Presented By: Thursday,

Group 9 10/10/2024

Zara SS 2021

MARKETING CHANNELS
Channel Decisions Zara Fashion International Marketing
 CONTENT
International Marketing

About Zara 01

Value Chain Analysis 02

Distribution Channels 03

Case Study: China 04

Zara Fashion Channel Decisions

 ZARA

ABOUT ZARA
Q1. Introduction of the company and its
international activities.

0101
ABOUT ZARA
About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

One of the biggest

international fashion
companies in the world
AMANCIO ORTEGA ROSALÍA MERA

Since From Owned by

1975 Spain Intidex
Source: Zara | Company Information (2023)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

ABOUT ZARA

Vision
To contribute to the sustainable
development of society and that of the
environment with which we interact

Mission Core Values

To give customers what they want, and Beauty Functionality
get it to them faster than anyone else Clarity Sustainability

Source: Zara | Company Information (2023)

 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA
Europe
916 stores

96
Countries
Americas
301 stores
Asia
399 stores

Africa
30 stores

1,811
Outlets
Oceania
18 stores

INTERNATIONAL

About Zara
PRESENCE
Source: Inditex Group (2023)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

BUSINESS MODEL CANVAS

Key Partners Key Activities Value Proposition Customer Relationship Customer Segment
Fabric suppliers Trend spotting Fast fashion Personalized exp. Fashion-conscious
Logistics providers Product design Affordable luxury Excellent service adults
Technology partners Manufacturing Constant newness Loyalty programs Trend-seeking youth
Real estate developers Distribution Scarcity & exclusivity Engaging content Value-oriented
Influencers, bloggers Retail operations Seamless shopping Responsive feedback shoppers
experience Impulse buyers
Key Resources Distribution Channels
Talented designers Physical stores
Agile supply chain Online store
Retail network Mobile app
Brand reputation Social media
Customer data Influencer partnership

Cost Structure Revenue Streams

Production costs Marketing costs Retail sales
Distribution costs Technology investments Online sales
Retail operations

Source: Dr. Gary Fox (2024)

 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

PRODUCT PORTFOLIO
Footwear

Clothing

Beauty Perfume
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

VALUE
PROPOSITION

What makes Zara unique

The ability to quickly transform fashion trends into

stocked items, achieving a faster turnaround from
design to store than its competitors
 ZARA

VALUE CHAIN
ANALYSIS
Q2. Sketch the supply chain for the company from raw
materials to end-user purchase
Q6. How does the company add value for the customer
through major logistic functions?

02
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

VALUE CHAIN
Raw Material Fashion
Suppliers
Bulk
Fabric
Garment Design
Sketches Designers Vertically Integrated
Business Model
Bulk Fabric Design Reviews
Orders Zara Global & Sales Performance

Distribution Center Comprehensive control from

Finished " The Cube" Finished owning and managing its
Garments Garments
own whole value chain,
Garment
from production, distribution,
Store Garment Orders, Clothing
Managers
Orders
Cut Fabric Factories
retailing, and logistics

Q2.
Source: Monu Jangid (2022)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

VALUE CHAIN
The Cube

Spans 464,500 sqm & Highly automated

Underground monorail system, directly
linked to 11 nearby Zara-owned factories,
enables 5-day delivery of raw fabrics

Uses real-time consumer data to inform

inventory decisions and identify trends.
Continuously reviews stock level to
avoid overstocking or understocking

Q2.
Source: SCM Globe (2020)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

VALUE CHAIN Purchases a limited number of types

of fabric, which may change yearly

Raw Material Bulk Garment Design

Fashion In-House Design for quick
Suppliers Fabric Sketches Designers inventory turnaround
Bulk Fabric Design Reviews
Orders Zara Global & Sales Performance

Distribution Center
Finished " The Cube" Finished
Production rate agility,
Garments Garments
reducing inventory needs
Garment
Store Clothing
Managers
Orders
Garment Orders,
Cut Fabric Factories
Smaller production runs
accurate market responses

Q2.
Source: Monu Jangid (2022)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

VALUE CHAIN Manufacturing and

Distribution Network

Regional Focus: 50% in Spain,

26% in Europe, 24% in Asia & Africa
Centralized Logistics Hub in Zaragoza
for efficient delivery to global stores

Deliver to worldwide outlets in only 24 -

72 hours, using trucks and air freight
Zara can afford these shippings thanks
to other cost-cuttings (advertising, ...)

