Fast Fashion Industry: Growth of Zara and Inditex

1533 Words4 Pages
bulb-icon

Recommended: Introduction to zara as a business

Fast fashion
Fast fashion is merely more than a one hit wonder. The fast fashion industry has grown and has ultimately proven itself to be profitable industry in the clothing market. The retailer most distinguished for a fast fashion approach is Zara (Hayes & Jones, 2006). Zara is a child company of the parent company Inditex. Zara stores have established the stride for merchants around the globe in creating and shipping fashionable clothing (“Case 3-4. Continued Growth for Zara and Inditex”, 2013). Their marketing approach has helped them become extremely successful in terms of providing the customer with. International marketing strategies and its efficiency assists in the expansion of Zara. Cultural understanding is virtuously essential for an organization expecting to be effective in operating in a host country and even their own nation. Research indicates that Zara has done their homework in this area. However, in order to keep ahead of the competition marketing strategies need to be constantly rationalized.
Guaranteeing that fast fashion is truly fast
According to Cateora, Gilly, and Graham (2013), “international marketing is the performance of business activities designed to plan, price, promote, and direct flow of the companies goods and services to consumers of users in more than one nation for profit” (p. 10). Equally, Borden’s marketing mix became popular after he published his article, The Concept of the Marketing Mix or as described the four P’s which are product, price, place, and promotion (“The Marketing Mix,” n.d.). Zara’s marketing plan introduced fast fashion by making sure that their stores are supplied with innovative designs two times a week. These innovative designs are kept small and sell out e...

... middle of paper ...

...h industry professionals - part 1: Materials and design. Journal of Fashion Marketing and Management, 13(2), 256-267. doi: 10.1108/13612020910957761
Hayes. S.G., & Jones, N. (2006). Fast fashion: a financial snapshot. Journal of Fashion Marketing and Management, 10(3), 282-300. doi: 10.1108/13612020610679277
Market Segmentation. (n.d.). Retrieved from http://learners.ncu.edu/CourseRoom/Default.aspx?course_code=IB5013-8&learner_course_id=312663
Moore, C., Nobbs, K., & Sheridan, M. (2006). Fast fashion requires fast marketing: The role of category management in fast fashion positioning. Journal of Fashion Marketing and Management, Suppl. Fast Fashion, 10(3), 301-315. doi: 10.1108/13612020610679286
The Marketing Mix (The 4 P’s of Marketing). (n.d.). Retrieved from http://learners.ncu.edu/CourseRoom/Default.aspx?course_code=IB5013-8&learner_course_id=312663

Show More
Related

  • Analysis Of The Fashion Industry: Free To Be An Individual

    1411 Words  | 3 Pages

    Berry, Hannah. “The Fashion Industry: Free to Be an Individual.” The Norton Field Guide to

    Read More

  • Marketing: Burberry Target Audience

    944 Words  | 2 Pages

    The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...

    Read More

  • Analysis Of Victoria's Secret

    1016 Words  | 3 Pages

    The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand of products in the market. Price, Product, Promotion and Place, are known as the 4Ps that make up a typical marketing mix. As marketing evolves, there are additional Ps that can also be included in the marketing mix, however, focusing on the 4 core Ps of the marketing mix, price, place, promotion and Product, taking an in-depth look at the aspects of Victoria’s Secret in general and in terms of the selected product. All the elements of the marketing mix influence each other. They contribute to the business plan for a company and if managed correctly, can give it a great success. In order to successfully master marketing mix, it needs understanding,

    Read More

  • Fashion Case Study: Marks And Spencer And Zara

    1077 Words  | 3 Pages

    The business model that sets Zara apart from other clothing retailers is how rapidly the company changes stocks and releases new product lineups. The company averages 12-16 collections annually which equates to more than one lineup a month. Due to stock being limited and the rapid production Zara brings forth, their items are viewed as exclusive promoting further business. Their customers are happy knowing that their specific article of clothing is more “rare” due to only having an average of a two-week window to purchase the clothing. The company specifically targets current trends and has them in the store within 30 days. This maintains the brand’s uniqueness and relativity in fashion.

    Read More

  • Heineken Case Study

    770 Words  | 2 Pages

    We propose a branding strategy which takes into account the brands capabilities and competencies, strategies of competition brands and the outlook of consumers experience in their respective societies. As an international brand there is the challenge of staying connected with local customers. We will overcome this by adapting marketing strategy to local needs using a variance of standardized marketing mix and an adapted marketing mix.

