costs are kept really low. They don't take a long time to come up with new choices. Zara can come up with series really fast (around 14 days to obtain a collection ready).

Zara focuses on what its customers want so in retrospect they have were able to achieve this task well. They are able to get the opinions of its customers on a daily basis. The data is sent over to the headquarters where it is examined. This is a good way of saving time and helps them understand what sort of trends to follow. Mainly because it does not take them a long time to come up with products they are able to cash in on the trends. They are also able to design, produce and distribute the services in under 2 weeks. They are also very efficient when it comes to delivery of the products.

Zara employs an enormous team of designers who are able to design the clothes they require. Many of these designers are fresh out of Fashion academic institutions and are able to do more for less. A lot of the clothes manufactured are created in Spain and you don't have for outsourcing. Zara manufactures and distributes its clothes so it manages to lower out the center man. This is one reason why they could get clothes out there so fast. There is also a great It solution set up which allows for decentralized decision making.


Zara does not spend any money on marketing or advertising. This is a huge weakness on their behalf as its opponents spend big money on advertising. Zara relies on goodwill and person to person so that people can shop at their stores. This is a weakness which can be exploited in the foreseeable future by its opponents.

Another weakness is the actual fact that Zara only has one developing and circulation centre in the world. This is a two times edged sword as it is both a weakness and power. The fact they have a huge circulation centre makes it an asset but then if it's hit by some sort of natural catastrophe or some logistical problem then it can have an adverse influence on its revenues.


There are a whole lot of opportunities for Zara lying down ahead. They have to expand their existence in america where they face competition from famous brands GAP. They have only around 49 stores in america which is not bad but then based on the size of the united states that is the same as around one store per point out. Compared there are usually more than 300 stores in Spain which is a fraction of the size of the US. They may have conquered Europe nonetheless they still need to broaden in to the US market to allow them to give Difference a run for its money. They are able to grow properly if they expand their existence in the US.

Zara is only going for market segments where it is doing well such as Italy. However there's a huge chance for them to utilize the Indian market. The Indian Economy is doing effectively and people over there want to buy good quality brands at a reasonable price. Zara already has 2 shops in India but it wouldn't harmed to expand a little more and form alliances with local manufacturers. This will make it easier for them to slowly develop within the Indian market.


The biggest threat facing Zara is the fact that it's Europe Centered. Zara is based in Spain and has a wide array of stores in European countries. Critics believe there is an over saturation of stores in Europe which having such a wide array of stores will dent the revenues over the longer term. The other reason is the actual fact that the Euro tends to be better than the Buck. This is one reason items from Zara is commonly more expensive far away. This is a big switch off and can have a detrimental influence on their income in the longer term.

Porters Five Forces

Porters Five Makes allows us to go through the five forces that assist us determine the competitive level and the attractiveness of market. A few of these makes are related to competition from external sources while the rest are inside threats. They are fundamentally all related to the macro environment. The many Forces are threat of alternative products, the threat of established competitors, the risk of new entrants, the bargaining ability of suppliers and the bargaining power of customers.

Porters Five Causes Analysis

Threat of Competitors

Zara faces a whole lot of competition on the market. There are a huge number of rivals in the market such as H&M, Benetton, Gap, etc. Fortunately The advanced of competition helps it be tough for everyone because they are all struggling to get a piece of the pie. The biggest problem is that due to the large number of competitors the progress rate is low due to the range of manufacturers around. The clothing industry has peaked which is very difficult for people to stay in the industry as the competition is cut throat. Customers are spoiled for choice because of the range of brands within the market. Also, they are very fickle minded and bottom their buying habits based on new trends. They will only buy based on price and brand reputation and this is excatly why the manufacturers have to keep changing what they do and produce new ways of gaining customers. The costs of processing new goods are quite high and yes it is not easy to procure uncooked material so that's why the ones who've the resources and the capability to do so can be able to survive within the marketplace.

Threat of New Entrants

There is usually the risk of new entrants but the chance is not so much as Zara already has a huge presence in most parts of the world. The obstacles for entry for distribution are quite low in Spain ( where the bulk of their clothes result from. ) New entrants will have it easy as the cost of circulation is quite low as they just need to lease a shop and need a little of capital to begin out. However when it involves manufacturing then your barriers of admittance are actually high due mainly to the fact that it needs an enormous investment to begin with within the marketplace.


