Zara: An Integrated Store and Online Model (B)

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Compact case

Supplement

Reference no. 9-621-S06

Spanish language

Subject category: Production and Operations Management

Authors: Antonio Moreno (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2020

Version: 6 January 2020

Length: 2 pages

Data source: Published sources

Topics: Corporate strategy; Marketing; Operations and supply chain management

Share a link: https://casecent.re/p/189407

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Abstract

This is a Spanish version. Supplement to the A case. In 2010, amidst the growth of e-Commerce and the emergence of new, purely online, fashion players, Zara launched its first online store, Zara.com. Since then, Zara's online business had grown at a fast pace. By 2018, 12% of Inditex Group's total sales came from the online channel. Since the inception of the first online store, Inditex leadership wanted its online and offline businesses to be integrated. However, the increase of online orders challenged some of its operations. Inditex was committed to the vision of becoming fully-integrated, fully-digital, and fully-sustainable by 2020. How could stores continue to be relevant in a world with increasing presence of online touchpoints? What should the store portfolio look like in the medium term? How should Zara use and advance the integrated model going forward? What other challenges and opportunities would arise with the increase of online sales?

Location:

Europe

Industry:

Retail trade