Zara – letting the stores and consumers do the marketing

Inditex recently replaced Gap as the world's largest clothing retailer, not least because of the success of its flagship 'fast-fashion' chain Zara, which has built its success on providing consumers with affordable style.

Zara - letting the stores and consumers do the marketing

Ivan Castano

Powered by the growth of its flagship chain Zara, Inditex, the Spanish retailer, recently overtook Gap as the world’s largest clothing retailer. Inditex - based in north-west Spain - pioneered the fast-fashion business model. Two decades after opening its first store outside the country, Zara has become a global byword for supplying fickle consumers with affordable yet stylish garments invariably on shorter turn-around times than its rivals.

It has risen without employing retailer marketing techniques, especially the brand advertising campaigns...

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