Abstract
The market of Ready-to-wear has its origin in the 60s and it has created a revolution in the textile industry. Since the 70s, it has shown talent in Italian, English, Chinese and American clothing, and the 70s was also the beginning of internationalization of fashion. In our current society, fashion is in the heart of important economic issues, proof is that it represents now globally 900 billion Euros. According to figures from the World Trade Organization (WTO) , textile world trade in 2006 recorded a growth of 7%, measured in dollars. The intra-European trade amounted to 73.5 billion in 2006, an increase of 4% compared to 2005. China is the largest exporter of textiles, the country has a total share of 22.3% in exports. The global trade of clothing reached $311 billion in 2006, representing an increase of 12% compared to 2005. In their framework, all companies have to face the same problem: stick to fashion to satisfy a demand that is constantly renewing itself, and so, all companies adopt the same strategy of differentiation for itself. With competitors like Gap (US) or the Swedish H&M, Zara, a Spanish brand is attracting increasing attention. Therefore, how can Zara expand in a market with international competition? We will examine all the parameters of the sector in which is settled, the European company, Zara. Therefore, as a first step, we will examine the current functioning of the market, second observe Zara's functionning. And finally, we will analyze the company considering the various aspects of its environment, in particular, the adaptation of the strategy of Zara for the functioning of it's e-business.
