Zara case

1. The development of the fashion industry has been changing since the concept of
fast fashion was introduced, where brands such as INDITEX, FOREVER 21 and H&M
have the largest market share, before it was used a lot in boutiques where
designers and seamstresses. They created their own store and sold their clothes
according to the trends set by the big brands, there were no department stores in
the shopping centers, but on the other hand, in the streets there were small stores
that made the experience of buying clothes more personal. Another point is the
importance of "being fashionable" nowadays, before, people did not see as a
priority the fact of dressing well or dressing with recognized brands, in fact, this
phenomenon was brought by globalization and social networks who have been the
culprits that today customers have a bigger perspective of this fashion concept
and notice how they dress.
2. As mentioned above, the INDITEX brand is a pioneer of the concept of "fast
fashion" brought by social networks and the consumer's need to dress well and be
constantly in trend. Therefore, this company has changed the vision of the average
consumer where it basically sells the idea that we can all be in fashion and that this
industry is accessible to anyone who wants it, through the design of clothing with
cheaper materials and that therefore they may be releasing new collections all the
time, in fact, created the need for the consumer to be in change.
3. Zara's main competitive advantage is the way they sell their clothes and what they
offer to the customer: Dress well at a low cost. Although Zara's prices are not the
lowest in the market, they are proportional to the quality of the clothes and their
designs. Entering a Zara store is a unique experience where you can basically feel
that you are connected with those who are buying and that you need to buy what
you see, to go out or to take a photo and upload it to instagram.
4. I believe that the technology that Zara uses is adequate according to the needs of
its consumer, the logistics processes that zara uses to make it easier for consumers
to find what they are looking for and that in the same way it is more effective to
buy are adequate. Zara manages online stores and apps that seek customer
comfort, in the same way its clothing design and manufacturing processes are fast
and efficient, which complies with its main objective. Beyond improving their
technological processes themselves, I consider that they should improve their
process of making clothes, which clearly generates changes within the technology
used by the company, changes related to a more sustainable and planet-friendly
production style.