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Title: Internationalisation of Spanish fashion brand Zara
Authors: Lopez, C
Fan, Y
Keywords: Internationalisation, fashion retailing, branding, market entry, Zara
Issue Date: 2009
Publisher: Emerald
Citation: Journal of Fashion Marketing and Management, 13 (2) 279-296
Abstract: Zara is one of the world’s most successful fashion retailers operating in 59 countries. However, there is little research about the firm in English as the majority of publications have been written in Spanish. This paper seeks to address this gap in the literature by examining the internationalisation process of Zara. This study adopts an in-depth case approach based on extensive secondary research. Literature published in both English and Spanish has been reviewed, including company documents such as annual reports. The paper starts with a brief overview of the global textile and clothing industry, followed by the case study of Zara. The main part of the case examines the key aspects in the internationalisation of Zara namely: motives for internationalisation, market selection, entry strategies, and international marketing strategies. In the final section, comparisons are made between Zara and two of its main competitors, H&M and Gap.
ISSN: 1361-2026
Appears in Collections:Marketing
Brunel Business School Research Papers

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