Strategic Audit of Zara


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Paper on Strategic Audit of Zara.

Zara is a Spanish multinational clothing retailer that is based Arteixo, Galicia. Zara was established in 1975 and it is the key brand of the Inditex Group which is the largest fashion retailer. The company was founded by Rosalia Mera and Amancio Ortega (Fast Retailing 2016). Zara has expanded globally and it has operations in more than 86 countries across the world and has more than 1,765 stores globally (Fast Retailing 2016).

Based on its mission, Zara is highly committed towards satisfying the expectations and desires of their customers by offering them with the best quality and innovative products and services. Paper on Strategic Audit of Zara. Additionally, the company aims at contributing towards sustainable development of society as well as the environment. Paper on Strategic Audit of Zara. The vision of the company is to offer new and highly innovative designs which are made from high quality materials which are affordable. Paper on Strategic Audit of Zara.

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In case of a technical hitch in the distribution network the whole system collapses. Additionally, Zara does not predict the styles of the season but it imitates runway fashion hence it is not unique (Kapferer and Bastien 2012). Unlike rivals such as Benetton and H&M, Zara does not spend its revenue on advertisements. Paper on Strategic Audit of Zara.   

List of References

Australian Bureau of Statistics. (2016) Household use of information technology in Australia. Australian Bureau of Statistics, 1-5

Fast Retailing. (2016) ‘Annual report of Zara.’ Fast Retailing, 5-70

IBISWorld. (2017) ‘Clothing retailing in Australia: Market research report.’ IBISWorld, 1-6

Jackson, T. & Shaw, D. (2008) Mastering fashion marketing. Victoria: Sage

Kapferer, J. & Bastien, V. (2012) The luxury strategy: Break the rule of marketing to build luxury brands. Sydney: Sage

Larner, D. (2016) ‘Fashion is a big business in Australia: But you wouldn’t know it from the news.’ The Guardian, 1-2

Petro, G. (2016) ‘A future of fashion retailing: The Zara approach.’ Forbes, 1-2

Suzy, H. (2012) ‘How Zara grew into the world’s largest fashion retailer.’ The New York Times, 1-2