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Fast Fashion Industry: Growth of Zara and Inditex

Powerful Essays
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...

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...h industry professionals - part 1: Materials and design. Journal of Fashion Marketing and Management, 13(2), 256-267. doi: 10.1108/13612020910957761
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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
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