IBM 416 Lecture Notes - Lecture 7: Inditex, Emerging Markets, Management Consulting
17 Mar 2016
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Article 2: zara, spain"s most successful brand, is trying to go global (alberto) Why is a freshly cut jacket is like fresh fish?fresh fish, like a freshly cut jacket in the latest colour, sells quickly and at a high price. Yesterday"s catch must be discounted and may not sell at all. Zara"s ability to keep up with fashion trends as quickly as they develop is one of their major advantages. If it does not, it may find itself becoming a lukewarm brand on a steady decline, while losing market share to competitors h&m and others. The sales in america have not been as high as zara desires. This is because the trendy, slim fit clothes offered by zara are not congruent with the current fashion tastes of the majority of americans outside of the major cities. In europe and china, women prefer tightly fitted clothes, as opposed to america, where most people preferred looser clothing.
