Zara: Expanding Overseas

Zara is one of the most well known brands in the world which is also one of the greatest international fashion companies. They are the third greatest brand in the garment industry and are a device of Inditex. It their flagship range of chain stores and are headquartered in Spain. Zara opened up its first store in Spain in 1975. The headquarters of the company is based in Galicia. You can find more than 2600 stores across 73 countries in the world. The Zara clothing line accounts for an enormous almost all its parent or guardian group's revenues. You can find other clothing brands possessed by Inditex such as Kiddyґs Course (children's fashion), Yank and Bear (youth informal clothes), Massimo Dutti (quality and regular fashion), Bershka (avant-garde clothing), Stradivarius (trendy apparel for young woman), Oysho (undergarment string) and Zara Home (home textiles). Inditex is the owner of all Zara outlet stores aside from places where they aren't allowed ownership of stores (that is where Franchises step in).

Zara is renowned for coming up with products on a short timescale instead of taking forever. They are known for taking around 14 days to build up products and have been known to come up with around 10, 000 new designs every year (which is an industry record). They have bucked the trend by making productions in European countries instead of shifting their entire development to UNDER-DEVELOPED or Growing countries. However a few of their clothes are manufactured in elements of Asia because of the fact that they have a longer shelf life. They make most of their own products inside Spain or other European Countries as they own a big quantity of factories in both Spain and Portugal. They also don't have to depend on anyone else as they can get everything done by themselves.

Zara is exclusive in the manner that it generally does not spend money on marketing and instead specializes in opening new stores instead. Their brave tests have led those to be labeled as one of the very most innovative retailers in the world.

Zara began with low priced products that have been pale imitations of high end fashion products. This move led to Zara being truly a smashing success and allowed these to expand by starting more stores in Spain. The company management also managed to decrease the time it required to generate new designs and developed the term "instant fashions" which allowed them to capitalize on new fads really fast. Zara may use teams of designers rather than individuals.

Zara has to face a whole lot of competition from H&M, Distance and Bentton internationally. Fortunately Zara is considered to be more fashionable than the rest of the brands despite the fact that its price is less than Benetton and Space. H&M continues to be cheaper than Zara but is evenly fashionable as Zara. Gap and Benetton are less popular and more pricy.

SWOT Analysis


Zara's biggest power is the actual fact that it offers cost leadership strategy by aiming at efficiency and cost reduction on products. There's a lot of efficiency simply because of the fact that products are put on fast record and costs are maintained suprisingly low. They don't take a long time to come up with new series. Zara is able to produce selections really fast (around 14 days to get a collection ready).

Zara focuses on what its customers want so in retrospect they have were able to do this well. They could get the opinions of its customers on a daily basis. The data is sent to the head office where it is analyzed. This is a great way of conserving time and helps them understand what sort of fads to follow. As it will not take them quite a while to come up with products they could cash in on the trends. They are also able to design, produce and distribute the new products in less than 2 weeks. They are also very efficient when it comes to delivery of the products.

Zara employs a huge team of designers who can design the clothes they might need. Many of these designers are fresh out of Fashion academic institutions and are capable of doing more for less. Most of the clothes manufactured are made in Spain and you don't have for outsourcing. Zara companies and distributes its clothes so it manages to trim out the middle man. This is one reason they are able to get clothes out there so fast. They also have a great Information technology solution set up that allows for decentralized decision making.


Zara does not spend any money on marketing or advertising. This is an enormous weakness for them as its competition spend big money on advertising. Zara relies on goodwill and person to person so that people can shop at their stores. This is a weakness which can be exploited in the future by its challengers.

Another weakness is the fact that Zara only has one manufacturing and distribution centre in the world. This is a double edged sword as it is both a weakness and strength. The fact they have a huge distribution centre makes it an asset but if it's hit by some sort of natural catastrophe or some logistical problem then it can have an adverse effect on its earnings.