There is no threat of substitutes as it is a simple necessity for everyone.

Customer's Bargaining Power

Customers have differing levels of bargaining power as they can determine what they need. Customers are very fickle as it pertains to buying clothes. However the good thing is that each customer has a love purchase volume and which means that even if some have a tendency to change their brand there will still be some who'll buy Zara. It is not an item like a burger or a treat which is offered easily anywhere for a low price. The good thing about the clothing business is that there surely is no risk nonpayment because customers purchase clothes during purchase.

Supplier Negotiation Power

There are way too many suppliers in the market which is one reason why the suppliers don't have much negotiating vitality. The fact that Zara procures or makes the majority of the stuff itself is also another factor which fails in the suppliers favour. If the company decides to cut down the supplies the manufacturer can easily go to some other manufacturer.

PEST Analysis

The PEST evaluation is a study of the environment before a firm commences its marketing process. It is a study of the external macro environment. It stands for "Political, Economic, Friendly, and Technological research" and can be an environmental scanning element of strategic management

Political - The political factors impacting Zara are when the government intervenes into the economy and arises with lawful restrictions which change the way things are done in the united states. The government can certainly change its coverage and change the ways an enterprise can operate in the united states. They can change the laws and regulations and do severe things like changing the interest. Zara must know the complete system and also to be ready for any potential problems it can face from the federal government due to an alteration in procedures.

Economical - Monetary factors come into play as they are related to factors such as interest levels, taxation changes, monetary expansion, inflation and exchange rates. These have the potential to build many problems in the future. There are different duties and levels of tariffs in different countries which can cause the costs of products to alter in different countries. The price tag on goods will also fluctuate based on the united states of origin and that is what Zara needs to keep in mind.

Social - If there are Changes in communal trends it will have a huge impact on the demand for Zara's products and the availability and willingness of people to work. However that is not more likely to happen as it isn't as if Zara makes topic products. They focus on a huge market and make different types of products so it is quite improbable that you will see a social transfer in this part. Nevertheless the company still must work on trends also to make sure it's updated with the days such that it can gratify its customers and meet up with the demands of its demographics.

Technology - Because of advancements in technology companies have to make certain that they continue. Zara has to make certain they have the most advanced technology and they are innovative in every way. The more advanced the technology the more it can bring about some quality. Zara has committed to technology and it must keep improvising because if they don't then their competition will receive a head start them.

Part 2:

Zara is the largest contributor towards Inditex's profits. It's the most well known brand in the group and has performed a huge role in the progress of the group as well as bringing about huge profits. Zara's success has taken about a huge number of circumstance studies and studies. It has consolidated its position in the style industry and has made a good name for itself.

Zara's business model is basically predicated on the principle that this can sell "medium quality fashion clothing at affordable prices". Essentially vertical integration and the capability to come up with a quick-response is an integral factor to Zara's successful business model otherwise they would be no where without it. The procedure for Zara has been designed in such a way that it gets the various functions within the business system such as developing, sourcing and processing, syndication and retailing. They do all of these themselves which is one reason their growth reaches a good rate. However what rises must drop and Zara is not immune system to the problems on the planet. Just how they operate can also end up being their undoing due to the model they are currently utilizing. The actual fact that they have their own circulation centre and manufacturing facility is a very weak point. This can be reviewed further in this record.

The management at Zara have come up four fundamental success factors: short cycle time for creation of product, small number per product (rather than an excessive amount of the same stock), intensive variety of product every season (so that users can make easily) as well as a huge investment in information and communication technology so they can stay on record.

Zara understands what its customers want by checking their preferences on a year round basis. They have got their own team of designers who've been recruited fresh out of fashion institution. It is not a tough job to tell them what they want based on the suggestions they receive. They make around a restricted level of clothes predicated on the 11000 various items created by its in-house personnel. Zara does not make any losses as they only order a restricted level of each item which they believe is stylish and you will be more constrained season wise. For instance if indeed they have miniskirts in design they'll only be accessible for a short while due to the short summer period in Europe. Other clothes which could work the year around and for which the trend will not change are outsourced to Asia as the price will not be so high. The outsourcing operation is very convenient mainly because these clothes have a longer shelf life. It does not take a very long time for the clothes to prepare yourself as it merely takes around 4 weeks total for the whole process : from design to the finished product in the stores.

