Abstract
A few Spanish companies have succeeded in imposing themselves into the clothes retailing market, internationally. Indeed, most Spanish companies in this market do not have sufficient income to expand internationally. However, some of them have succeeded, surpassing the difficulties they met. This is the case of Zara and Mango. Zara and Mango are two Spanish multinationals, competitors in the clothes retailing market. They are direct competitors, firstly, in their home market, and now internationally. We choose them because they are apparently similar, but have some important differences in their marketing strategies, such as advertising. Moreover, the situation of the clothes retailing market nowadays has allowed them to take even more comparative advantages and in their market share. Thus, we are going to study their uniqueness in the clothes retailing market, comparing them together and with their main competitors, and look at how they make their business a success. We will, first of all take a glance at the clothes retailing market worldwide, and then study their strengths and weaknesses, their marketing strategies, segmentation and positioning, and, finish with their marketing plan.
