Today, I’m going to talk about Zara. I chose this topic because Zara is a company that have enjoyed a spectacular success. In this oral presentation I will try to show, to explain, the features which have enabled Zara to become one of the biggest company in this sector. First, I’m going to do a brief presentation of the company and secondly, I will focus on its advantages.

Zara is a Spanish company, it’s a subsidiary of the INDITEX group, which has many branks like Massimo dutti, Berska or Pull and bear. Its headquarters is located in “la Corogne”
Zara offers its customers a wide range of products, specially clothes for men, women and even children. Recently, Zara has launched in the marketing of interior decoration products, whith Zara home store.
The company has more than 2500 stores in 60 countries. A number well show the accomplishment is : the company opens stores every three weeks in the world.

So I wonder How can we explain Zara success ?

4 points can explain this phenomenon :

- First Zara concept. Zara sells products at low prices, affordable prices, anticite new trends, copying the luxury branded clothes. These products attract a lot of the customer.
- Then, the main asset of Zara is the speed. Indeed, Zara frequently changes its collections, always suggesting new products. Therefore, the regular customer doesn’t grow tired, doesn’t get tired because innovation is a central topic in the strategy of Zara. For example, its main competitor H & M changes of collections every 5 months while Zara only uses 2 months from the creation to the distribution of the production.
- Third, another element that explains Zara success is the control. Indeed, the company controls product design, creation, production the distribution because Zara has its own retail outlet.
- Finally, Zara doesn’t invest money in communication or marketing. We don’t watch advertising campaigns on TV, or advertising on magazines, unlike H&M. Zara sells its products thanks to a