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Case
-
Reference no. CCW190401
Published by:
Columbia CaseWorks, Columbia Business School (2019)
Version:
August 14, 2019
Revision date:
16-Oct-2019
Length:
36 pages
Data source:
Published sources

Abstract

While Inditex's Zara concept had experienced significant growth in recent years, the competitive threats facing the business were only increasing. New entrants like Amazon's Lark & Ro, a private label women's apparel brand, had a similar style and target market segment. Additionally, new retail concepts such as Primark, that focused on low costs and low prices, were successfully making inroads with younger customer segments. As online and mobile technologies became an even greater driver of sales, how would this impact Zara? How would its unique business model withstand the ever-changing retail landscape?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Topics

Retailing; Strategy; e-Commerce; Digital strategy; Competitive advantage; Targeting; Segmentation

Setting

The events covered by this item took place in 2017.

Geographical setting

Region:
Europe
Country:
Spain

Featured company

Company name:
Zara
Type:
Public company
Industry:
Retail fashion

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