Zara

But probably, Zara's most unusual and outstanding expedient was refusal of any advertising support; in lieu, the label decided to reinvest a percentage of income into eventual expanding the retail network. The majority of Zara stores are company's property, excepting franchised ones, when territorial laws prohibit entrepreneurship for non-residents.

Label's garment has two basic product divisions: men's and women's. Zara's catalogue represents kid's clothing as well. For each clothing line there are next subdivisions: Lower Garment, Upper Garment, Shoes, Cosmetics and Complements.

history

Zara's starting point dates back to 1963, when the label's founder Amancio Ortega began his venturesome business. Several years later in 1975, the first Zara store was opened in a central street in downtown A Coru�a, Galicia, Spain. It showed off relatively cheap replicas of popular, higher-end clothing fashions and was warmly met by the public. As the initiative proved viability of the business model, combining fashion and business, as well as design and industry, Mr. Ortega proceeded with launching new Zara's stores over the brand's homeland, Spain.

In 1980, the company went beyond the Spanish borders and started its international spread through Porto, Portugal. In 1989 they appeared in the United States and in 1990 they progressed to step in France.

During the 1980s, the label underwent changes in the design, manufacturing process and distribution schemes in order to lessen producing cycle and find the way to accelerate response on customers queries about new styles. The decision was lain in the exploiting new information technologies to adapt up to the real market situation and employing teams of designers instead of individual artists.

This international expansion was continued in the 1990s, with Mexico (1992), Greece (1993), Belgium and Sweden (1994), etc. until the current presence reached 77 countries.

Starting from 2007, Zara stores introduced separate men's clothing and women's clothing lines, as well as children's clothing project (Zara Kids).

Zara traversed the Internet market comparatively late, in September 2010, when the company at last made their choice to initiate web-store service. Recession and drop in sales made Zara headquarters in Spain rehash the settled and previously well working strategy of sales, presuming labels's presence in the retail chain shops only. The online store is now open for the customers from core market countries, the rest will gradually be welcomed too.