There are a great deal of opportunities for Zara lying down ahead. They have to expand their existence in the USA where they face competition from famous brands GAP. They only have around 49 stores in america which is pretty good but then based on how big is the united states that is the same as around one store per point out. Compared there are usually more than 300 stores in Spain which is a fraction of the size of the US. They could have conquered Europe nonetheless they still need to expand into the US market so they can give Space a run because of its money. They can grow properly if they expand their occurrence in america.

Zara is only going for markets where it does well such as Italy. However there's a huge chance of them to utilize the Indian market. The Indian Economy is doing really well and people over there like to buy good quality brand names at an acceptable price. Zara already has 2 outlets in India but then it wouldn't injure to expand a bit more and form alliances with local manufacturers. This will make it easier to allow them to slowly increase within the Indian market.


The biggest threat facing Zara is the actual fact that it's Europe Based. Zara is situated in Spain and has a huge number of stores in European countries. Critics assume that there is an over saturation of stores in Europe and this having such a huge number of stores will dent the revenues over the longer term. The other reason is the actual fact that the Euro tends to be stronger than the Buck. That is one reason items from Zara tends to be more expensive in other countries. This can be a big switch off and can have a detrimental effect on their earnings in the long run.

Porters Five Forces

Porters Five Causes we can go through the five forces which help us determine the competitive strength and the elegance of market. Some of these forces are related to competition from exterior sources while the rest are internal threats. They are essentially all related to the macro environment. The various Forces are risk of alternative products, the threat of established rivals, the threat of new entrants, the bargaining vitality of suppliers and the bargaining vitality of customers.

Porters Five Makes Analysis

Threat of Competitors

Zara faces a whole lot of competition on the market. There are a large number of opponents on the market such as H&M, Benetton, Difference, etc. Fortunately The higher level of competition helps it be tough for everybody because they are all struggling to get a piece of the pie. The largest problem is that because of the large numbers of competitors the expansion rate is low because of the range of manufacturers around. The clothing industry has peaked and it is very difficult for folks in which to stay the industry as your competition is cut throat. Customers are spoiled for choice because of the number of brands within the market. They are also very fickle minded and base their buying patterns on the basis of new trends. They will only buy predicated on price and brand reputation and this is excatly why the manufacturers have to keep changing what they do and come up with new ways of gaining customers. The costs of processing new goods are quite high plus it is challenging to procure natural material so that is why the ones who have the resources and the ability to do so can be able to endure within the marketplace.

Threat of New Entrants

There is actually the threat of new entrants but then the chance is not so much as Zara already has a huge presence in most parts of the globe. The obstacles for entry for distribution are very lower in Spain ( where in fact the almost all their clothes come from. ) New entrants will own it easy as the expense of circulation is quite low as they only need to lease a shop and need a bit of capital to start out out. However when it involves manufacturing then the barriers of access are actually high mainly due to the actual fact that it requires a huge investment to get started within the marketplace.


There is not a risk of substitutes as it is a basic necessity for everyone.

Customer's Bargaining Power

Customers have differing degrees of bargaining power as they can make a decision what they need. Customers are very fickle when it comes to buying clothes. Nevertheless the positive thing is that all customer has a love purchase amount and which means that even if some tend to change their brand there it's still some who will buy Zara. It is not an item like a burger or a snack which is offered easily everywhere for a low price. The good thing about the clothing business is that there surely is no risk nonpayment because customers purchase clothes during purchase.

Supplier Negotiation Power

There are way too many suppliers on the market which is one reason the suppliers don't have much negotiating ability. The actual fact that Zara procures or makes almost all of the products itself is also another factor which doesn't work in the suppliers favor. If the dealer decides to decrease the supplies the maker can easily go to another manufacturer.

PEST Analysis

The PEST research is a report of the environment before an organization commences its marketing process. It is a study of the exterior macro environment. It means "Political, Economic, Community, and Technological examination" and can be an environmental scanning component of strategic management

Political - The politics factors affecting Zara are when the government intervenes in to the economy and comes up with lawful restrictions which change the way things are done in the country. The government can simply change its plan and change the ways an enterprise can operate in the country. They are able to change the regulations and do major things like changing the interest. Zara needs to know the complete system and also to be ready for any potential problems it can face from the federal government due to a big change in guidelines.

