The essay "To Build A Strong Brand Within The Fashion Industry" explores how to build a strong brand in the fashion industry. The adoption of multiple case studies design in the analysis is because the design produces more compelling evidence than single studies, in addition to providing stronger basis for construction of the theory. Zara is a Spanish retailer of clothing and accessories that is part of Inditex group with its base in Arteixo, Galicia. Since its debut in the fashion industry, the company has risen to the top and is currently one of the main stakeholder brands in fashion worldwide. Contrary to the fashion industry product development period of six months, the company has found efficient production processes that enable it to come up with a new product and release it to the store shelves in just two weeks. This has been one of the key strategies to its growth worldwide. With such an approach, the company has so far won the war of transferring its production aspects to low cost countries like China that is currently the wide trend by top fashion brands in the industry. The company currently has a large distribution network with 1751 stores worldwide trading as Zara and an extra 174 doing business as Kiddy’s class stores; the company’s branch for children’s clothing. The company sells 50% of its products within Spain, 26% in other European counties with the remaining 24% destined for Asia, Africa and the rest of the world. Table 4.2.2 shows how Zara has succeeded in building its brand name.
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