In the following century appeared several manufactures that introduced the notion of trend related to the brand name and not only the product. Fashion clothing, an adult market, has been aimed at young people -especially teenagers- only very recently (beginning of XXth Century). This sector is growing because of several factors: the increase of brand recognition and the fashion importance in nowadays’ society and the increase in population coupled with the globalization of the cultures and trends...
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This sector is mainly led and owned by Western European and North American Companies and the retail takes place mainly in the biggest cities of developed countries first. However, the manufacturing activity of the clothing industry is often concentrated outside these countries because of relocation in countries where labor and facilities are cheaper (Asia, South America, Maghreb, etc...
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Zara Zara has resisted the industry-wide trend towards transferring production to low-cost countries. Perhaps its most unusual strategy was its policy of zero advertising; the company preferred to invest a percentage of revenues in opening new stores instead...	1 / 268
Zara The planning of the design of every new collection starts only nine months 24 The Zara Concept at Inditex’ website n.d. 25 Nilsson, Foren & Carlsvi 2004 26 Mazaira, Gonzalez & Avendano 2003 27 Zara: Fast Fashion 2003 15 before the start of the season...	2 / 438
Zara Certain hurdles in Zara’s path to the future are that growth based on current business model may be difficult for international expansion. Their plans of expansion may lead to complexities in aligning Inditex and Zara’s strategy...	2 / 373
Zara To aide with this the company has a state-of-the-art information infrastructure to ensure a tight linking between retail sales and manufacturing. ZARA is a known brand and even though it does not advertise its brand name can be leveraged for expansion...	2 / 538