Economical - Economical factors enter into play because they are related to factors such as interest levels, taxation changes, economical progress, inflation and exchange rates. These have the potential to build many problems in the foreseeable future. There will vary duties and levels of tariffs in various countries which can cause the prices of products to vary in different countries. The price tag on goods will also vary based on the country of origin and that's what Zara needs to keep in head.

Public - If there are Changes in public trends it has a huge impact on the demand for Zara's products and the availableness and willingness of individuals to work. However that is not more likely to happen as it isn't as if Zara makes topic products. They give attention to an enormous market and make different kinds of products so that it is quite improbable that you will see a social shift in this part. However the company still needs to work on styles and to make sure it's up to date with the days such that it can fulfill its customers and meet the demands of its demographics.

Technology - Due to developments in technology companies have to ensure that they keep up. Zara has to make sure that they have the latest technology and they are innovative atlanta divorce attorneys way. The more advanced the technology the more it can bring about some quality. Zara has committed to technology and it must keep improvising because if indeed they don't then their rivals will get a head start on them.

Part 2:

Zara is the biggest contributor towards Inditex's gains. It's the most well known brand in the group and has enjoyed a huge role in the growth of the group as well as causing huge sales and profits. Zara's success has brought about a sizable number of circumstance studies and reviews. It includes consolidated its position in the fashion industry and has made a good name for itself.

Zara's business model is basically predicated on the principle so it can sell "medium quality fashion clothing at affordable prices". Fundamentally vertical integration and the capability to think of a quick-response is an integral factor to Zara's successful business model otherwise they would be no where without it. The process for Zara has been designed so that it has the various functions within the business enterprise system such as designing, sourcing and processing, syndication and retailing. They do all of these themselves which is one reason why their growth reaches a good rate. However what goes up must come down and Zara is not immune system to the problems on the planet. Just how they operate can also end up being their undoing because of the model they are currently utilizing. The actual fact that they have their own circulation centre and manufacturing unit is a very weak point. This can be reviewed further in this document.

The management at Zara attended up four important success factors: short pattern time for creation of product, small volume per product (and not an excessive amount of the same stock), intensive variety of product every season (so that users can pick easily) as well as a huge investment in information and communication technology so they can stay on monitor.

Zara knows what its customers want by tracking their preferences on a year round basis. They have got their own team of designers who've been recruited fresh out of fashion college. It isn't a hardcore job to tell them what they want based on the type they get. They make around a limited level of clothes predicated on the 11000 various items designed by its in-house personnel. Zara does not make any loss as they only order a limited level of each item which they believe is stylish and you will be more limited season wise. For example if indeed they have miniskirts in design they will only be available for a short while because of the short warmer summer months period in Europe. Other clothes which could work the year around and that the trend does not change are outsourced to Asia as the price will not be so high. The outsourcing procedure is very convenient mainly because these clothes have an extended shelf life. It generally does not take a long time for the clothes to prepare yourself as it only takes around 4 weeks total for your process : from design to the finished product in the stores.

The reality Zara knows what sort of trends is there in the market and are quick enough to improve their strategy to match the fads in the fashion industry offers them a huge advantage. They could enhance their timetable easily to modify for a change in the tendencies on the market. Normally it requires around 8 to a year for just about any normal merchant to forecast fads and think of a style and send it for development. They are unable to match what Zara does and they finish up losing big time. Even if a style does not sell much, Zara can certainly sell the clothes on a discount. The actual fact that they level of clothes manufactured was so low that they lose much. Their low volume level strategy has helped them have a very low volume of discount sales annually when compared with a higher rate for all of those other industry.

