Question

1. An analysis of the similarities and differences across the Zara’s international markets. This analysis should conclude with the company’s stance on a ‘glocalised’ approach to its marketing efforts.

Answer 1

Analysis of similarities and differences across the Zara's International markets show that the target market of the brand is fashion conscious young customers who like fast fashion and trendy clothes. This is the similarity in its international markets. The differences across Zara's International markets show that the customer preferences are influenced by local trends and demand for global fashion. In some countries there is more demand of international fashion trends and scope of selling global brands at competitive prices. Zara operates by understanding the local demands in global markets and emerging fashion trends. Its fashion changes fast adapting to these market changes. The glocalised approach shows that the company manufactures as per the demand in various world markets and closely coordinates with customers to understand the latest fashion trends as well as local customers preferences in terms of sizes and colors. The brand has minimal inventory and huge demand in its world markets showing that it has its approach localised and also has global standards of design, quality and customer service.