Zara is the flagship chain store of the Spanish Inditex Group owned by Amancio Ortega. It relies on a vertically integrated supply chain with short lead times rather than advertising to achieve fashionable, lower quantity styles based on frequent consumer feedback. This allows Zara to consistently innovate and stay on-trend while maintaining profitability. Its use of RFID and focus on sustainability have also contributed to its success globally. While Zara's model is difficult to replicate fully, focusing on supply chain flexibility, market segmentation, and e-commerce could help ensure its continued growth worldwide.

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2. Flagship chain store of Inditex
Group owned by Spanish
Tycoon Amancio Ortega
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4. PRODUCT
MIXMenswear
Womenswear
Kidswear
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6. ZARA relies on zero advertising
but still achieves a massive
success
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HOW????

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VERTICALLY INTEGRATED
SUPPLY CHAIN

8. PROFITABILITY FORMULA
Short Lead Time= More Fashionable
Lower Quantities= Scarce Supplies
More Styles= More choice & chances
of hitting the jackpot
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10. RFID
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13. CONSISTENT INNOVATION
BASED ON CONSUMER
FEEDBACKS
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14. Sustainable & Eco-Friendly
Concept
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15. Brand Positioning Via
Social Media
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16. That’s Why
Successful
Soaring High
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17. Marketing Excellence:- Case Study Questions
Q1. Would Zara’s model work for other retailers? Why or why not?
 Zara has achieved success by:-
- closing the communication loop,
- sticking to the rhythm across the entire chain
- leveraging their capital assets to increase supply chain flexibility
 Integrated Logistics System
 Control Production and Distribution Facilities
Even applying and controlling one principle of Zara’s
supply chain is very Difficult.
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18. Marketing Excellence:- Case Study Questions
What can Zara do to ensure successful growth around the world while
maintaining
the same level of speed and instant fashion?
 Capacity Expansion for fashion forecasting
 Market Segmentation & Product Customization
 Invest in R&D ,Technology, Marketing Analytics and Pricing Strategies
 E-commerce & M-commerce
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19. LETS RECAP
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20. CREDITS
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Sl No. Reference
1 https://www.zara.com/in/en/editorials-c362003.html
5 https://www.socialbakers.com/statistics/facebook/pages/detail/33331950906-zara#-
8 https://www.theatlantic.com/business/archive/2012/11/zaras-big-idea-what-the-worlds-top-fashion-
retailer-tells-us-about-innovation/265126/
14 http://static.inditex.com/annual_report_2015/en/sustainability-strategy/sustainable-development-at-
inditex.php
15 https://www.facebook.com/Zara/videos/10155055118180907/-
16 https://www.google.co.in/search?q=zara+geographical+outreach&source=lnms&tbm=isch&sa=X&ved=0a
hUKEwjo2ZzVxobUAhXFKo8KHdCTDoIQ_AUICigB&biw=1366&bih=618#tbm=isch&q=zara+rfid&spf=1495561051
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DISCLAIMER
Made during a marketing internship under
Prof. Sameer Mathur, IIM Lucknow
By Ravi Deo Chandra, Nift Chennai