However this contributes to higher costs which is a disadvantage but they don't really have to fret about having higher inventories. This method allows for a minimal inventory and high profit margins. They don't really save hardly any money here with costs but they get the maximum out of these clothing line. A challenge they face is the fact that since Zara controls everything it is not easy for these to expand or relocate as they need to stay put in one place or the complete operation are affected and the goods will cost more to send out.

Zara's business model is wonderful in the sense which it has a very fashion forward series as they know which fashion to profit from. They seem to really have the midas touch of turning everything into platinum. Their plan is to truly have a mainly young and fashion conscious staff so that they may also be able to twin as tendency setters. If for instance a certain item in a store provides well then the management chooses to market the same item in other locations as well. The main element is that the majority of the things are in short supply and folks presume that there surely is a scarcity of goods that eventually ends up making consumers need it more.

A main factor in Zara's success is the fact that it has sourced its products from the right places. They have based mostly their procurement offices in several fashionable cities on the globe. This allows those to witness the trends first hands and then to quickly come up with a solution of their own. They don't buy all the raw products on their own as they use one of their father or mother group's procurement models to do all it's purchasing. One ingenious move on their part is that they buy the majority of their fabric in gray so that there surely is greater flexibility. It generally does not take miss the textile to prepare yourself.

The main syndication artery is at Spain where they have their biggest distribution centre. There is also some smaller syndication centers in countries such as Argentina, Brazil and Mexico. The problem with the syndication centre is that it is purely located in Spain and does not have the capability for a heavy load. It really is a huge syndication centre and occupies around 500, 000 square legs altogether. They only are capable of producing around 60, 000 folded garments within an hour. They need to find a new distribution centre or increase their operations so that they can save additional time. However the biggest benefit for them is the actual fact that they have vertical integration that allows them to create and send out their own products and never have to be at the mercy of any supplier. It is not tough to go any of their products as they may have their own railway network which allows them to move goods easily to its syndication centre. Once the goods are prepared they are transported out immediately although shipping schedule is only twice weekly. Western european stores get their goods early on (around 24-36 time) while other places have them within 2 times. This technique has allowed them to attain a very high level of accuracy in its shipments. The other good thing would be that the outlet stores don't take long to show the new clothes after they reach their vacation spot which allows them showing new stock with their customers. The clothes are also coded according with their color so that the staff knows where to place them. This helps it be easier for the customers to bypass color matching the items they want to buy.

Problems with Zara

Zara is facing a large range of issues which can cause them lots of problems in the future. Despite the fact that Zara has a constant business system which gives them a competitive gain it will always be in the danger of tanking terribly. Zara's biggest edge is the actual fact that its economies of range are really good and they have had the opportunity to ramp up their circulation system. The extended growth is wonderful for them atlanta divorce attorneys way. They are helped a lot by their extension in the international market. However their progress in the international market will be curtailed because of the reason that Zara has an extremely centralized logistics model. It is understandable that Zara must expand its circulation centers and also to increase its capacity. Zara has its main syndication centre in Spain and it won't be easy going trying to expand when their foundation is only in Spain.

This will have an impact on their plans to travel international and to target more regions. They can't simply endure with a Western presence alone. It is true that they actually have a occurrence far away but then it isn't just as much as it ought to be. They have an enormous occurrence in Spain but quite limited when it comes to other countries. They may easily target the UNITED STATES region where they don't really have much of a presence set alongside the huge size of the spot. 60 that we now have a great deal of outlet stores there and a lot of competition in conjunction with the necessity for plus measured clothing, high cost of procedures and an extremely older market. Zara needs to think of a strategy to allow them to remain competitive very aggressively over there. They can also target SOUTH USA but the problem is that it's not really a very stable region and any geopolitical problems can lead to profits being low. An excellent market will be the ever reliable Middle East where Zara already has a little presence. However with talks of revolution in the air and other geo political problems it's rather a risky bet. There are many countries in your community that will lead it to be profitable but then the marketplace is small compared to other regions. They can simply decide for countries including the South East Asian market segments and South Asia which have a whole lot of potential.


