ZARA: The international success of reinvented fast-moving fashion

The Zara brand and the Inditex group are committed to the circular economy and sustainable development to reinvent the fast-moving fashion business model. The objective is to maintain leadership in the global apparel market. Zara sells its products in Europe, America and Asia, and continues the development of online sales. Facing strong competition, the company is questioning the guidelines of its international marketing policy. The case contains detailed information about the Zara brand, the Inditex group, the business model and the international development of the company. Students are asked to analyse the Inditex group's internationalisation approach, and to propose the international marketing policy and evaluate the sustainable marketing strategy for the Zara brand.

Updated version in 2023.

- To analyse the internationalisation approach of the Inditex group (market selection, internationalisation pace, choice of market entry modes)
- To elaborate the international marketing policy for the Zara brand (segmentation, targeting, positioning, marketing mix)
- To evaluate the implementation of Zara's sustainable marketing strategy

Marketing, consumer goods marketing, marketing mix, operational marketing, strategic marketing, product marketing, brand image, brand strategy, marketing strategy, segmentation, targeting, positioning, action plan, competitive market, international marketing, international management, international strategy, international environment,
fashion, apparel, sustainable development

Business schools and universities (initial and executive education)

Apparel industry

The case-study covers a PowerPoint of 59 slides with the solution adopted by the company. It is recommended to show the solution of the company after the presentation (written and/or oral) and discussion of the answers proposed by the students.
French version also available : M1705
Updated version in 2023.

Année de la problématique : 2023

Livraison : Livraison par lien de téléchargement

Nombre de pages : 15 avec 2 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures (3 to 6 hours)

Code du secteur d'activité : 17 - Industrie textile