Etude de marchépod

Clothing represents a stable share of 6/7% of household income. The sector is unavoidable, and all, from the wealthiest to the less well-off, devote the same share to it.

But the textile market is above all an unstable sector, subject to seasonality and fluctuations in fashion. Moreover, it is a highly competitive and fragmented sector, governed by numerous regulations and characterized by a strong tendency towards relocation. The textile sector is also experiencing a crisis in recent years with the arrival of China on the market which is only blackening the social climate by reinforcing the policy of relocation of the sector which thus tries to lower the costs to face the competition.

The market is dominated by several large groups including INDITEX, a Spanish company that owns the Zara brand. Zara has managed to stand out with brio and originality from its competitors and the group is now No. 3 on the world market and No. 1 in Europe.

So we can ask ourselves what strategy ZARA has adopted in order to conquer a market on which it is difficult to win?

In order to answer them, we will first introduce Zara and the Inditex group. Then we will analyze the main features of the textile market. Then, in a third step, we will present Zara's main competitors. All of this information will shed light on the specificities of Zara's strategy. Finally we will conclude this presentation with a SWOT to determine its evolution prospects.

Clothing represents a stable share of 6/7% of household income. The sector is unavoidable, and all, from the wealthiest to the less well-off, devote the same share to it.

But the textile market is above all an unstable sector, subject to seasonality and fluctuations in fashion. Moreover, it is a highly competitive and fragmented sector, governed by numerous regulations and characterized by a strong tendency towards relocation. The textile sector is also experiencing a crisis in recent years with the arrival of China on the market which is only blackening the social climate by reinforcing the policy of relocation of the sector which thus tries to lower the costs to face the competition.

The market is dominated by several large groups including INDITEX, a Spanish company that owns the Zara brand. Zara has managed to stand out with brio and originality from its competitors and the group is now No. 3 on the world market and No. 1 in Europe.

So we can ask ourselves what strategy ZARA has adopted in order to conquer a market on which it is difficult to win?

In order to answer them, we will first introduce Zara and the Inditex group. Then we will analyze the main features of the textile market. Then, in a third step, we will present Zara's main competitors. All of this information will shed light on the specificities of Zara's strategy. Finally we will conclude this presentation with a SWOT to determine its evolution prospects.

Clothing represents a stable share of 6/7% of household income. The sector is unavoidable, and all, from the wealthiest to the less well-off, devote the same share to it.

But the textile market is above all an unstable sector, subject to seasonality and fluctuations in fashion. Moreover, it is a highly competitive and fragmented sector, governed by numerous regulations and characterized by a strong tendency towards relocation. The textile

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