Q2.
Source: SCM Globe (2020)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

VALUE CHAIN
Technology integration for high-speed production, inventory managment and distribution managment;
SECONDARY ACTIVITIES

Infrastructure comprehensive & effective leadership structure, market analysis & management responsibility

MARG
Emphasizes HR with dedicated directors, at least a week of training, encourages trend awareness through
HR fashion shows, and prioritizes motivation and satisfaction via store managers

Smooth data flow between store managers and headquarters, significant IT investments, including PDA software
Technology for real-time sales and distribution updates

IN
Raw materials sourced regionally, purchases low-cost inputs, and owns Spanish factories to locally and quickly
Procurement transform materials into products

Inb. Logistics Operations Outb. Logistics Sales & Marketing Service

PRIMARY ACTIVITIES

IN
Raw Material Centralized design Seasonal distribution Minimal ad spending Customer satisfaction

MARG
Management and procurement with fashion seasons Agility thanks to in- emphasis
Supply Chain Control Several different Data-driven forecast house manufacturing Youth-centric
Flexible Manufacturing business lines based on sales data Short sales cycle approach

Q2.
Autonomous 24-40 hour delivery to Franchising & joint Quickly responsive to
department & agile expedite product ventures in culturally feedback
market response availability sensitive regions

Source: Alexander Goerss (2011)

 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA
Highly responsive supply chain so customers
can access the latest styles the quickest

Highly curated store layout with easy navigation &

convenience from techonology integration

Integrated customer feedback for timely adjustments,

ensuring customers feel valued and heard

Operates globally & adapting locally, offering styles

resonating with customers’ cultural preferences

CUSTOMER
Increasing focus on sustainable logistics practices,
appeals to environmentally conscious consumers

Q6.
ADDED VALUE
Source: CBI Insight (2018)
 ZARA

VALUE CHAIN
ANALYSIS
Q3. Factors the company needs to consider designing its
marketing channel for a product
Q4. Discuss the complexities the company faces designing
channels in other countries
Q5. Discuss the concepts of horizontal and vertical conflicts

03
as they relate to the company
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

PRODUCT OF CHOICE

Clothing
Core Business Fast Fashion Brand Identity
The primary product Essential of the brand’s Closely tied to customer
category of the brand business model perception of the brand
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

Q3. Decision 1
CUSTOMER
NEEDS Gender
Female
Age
18 - 40
Income
Middle

1. CUSTOMER
WHO
are they?
Source: Siying Liu et al. (2024)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

Q3. Decision 1
CUSTOMER
NEEDS Psychographic
Fashion
Enthusiast
Zara offers high-fashion-
inspired items, appealing
to people with updated
fashion knowledge and
express personal image

1. CUSTOMER
through stylish clothing
WHO
are they?
Source: Siying Liu et al. (2024)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

Q3. Decision 1
CUSTOMER
NEEDS Psychographic
Trend
Seekers
Zara can turn runway
designs into stocked
items in a short time,
helping trend-seeking
customers promptly keep

1. CUSTOMER
up with the latest trends
WHO
are they?
Source: Siying Liu et al. (2024)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

Q3. Decision 1
CUSTOMER
NEEDS Psychographic
Value-
oriented
Zara offers fashionable
items at mid-range
prices, much lower than
luxury brands without
losing quality, attracting

1. CUSTOMER
customers who prioritize
WHO quality-price balance

are they?
Source: Siying Liu et al. (2024)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

Q3. Decision 1
CUSTOMER
NEEDS Frequency
1 - 2 times
per month

Shopper frequency at
Zara is 2x to 3x higher

1. CUSTOMER
than traditional women’s
WHEN apparel, which indicates
super brand loyalty
do they buy?
Source: Forbes (2021)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

Q3. Decision 1
CUSTOMER
NEEDS Retail Online
Outlets Platforms
Usually located in high- Including livestreams,
traffic, high-end areas, social media channels,
mainly in Tier 1 cities Zara’s own website &
(New York, London, Tokyo, mobile app, and other
Beijing, Rome, Madrid ...) e-commerce platforms

1. CUSTOMER
WHERE Source: SuccessStory (2024) Source: Brand Equity (2024)

do they buy?
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

Q3. Decision 1
CUSTOMER
NEEDS Inform Purchase
Through livestreams, influencer
promotions & seeding mechanism

In Person
Willing to buy in person at
centralized locations for CXP

Online Purchase
Increasingly purchase online via
livestreams, e-commerce, ...

After-sales Services

1. CUSTOMER
HOW
Returns, consultant, customer
support and delivery

do they buy?
Source: Dao Insights (2023); Amplify (2022)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

Q3. Decision 1
CUSTOMER
NEEDS Behavior
Impulse
Buyer
Zara’s fast-changing
collections, limited stock
and frequent release of new
products create a sense of
urgency and encourages

1. CUSTOMER
“see now-buy now" behavior
HOW
do they buy?
Source: Impaakt (2021)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

Q3. Decision 1
CUSTOMER
NEEDS Channel Channel
Offline Online
Sustainability of Affordable, convenient
production & distribution stay-at-home purchases
Innovative in-store Easy returns, efficient
shopping experiences service & fast delivery

1. CUSTOMER
WHAT Source: Mintel (2024); Dao Insights (2023) Source: Focus (2023)

do they want?
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

COMPANY NATURE
Criterias ZARA How it affects Channel Objectives

Production Volume/ Large scale Prioritize a highly responsive and scalable distribution network to ensure
Business Size manufacturer its fast-fashion model works

Require close coordination between suppliers, manufacturers, and retail

Industry Fashion
channels to stay aligned with seasonal and trend-based demands.

