Zara Mission Statement

1.0 INTRODUCTION

Zara is the largest division and flagship brand of the Spanish retail group Inditex. It sells up-to- minute ‘fissionability’ at low prices, in stores they are clearly focused on one particular market. (Slack, Chambers, Betts, & Johnson, 2006) Zara is founded by the Inditex Group in year 1975 and at the same year the first Zara retail shop is opened in A Coruña, Galicia, Spain. The Inditex Group is the fastest and largest growing retailer which is owns eighth others apparel retail chains. Zara’s original name was “Zorba” but at the time, there was a Zorba bar just near Zara’s first shop. After they rearrange, Amancio Ortega decided to change “Zorba” to “Zara”. The main selling point of Zara first shop is low-priced and high-end fashion. When the first store began succeed, Ortega started to plan for expand Zara over the Spain. In year 1988, Zara started to expand quickly into Europe and US market. Zara store have men’s clothing and women’s clothing as well as kid’s clothing. In year 2011, Zara started to launch online shop in the US and Asia. Mission statement of Zara is “The world is getting smaller; we want the whole world to dress in style, class and experience unique design weekly.” Besides that, Zara hope to become eco-friendly store in order to product less

Operation strategy for Zara is to have variety in fashion and design. Fortunately, they have high range of variety in fashion and they introduce 11000 new designs every year (Wilbert Makori, 2009). Zara is adapting the bottom-up perspective of strategy in their production and manufacturing department. The Mintzberg’s 5 Ps Strategy is including plan, ploy, pattern, position and perspective. It is including intended strategy for the beginning and from day-to-day experience, it’s come out with emergent strategy to transform the intended strategy to realized