Zara: Managing the global supply chain successfully

Claire Roederer (1) , Ulrike Mayrhofer (2)

1 Humanis - Hommes et management en société / Humans and management in society
2 GRM - Groupe de Recherche en Management - EA 4711

In 2019, Zara ranked 29th in Interbrand’s ranking of the best global brands by value, with an estimated US$17,175 billion. Zara belongs to Inditex, a dynamic fashion retailer with eight distinct brands, selling in 202 markets through its online platform and 7,490 physical stores over the world. In 1975, when Amancio Ortega opened the first Zara store in La Coruna (North West Spain), he intended to provide price-sensitive European consumers with trendy clothes at a lower price than designer clothes. Boosted by this initial success, he radically changed the clothing industry’s design and distribution patterns by creating a new business model, “fast-moving fashion” which was to make him a fortune.

Mots clés: Zara; brand; fast-moving fashion; business model; global value chain

Domaines: Gestion et management

Claire Roederer, Ulrike Mayrhofer. Zara: Managing the global supply chain successfully. Ilan Alon, Eugene Jaffe, Christiane Prange & Donata Vianelli. Global Marketing. Contemporary theory, practice and cases, Routledge, p. 578-583, 2021. ⟨halshs-03083454⟩