The Fashion Industry: Zara

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Introduction The fashion industry has changed over a period of time due to the growth of boundaries. This is attributed to the varying dynamics of the industry; declining mass production, altered structural aspects in the supply chain, need for more affordable cost and quality. This shows that fashion retailers are able to acquire a competitive power in the market through making sure through which they get their products to the market for the consumers (McAfee, Dessain, & Sjoman, 2007). Consumers are hence able to get product easy and of high quality. Fast fashion has been able to meet the needs of consumers while trying to acquire major merchandize turnover to retailers than local rivals. The Zara case study reported sales $8.15 billion to its competitors Hennes & Mauritz 0f $7.87 billion (Dutta, 2002). This was the consumer’s one stop shop due to the quality products offered both globally and locally. This paper will focus on the fashion trend of the Zara case study. The paper will look at the varied roles that consumers play in the market and how the alter the market. From this, the paper will focus on the globalization of Zara from how it started and to how it grew to become a global company. Then the paper focuses on the theories that arise from the Zara case study and how they relate to the company’s techniques to appeal to the consumers. Fast-Fashion Strategy: Zara Case study Zara is a Spanish apparel store that is completely integrated. The company has been on the fore front in terms of technology by acquiring machines and applying their resources to acquire new ideas in shortest time (Delagarde, and Baykal, 2011; McAfee, 2004). This is focused on getting the products out to the consumers at the shortest possible time. A... ... middle of paper ... ...m:, Accessed in 6th February 2014 Ferdows, K., Lewis, M., & Machuca, J. A.D., 2003. Zara. Supply Chain Forum: International Journal, 4(2), 62-66. Jonsson, A. 2008. A transaction perspective on knowledge sharing: Lessons learned from Ikea’s entry into Russia, China and Japan. The International Review of Retail, Distribution and Consumer Research 18, no. 1: 17-44. Kroenke, D. M., 2012. Experiencing MIS (3rd ed.), In Organizational strategy, Information systems, and Competitive advantage. Upper Saddle River, NJ: Pearson Education, Inc. pp. 51. McAfee, A., 2004. Do you have too much IT? MIT Sloan Management Review, 45(3), 18-22, 4p. McAfee, A., Dessain, V., & Sjoman, A., 2007. Zara: IT for Fast Fashion. Harvard Business School, 1-23. Thomas, R.J., 2006. Uncovering Zara. Apparel Magazine, 47(5), p.27.

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