Can use diverse channel strategies, to reach a broader audience

Financial Strength Financially strong
through various channels

2. COMPANY
Reputation of the
Strong reputation Prioritize channels that can effectively showcase the brand
Company

Q3. Decision 2 Source: N Lokare (2019)

 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

COMPANY PRODUCT
Criterias ZARA Products How it affects Channel Objectives

Its retail stores and E-commerce platform facilitate rapid turnover,

Unit Value Low to Medium
ensuring accessibility and affordability while keeping logistics costs low

Not Durable Zara’s focus on a streamlined supply chain and omnichannel strategy
Perishability
(Perishable) supports rapid restocking to match ever-changing fashion trends.

Premium locations, sophisticated e-commerce platform, and in-store

General Goods No
merchandising ensure appeal to trend-driven, non-essential purchasing

2. COMPANY
Tangible vs Zara uses efficient logistics centers, omnichannel services, and ship-
Tangible
Intangible Products from-store capabilities, which are suitable for its products like clothing

Q3. Decision 2 Source: N Lokare (2019)

 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

COMPANY PRODUCT

Zara’s products are suitable for Rapid Turnover

shorter channels of distribution Cost Efficiency
Consumer Engagement
Trend Responsiveness

2. COMPANY
Omnichannel Strategy

Q3. Decision 2
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

COMPETITORS
Headquarter
(Sweden)
buyers_designers_pattern

Production Offices
(20 countries)
Work directly on a global product management_auditors_
merchandizers_buyers
scale with intermediaries
Focus expansion on
omni-channel growth;
facilitating a seamless,

3. COMPETITOR
holistic customer journey

Source: H&M Group; H&M International Sales Source: MacCarthy et al. (2022)

Q3. Decision 2
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

COMPETITORS

Unifies the entire

cloth-making process
Outsource production of
almost and build strong
relationships of trust with

3. COMPETITOR
partners & community

Source: Fast Retailing (2023) Source: Fast Retailing (2023) Source: Changellenge (2015)

Q3. Decision 2
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

COMPETITORS

Shorter
Channels

Both utilize e-commerce to

have wider reach, adapt
to market trends, and
improve customer journey

3. COMPETITOR
Longer
Channels

Q3. Decision 2
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

COMPETITORS

Shorter
Channels

Both utilize e-commerce to

have wider reach, adapt
to market trends, and Reinforce omni-channel and
improve customer journey vertical integration strategies

3. COMPETITOR
Both competitors push Zara
to remain competitive while
Longer keeping up innovation and
Channels process streamlining

Q3. Decision 2
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

CHANNEL
OBJECTIVE
Providing trendy clothing with the

FASTEST
TIME TO
MARKET
Q3. Decision 2
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

DISTRIBUTION
#vertically_integrated
#fast #flexible #efficient

STRUCTURE Production Hub

(Spain)

Disintermediation Strategy Distribution Center

(Spain)

Instead of traditional channels, Zara

deals with every customer directly
Physical Online
The company designs, produces, and Retail Stores Retail Stores
distributes the products by itself
Zara has to monitor all its processes
Zara-Owned Franchise
clearly in order to be efficient and fast Stores Stores

Customers Customers Customers

Q3. Decision 3
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

CHANNEL CHOICE
Vertically integrated distribution helps reduce intermediary costs
COST High infrastructure investment on logistic & technology
High costs for digitalization & physical stores maintainance

Substantial capital requirement to maintain operations, including

CAPITAL infrastructure for physical stores, e-commerce development, air freight
logistics, inventory management & technology integration

CONTROL High level of control by maintaining ownership throughout the

majority of its supply chain & production processes

Q3. Decision 3 Source: Ruan et al. (2022)

 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

CHANNEL CHOICE
Extensive coverage & strong presence in Tier 1 cities
COVERAGE Low rural penetration due to price sensitiveness & less fashion focuse
Partnership and online activities helps broaden coverage

Zara’s short distribution channels allow for fast market response

CHARACTER while keeping prices low, aligning well with consumer preferences.
Digitalization aligns with online shopping rising (Celine Tang, 2023)

Experiencing disruption due to the growth of online channels

CONTINUITY (daoinsights, 2024) and Middle Eastern tensions (Intidex, 2023) but
facilitated by agile and integrated distribution system

