Zara : Le succès international de la fast-moving fashion

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”.
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https://hal-univ-lyon3.archives-ouvertes.fr/hal-01316137
Contributor : Ulrike Mayrhofer <>
Submitted on : Sunday, May 15, 2016 - 9:16:21 AM
Last modification on : Wednesday, January 23, 2019 - 7:48:11 PM

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Ulrike Mayrhofer, Claire Roederer. Zara : Le succès international de la fast-moving fashion. 2016. ⟨hal-01316137⟩

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