Retail Marketing

Analysis of Retail Management at Zara in Klaipeda, Lithuania

Zara is a fashion retailer that is part of the Spanish parent company Inditex, one of the largest distribution groups of the world. The company is unique in the fashion retail industry because it is the most highly vertically integrated company in the fashion industry. It owns every stage in the value chain instead of outsourcing manufacturing to low wage countries in Asia. The first Zara store was opened in the city of Coruna in Spain in 1975. The company expanded rapidly because of the philosophy of integrating high quality, trendy fashion and affordable prices. Today, the company has stores in more than 400 cities of the world (Inditex 2012).

Merchandise Range and Assortment

Zara is a retailer in the fashion industry. Its stores are usually present in the shopping centers and malls of the city district. Zara has...
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