The undeniable fact that Zara knows what sort of trends is there in the market and are quick enough to improve their technique to match the movements in the style industry provides them an enormous advantage. They could modify their timetable easily to change for a change in the styles in the market. Normally it requires around 8 to 12 months for any normal dealer to forecast trends and think of a style and send it for production. They are unable to match what Zara does and they wrap up losing big style. Even if a style fails to sell much, Zara may easily sell the clothes on a discount. The actual fact that they level of clothes created was so low that they lose much. Their low size strategy has helped them have a very low number of discount sales every year when compared with a higher rate for the rest of the industry.

However this causes higher costs which is a disadvantage but they don't have to fret about having higher inventories. This method allows for a low inventory and high profit margins. They don't really save any money here with costs but they get the maximum out of the clothing line. A difficulty they face is the actual fact that since Zara regulates everything it is not easy for these to broaden or relocate as they need to stay put in one place or the complete operation are affected and the products will definitely cost more to send out.

Zara's business model is wonderful in the sense so it has a very fashion forward series as they know which trends to profit from. They seem to have the midas touch of turning everything into gold. Their plan is to truly have a largely young and fashion mindful staff so that they will also be able to twin as style setters. If for instance a certain item in a store sells well the management chooses to sell the same item in other locations as well. The key is that almost all of the items are an issue and people presume that there is a scarcity of goods that eventually ends up making consumers want to buy more.

A key factor in Zara's success is the actual fact which it has sourced its products from the right places. They may have founded their procurement offices in several fashionable cities on earth. This allows those to witness the movements first side and then to quickly come up with a solution of their own. They don't buy all the uncooked products on their own as they use one with their parent group's procurement systems to do all it's purchasing. One brilliant move on the part is that they buy most of their textile in grey so that there is greater flexibility. It doesn't take miss the fabric to prepare yourself.

The main circulation artery is at Spain where they may have their biggest distribution centre. There is also some smaller circulation centers in countries such as Argentina, Brazil and Mexico. The challenge with the distribution centre is that it is purely located in Spain and does not have the capability for much load. It is a huge syndication centre and occupies around 500, 000 square legs altogether. They only are capable of control around 60, 000 folded garments in an hour. They have to find a new syndication centre or increase their operations so that they can save additional time. However the biggest advantage for the kids is the actual fact that they have vertical integration which allows them to make and distribute their own stuff without having to be susceptible to any supplier. It is not tough to go some of their products as they have their own railway network that allows them to go goods easily to its circulation centre. Once the goods are prepared they are delivered out immediately although shipping schedule is merely twice weekly. Western european stores get their goods early on (around 24-36 time) while other areas get them within 2 days. This system has allowed them to accomplish a very higher level of accuracy in its shipments. The other good thing is usually that the stores don't take long to show the new apparel after they reach their destination and this allows them showing new stock to their customers. The clothes are also coded according to their color so that the staff knows where you can place them. This helps it be easier for the clients to bypass color matching the items they want to buy.

Problems with Zara

Zara is facing a sizable quantity of issues which can cause them lots of problems in the future. Even though Zara has a steady business system which gives them a competitive edge it will always be in the threat of tanking badly. Zara's biggest edge is the fact that its economies of range are really good and that they have been able to crank up their circulation system. The extended growth is wonderful for them in every way. They are helped a whole lot by their growth in the international market. However their progress in the international market will be curtailed because of the reason that Zara has an extremely centralized logistics model. It is understandable that Zara has to expand its syndication centers and also to increase its capacity. Zara has its main circulation centre in Spain and it will not be easy going trying to broaden when their bottom part is merely in Spain.

This will have an effect on their plans to move international and also to target more locations. They can not simply survive with a Western european presence alone. It is true that they are doing have a occurrence far away but then it is not around it ought to be. They have an enormous occurrence in Spain but quite limited as it pertains abroad. They may easily target the UNITED STATES region where they don't have a lot of a presence compared to the huge size of the region. The problem is that there are a lot of shops there and lots of competition coupled with the need for plus size clothing, high cost of businesses and an extremely older market. Zara must come up with a strategy to allow them to compete very aggressively over there. They can also target South America but the challenge is that it is not really a very stable region and any geopolitical problems can lead to gains being low. A good market could be the ever reliable Middle East where Zara already has a tiny occurrence. However with talks of revolution in the air and other geo politics problems it's rather a risky bet. There are a few countries in the region that may lead it to be profitable but then the marketplace is small in comparison to other regions. They can certainly decide for countries like the South East Asian markets and South Asia that have a whole lot of potential.


