Zara Strategic Analysis in Australia

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Zara Strategic Analysis in Australia

Company Background

Zara is the market leader in the fast fashion industry as it continues to grow with sector expansion. The company is owned by Inditex Group, the leading global textile industry, with headquarters in La Coruna in Spain. Zara, founded in 1975, is the flagship brand of Inditex Group and focuses on the fast fashion retail space. Zara has slowly grown into its market leadership position with effective strategic decisions. The company retails several products including clothes, accessories, beauty, perfumes, swimwear, and shoes. The fashion industry and the fast fashion sub-sector that the retailer operates in are highly fragmented with several players. Hansen (2015) claim that the ability of the firm to remain proactive in picking trends in the industry is the primary reason for the success of the company.

Mission

The mission statement of Zara is “to give customers what they want, and get it to them faster than everyone else.” The mission statement has two notable parts. The first element promises to meet the needs and desires of buyers with high-quality products. The second part is the fast delivery of fashion products from development to consumers faster than competitors. That resonates with the basic business model of fast fashion. The industry involves providing consumers with high-quality fashion products at a lower price as compared to high-end brands (Bhardwaj & Fairhurst, 2010).

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