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Zara
Zara is the flagship brand of the Spanish fashion manufacturer and retailer Inditex, or Industria
de Diseño Textil. Zara offers international fashion and distributes men’s, women’s and
children’s clothes tagged at medium to low prices, with quality being medium to high. At present,
Zara has 1,129 stores worldwide and is located in 68 countries, including Sweden.24
They opened their first store in Stockholm in 2003.25 Now, in the beginning of 2008, there are
four Zara stores in Stockholm.
Zara has gained attention in business academia for its successful implementation of market
orientation. The whole business model of Inditex is characterised by a high degree of vertical
integration and very short lead times. Zara even claims not to have a need for a formal marketing
department, as they use market orientation as a marketing strategy.26
Nor does Zara exhibit their garments at the catwalk; the new products are introduced directly
in the stores. Instead, Inditex......

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Approximate Word Count: 435
Approximate Pages: 2 (250 words per double-spaced page)

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