Q3. Decision 3 Source: Ruan et al. (2022)

Daxue Consulting (2020)
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

CHANNEL CHOICE

Vertical
Control Continuity Character
Integration
Cost & Capital alignment
Short Channels Agility
Allocation Channel
Supply Chain Resilience effectiveness
Responsiveness
Ownership

Q3. Decision 3
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

CHANNEL ALTERNATIVES
Criteria Zara's retail stores Zara's franchise stores Online retail stores

Moderate to High in urban

Moderate to High High
Sales areas (Strong brand presence
in Tier 1 cities (Wide online audience)
and lower initial investment)

High (Real estate,

Economic Moderate
Costs High (Real estate, labor) store setup, inventory
criteria (Logistics, technology)
management, and staffing)

2. COMPANY
Strong, but dependent on High
Profitability Moderate to high
physical store success. (Lower overhead)

Q3. Decision 4 Source: N Lokare (2019)

 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

CHANNEL ALTERNATIVES
Criteria Zara's retail stores Zara's franchise stores Online retail stores

Moderate (Zara controls

High (Zara controls store High (full control
Control - Marketing of product assortment and
layout, customer experience, over branding, inventory,
product restocking but relies on
and brand image) and marketing)
franchisee's performance)

Varies (Limited ability to

Adaptive criteria scale or adapt quickly in Moderately Flexible Highly adaptable
less profitable areas)

2. COMPANY
Brand Visibility Brand Visibility Wide Reach
Best for
Wide Reach Customer Experience Market Penetration

Q3. Decision 4 Source: N Lokare (2019)

 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

GLOBAL COMPLEXITIES Q4.

Zara's commitment to catering to diverse markets is reflected in its localized product offerings

Local Adaptation Rapid Supply Chain

Raises customer relevance
but requires cost & research
BALANCE Not sacrificing speed and
affordability of fast fashion

Source: Brand Vision Marekting (2023)

 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

GLOBAL COMPLEXITIES Q4.

Geopolitical Risk
Potential instability in supply chain and territories
hinders the transportation of goods, especially on key
routes, which limit access and/or erode margins

Regulatory changes & jurisdiction differences

expose the company to potential negative effects

Source: Intidex Annual Report (2023)

 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

GLOBAL COMPLEXITIES Q4.

Foreign Currency & Cash Flow Limits

This occurs due to a lack of currency convertibility, in
current or capital account terms, or to unexpected
restrictions on the movement of capital.

Manages cash at corporate level based on an

active repatriation policy to reduce risks

Source: Intidex Annual Report (2023)

 ZARA

ZARA INCHINA
CASE STUDY
Q7. Select 1 - 2 countries, assess the company distribution
channel in different countries

03
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

ZARA IN CHINA

Although Zara follows a

disintermediation strategy in its
global operations, the brand adapted
to the Chinese market by utilizing
third-party e-commerce platforms
alongside traditional retail channels

Q7.
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

Zara's 96 physical stores in

China are primarily located
in high-end shopping malls
in Tier 1 cities like Shanghai,
Beijing, Guangzhou (Inditex,
2024)

Q7.

Build brand prestige and cater

PHYSICAL STORE to affluent shoppers with high
purchasing power​
STRATEGY
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

E-COMMERCE

Zara has embraced

China’s thriving third- USD 1.43T
party e-commerce In 2024
and social commerce
platform to penetrate
the growing digital
market in China.
10.07%
CAGR (2024 - 2029)

Q7.
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

E-COMMERCE Q7.

Zara opened their flagship store

on Tmall as a D2C platform for 877 M 4000
users to participate in flash sales, Active users Brands
and engage with the brand
(South China Morning Post, 2014)

TMall
(Alibaba)
CNY $138.3M
Gross Merchandise Volume
TMall is one of the largest B2C
e-commerce platforms in China
 About Zara Value Chain Analysis Distribution Channels Case Study: China
ZARA

E-COMMERCE Q7.

Zara leveraged this trend with its

weekly livestream, allowing Zara 755.46 M
to interact directly with consumers Monthly active users
(Jing Daily, 2023)

Douyin The 5-hours livestream on Nov

17th attracted about 1.22M
views, 250K RMB ($35,054) in
China's version of TikTok, a powerful revenue, and received positive
force in Chinese social commerce feedback (Jing Daily, 2023)
 ZARA

ZARA IN CHINA

Well-balanced strategic blend of

traditional retail and digital commerce

By maintaining control over its globally

supply chain and utilizing third-party
e-commerce, Zara has successfully
adapted to the Chinese market

Q7.
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Presented By: Tuesday,
Group 9 15/02/2023

Nguyen Hien Anh

Dang Tuyet Hong

THANK
Nguyen Mai Hong
YOU
Chu Thi Khanh Huyen