The document summarizes research conducted on introducing the fashion brand Zara to the Boston market. It provides an overview of Zara's business model and SWOT analysis. It then outlines research objectives to evaluate consumers' purchasing behaviors and attitudes toward Zara. The methodology section describes a survey of 100 people to understand awareness, usage, factors influencing purchase decisions, and recommendations for launching Zara. Key findings indicate 58% awareness but low purchase rates. The conclusion recommends launching Zara in Boston targeting young women, and provides suggestions around product, price, promotion, and placement.