Zara was founded by Amancio Ortega Gaona and has first opened in Spain, more precisely in La Coruña in 1975 with the aim of “selling fashionable clothing at low prices”1(In HBS Case “Zara: Managing Stores for Fast Fashion”, 2010). Year after year, the brand has become the largest and most successful chain of the Galician group Inditex (Industria de Diseño Textil) and developed its own values, and stayed faithful to them. All the stores are defined by four simple key words: beauty, clarity, functionality, and sustainability. Its innovative vertically-integrated strategies, combined with its emphasis on quality and demand-based offer have shaped the world of fashion and made the brand more popular. Zara has always relied on its store network to promote its product offer; allowing its apparel to « speak for themselves ».
Zara is responding perfectly to the customers’ needs, thanks to its highly qualified designers. It is trying to maintain an intimate relationship with customers by keeping its designs flexible, responding to the changing needs, reacting to the latest trends, and taking into consideration feedbacks received. The brand serves women, men, and kids. It is also presenting products for home. The best thing about Zara is succeeding in delivering new concepts in the right place and at right time.
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