Zara can simply bypass and grow its operations in lots of ways. A very important thing would be to take it possible for the short-term and also to go for further expansion in European countries. Spain and Italy are neighbors and the actual fact that Zara has its main circulation centre in Spain can make it easy for Zara. For the moment they don't really need to open up any more syndication centers as they can work with regions which are quite near in closeness to them. Italy is one of the most fashion savy countries in European countries along with France. Zara already has 70 plus stores in the united states but they can execute a lot better. They can enhance their existence on the market and try to take some share from a few of its know rivals such as Benetton and H&M. the biggest way for Zara to develop is to open another Syndication Centre in Eastern Europe and to be able to expand its procedures in Eastern Europe. Several countries are coming into europe and are ripe for the picking. They already have a presence in some countries however the amount of stores per region is not as much as it should be.

Zara should broaden further in the Asian marketplaces once they have had the opportunity to do their little bit in Europe. They have tested the waters in Asia even though there is a whole lot of competition from local suppliers there. Nevertheless the fact that people in the producing countries and with surging economies will make sure to try out Overseas brands and that would be one reason why it's wise to develop further in Asia. The one problem is that Zara is based in Spain and that all their designs come from that region. The actual fact that they make items in limited quantities ensuring a low inventory will scuttle their ideas to grow easily. If Zara decentralizes its manufacturing policy it may easily set up its own operations and distribution centre in Asia. It will not be easy as they will still have to procure items via local distributors. If they're unable to generate a distribution centre in Asia they can still create a larger upscale distribution centre in Spain where they are able to take the strain of providing to a larger number of stores. In this way they'll be able to match the demand and offer. This can help in the growth of the company and allow them to face challenges.

It wouldn't be considered a bad idea to grow in the US market in the permanent even if it is not so friendly towards European labels. Rivals such as Benetton and H&M have encountered problems with the united states market in the past. However Zara gets the resources and the capability to be able to expand within the market.

They can grow easily in the US market only when they manage to curb their costs which are very high at this time. In addition they need to invest in a proper top quality IT system which can help them go along with the trends. They will not have the advantage of the system they have in Spain as it's a totally different ball game over there. You will see different political and economical circumstances that may dictate just how they are doing everything. It will not be easy to improve their entire business model just for another region. This might mean that they have to decentralize the way they work in order to work in america. They might have to establish a circulation centre in Mexico or another cheaper place so that they can cater to the needs. The cost of labor won't be so much however the fact that it is decentralized and not under the control of the Spanish HQ. Over the bright side it will be cheaper to deliver products and the tariffs will be low.

This allows them to save a great deal on costs and they will have the ability to keep their prices the same way they may be in the foundation countries. They'll also have the ability to enjoy higher margins in this way. They will also be able to resolve other concerns such as retailing overcapacity, less fashion-forwardness, need for much larger sizes, and sizeable internal variant.


The risks associated with increasing overseas are that it will require a great deal of capital. They have to create new facilities which is not an easy task. They need to do a volume of studies and research the market properly before they go ahead. It will not be a fairly easy feat establishing everything from nothing. They will also have to train people just how they operate in Spain. However they can still keep the design and procurement process centralized as technology allows their items to do what they need. It's just the devices which have to be decentralized. You have the huge possibility that they will face a number of road blocks and loss before they can actually take action.

The only problem is that they will face problems with their margin while they are at it. They have to handle increased costs and can have to spread the buck to consumers so that their important thing is not afflicted. Hypothetically they can also select for joint endeavors or franchising if indeed they don't want to go and grow in america. Really the only problem is that joint projects and franchises don't always pan out as required. It can create problems because of their brand name and can cause many unexpected problems in the future. It is never a good idea to give out a franchise or work in a joint venture unless there is certainly synergy between the two lovers.


In the finish it is strongly suggested that Zara keep its house and affairs in order before they can think of expansion. Because of the environmental factors and the actual fact that the Euro Area will not always be so stable should tremble it out of its safe place. Expansion is the main element but they have to learn their credit cards right and plan their move properly before they conclude making some costly blunders.

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