Abstract
"When Spain's Crown Prince Felipe and Letizia Ortiz Rocasolano announced their engagement in 2003, the bride-to-be wore a stylish white trouser-suit which raised some eyebrows among those concerned with royal protocol. But within a few weeks, hundreds of European women were wearing something similar. Welcome to the world of instant fashion, in which a Spanish company is defying conventional wisdom and building a global brand: Zara. "Today, in Europe, only a few people ignore the brand name "Zara"?. This retail brand has seen phenomenal success over the past few years and is now part of the leaders in the textile apparel industry. This document will address the following questions about the brand: how does it succeed in this traditional industry where competition is tough? What is different about Zara compared to all these other famous clothes brands? How they are able to offer fashion products responding to the current customers so quickly, and are able to keep up with demand all over the year?
