Case 10


Global Supply Chain Keeping Ahead of Competition

Zara is a clothing brand of garments for men, women and children. The brand is present in 77 countries and has a network of 1, 608 shops (in 2009). Zara relies on its creative team of more than 200 professionals.

Zara gives high importance to the customer. Each employee pays attention to the customer's desire and tries to answer it as soon as possible. Also, the brand is able to adapt the product to the demand in a very short time compared to competition. A specific system enables this flexibility, that is, the vertical integration. The Spanish brand controls all the steps of the fashion process: design, manufacture, logistics and distribution to its owns shops, which are also managed ...

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