    Read More

  • Fashion Week’s Impact on American Society

    2015 Words  | 5 Pages

    Harris, Christopher. “New York Fashion Week: The Numbers and Economic Benefits behind the World’s Biggest Fashion Show.” IB Times. N.P., 6 September 2013. Web. 11 October 2013

    Read More

  • H&M Pricing and Retail Strategy

    1205 Words  | 3 Pages

    Petro, G. (2012, November 5). The future of fashion retailing --- the H&M approach (part 3 of 3). Retrieved from http://www.forbes.com/sites/gregpetro/2012/11/05/the-future-of-fashion-retailing-the-hm-approach-part-3-of-3/

    Read More

  • Consequence Of Fast Fashion Essay

    1014 Words  | 3 Pages

    Fashion is an outlet people use to express themselves. People anxiously wait to see what the next trends are as seasons pass by. We buy anything that doesn’t break a bank, people buy a $10 shirt just because it’s cheap and they might not even wear it, but it’s all right, since it wasn’t expensive. As harmless and normal as that scenario sounds, the fashion industry has created the harmful concept that is “fast fashion”, in which stores sell an abundance of extremely cheap trendy clothing and “where deliveries are small and often, with stock delivered twice a week, for instant-access fashion.” (Cochrane)

    Read More

  • Essay On Marketing Segmentation Of Zara

    613 Words  | 2 Pages

    Segmentation: Some of the important bases for segmenting consumer markets are Demographic, Geographic, benefits, Psychographic and Usage rate segmentation. Geographic segmentation is the priority of Zara. It is a global brand and its supply chain management is very much perfect. It helps Zara in getting the latest trends into stores in three weeks’ time based on consumer preferences. It’s a Spanish brand, so it would a better option for Zara to open more store in European countries. Consumers would be more interested in making their decision towards preferring Zara. It has dived its segment on the basis of gender where more preference is for women and less preference for men. It can be seen that in any Zara store there are two floor for women and 1 floor or a part of a floor for men products. For example, the store in Leeds. It focuses on women age group up to 35 years who is more concerned about having a fashionable life style. As per the psychographic segmentation, Zara consumers are more ambitious and are attracted towards fancy and trendy products. It makes products that give...

    Read More

  • Overview Of The Korean Apparel Industry

    1545 Words  | 4 Pages

    Korea's apparel industry has shown steady growth over the past few years with the rapid embrace by its consumers of foreign fashions, an increasingly wider variety of apparel in the marketplace and evolving industry marketing channels. The emergence of new distribution networks for apparel has occurred in tandem with changing consumer tastes and purchasing patterns, most notably through E-commerce, TV home shopping, fashion outlets, and discount stores, which for the most part, weren't in existence before the 1997-98 economic crisis. These new channels now account for 40% of all apparel sold in Korea, while traditional channels, such as department and chain stores, comprise the remaining 60%. It is expected that these relatively new marketing options for apparel companies will become even more important in the near future, as Korean firms strive to meet their consumers' increasingly demanding preferences for a wider variety of purchasing options. At the same time, a more diverse selection of apparel has become available for consumers, especially with the larger number of Korean firms offering imported fashions. As a result, more and more Korean consumers have been switching from domestic apparel to foreign brands, while they also have shown greater interest in foreign-labeled apparel that is produced locally. In 2002, the total market size of this industry was USD 15.9 billion, up 5.5% over 2001, and it is forecast to grow by 3%, to USD 16.4 billion, in 2003. END SUMMARY

    Read More

  • The Strategic Planning Marketing Process

    761 Words  | 2 Pages

    The marketing mix helps a company define the marketing elements for successfully positioning a market offer. The four P’s model, one of the best-known models, helps a company define its product marketing options in terms, place, price and promotion (MindTools.com, 2010). To enhance their impact with their target market, companies often use this model when you are planning a new venture, or evaluating an existing offer. As companies start out in an industry, many marketers learn about putting the right product in the right place, at the right price, at the right t...

    Read More

  • Fashion Industry Essay

    631 Words  | 2 Pages

    The apparel industry is a really important industry in terms of investment, revenue and trade and employment globally. Within the industry there are short product life cycles, an immense product portfolio, unpredictable customer preferences and opaque supply chain processes. (valueline.com, 2013)

    Read More

  • Marketing Assignment: Charles & Keith Footwear

    1061 Words  | 3 Pages

    ...enture into overseas market comes with expectations as well as uncertainties due to unfamiliarity. Charles and Keith, the fashion retailer, has to understand clearly that what appeals in one market might not be accepted in the others and this is almost the same for all industries. Thus, a thorough research on cultural background has to be done before entering an unfamiliar ground.

    Read More

  • Comparison Of Conclusion And Recommendations Of H & M

    1390 Words  | 3 Pages

    The Apparel or clothing industry is a very dynamic market where changes occur in a daily basis. So, rivals within this industry assist to an extreme competition. To make sure that, they stay relevant in the market scene, businesses have to develop creative, innovative and sustainable marketing strategies to attract more customers and increase their brands awareness. Because, this industry has many players, we have chosen one well known company to make our research more specific and well centered. Hennes and Mauritz AB commonly known as H&M is our best choice because, this

    Read More

  • Business trip

    2394 Words  | 5 Pages

    a company can familiarize itself with cultural nuances which may impact the design, packaging or advertising of the product. Moreover, traveling abroad allows one to locate and cultivate new customers, as well as improve relationships and communication with current foreign representatives and associates

    Read More

More about Fast Fashion Industry: Growth of Zara and Inditex

Open Document