Zara can certainly go around and expand its operations in lots of ways. The best thing is always to take it possible for the short-term also to go for further expansion in Europe. Spain and Italy are friends and neighbors and the actual fact that Zara has its main distribution centre in Spain will make it possible for Zara. For the time being they don't need to open any more syndication centers as they can work with parts which are very near in proximity to them. Italy is one of the very most fashion savy countries in Europe along with France. Zara already has 70 plus stores in the country but then they can do a lot better. They can enhance their existence in the market and try to take some share from a few of its know rivals such as Benetton and H&M. the biggest method for Zara to increase is to try and open another Syndication Centre in Eastern European countries and to be able to expand its functions in Eastern European countries. A number of countries are getting into europe and are ripe for the picking. They already have a presence in a few countries but the volume of stores per region is less than it ought to be.

Zara should grow further in the Asian marketplaces after they have been able to do their little bit in Europe. They have already analyzed the waters in Asia even though there is a whole lot of competition from local distributors there. However the fact that people in the developing countries and with surging economies will make sure to test Overseas brands and that might be one reason why it's wise to increase further in Asia. Really the only problem is that Zara is situated in Spain and that their designs come from that region. The fact that they make items in limited amounts ensuring a minimal inventory will scuttle their plans to broaden easily. If Zara decentralizes its creation policy it may easily set up its operations and syndication centre in Asia. It won't be easy as they will still have to procure items via local vendors. If they are unable to build a circulation centre in Asia they can still create a larger upscale syndication centre in Spain where they could take the load of providing to a larger volume of stores. In this manner they will be able to keep up with the demand and supply. This can help in the growth of the business and invite them to face challenges.

It wouldn't be considered a bad idea to increase in the US market in the long term even if it is not friendly towards Western european labels. Challengers such as Benetton and H&M have encountered problems with the US market before. However Zara has the resources and the ability to be able to expand within the market.

They can grow easily in the US market only when they manage to curb their costs which are quite high at this time. They also need to purchase a proper top quality IT system which can help them go with the trends. They'll not have the benefit of the system they have got in Spain as it's a completely different ball game over there. You will see different politics and economical circumstances which will dictate just how they certainly everything. It won't be easy to change their entire business model simply for another region. This would mean that they need to decentralize the way they work so that they can work in america. They might have to establish a distribution centre in Mexico or another cheaper place so that they can focus on the needs. The expense of labor won't be so much but the fact that it's decentralized and not under the control of the Spanish HQ. On the bright side it will be cheaper to send products and the tariffs will be low.

This will allow them to save a lot on costs and they will have the ability to keep their prices the same manner they are simply in the origin countries. They will also have the ability to enjoy greater margins in this way. They will also have the ability to resolve other matters such as retailing overcapacity, less fashion-forwardness, need for greater sizes, and appreciable internal deviation.


The hazards associated with expanding overseas are that it will require a lot of capital. They have to establish new facilities and it is not a fairly easy task. They have to do a quantity of studies and research the marketplace properly before each goes ahead. It will not be a simple feat establishing everything from scuff. They will also need to train people just how they operate in Spain. Nonetheless they can still keep the design and procurement process centralized as technology will allow their units to do what they need. It's just the models which need to be decentralized. There is the huge possibility that they will face lots of obstacles and losses before they can actually take action.

The only problem is that they can face problems with their margin while they are at it. They will have to handle increased costs and can have to pass on the buck to consumers so that their important thing is not afflicted. Hypothetically they can also opt for joint projects or franchising if indeed they don't want to go and increase in america. The one problem is that joint endeavors and franchises don't always pan out as required. It can create problems for their brand name and can cause many unforeseen problems in the future. It is never smart to hand out a franchise or work in a joint venture unless there is synergy between the two partners.


In the end it is highly recommended that Zara keep its house and affairs in order before they can think of growth. Due to the environmental factors and the fact that the Euro Area will not continually be so steady should shake it out of its comfort zone. Expansion is the main element however they have to learn their credit cards right and plan their move properly before they finish up making some costly faults.

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