Zara is by far the largest, mostprofitable, and most internationalizedof the chains.
Zara‟s marketing strategy focuses on
product variety, speed-to-market, andstore location.
Zara‟s success is based on a business
system that depends on verticalintegration, in-house production,quick response, one centralizeddistribution center, and lowadvertising cost all of which made itso successful thus far.
Zara faced tough competitioninternationally with companiesincluding H&M, Gap, and Benetton.