Quelles sont les raisons de l'expansion internationale d'Inditex ?

1) Which are the reasons for the international expansion of the Inditex group?

Zara is the most profitable brand of Inditex, who is itself one of the leaders on the clothing market. To conserve its position, the group is developing an international marketing strategy. Therefore, there are several reasons for the international expansion of the Inditex group.

The first reason is the saturation of the national market. Indeed, “from 2007 to 2009, Spain’s proportion of the group’s turnover dropped from 42% to 32%”. This growth pushes Inditex to get international.

The second reason is the competitive context, which gets more and more “extreme”. Indeed, direct competitors of Zara (Abercrombie & Fitch, H&M, Gap, Mango etc.) encourage the group to adapt themselves to international marketing strategies, given the position of the competitors.

The third reason is the emergence of new markets, like the Russian one or the Eastern European one, which are “attractive” for investors. Indeed, “the group focuses on Europe and Asia to support growth”. By this way, Inditex would like to attract investments that are more attracted by these kinds of markets, and then by less developed one like the Indian market.

Finally, the last reason is the fashion’s globalization. Indeed, even if the ways of life, the cultural differences of different countries are observable, the trends seem to know a sort of standardization. Nowadays whenever you go: Moscow, Tokyo or New Delhi, the fashion is the same one. Inditex wishes to take advantages of this fact to get internationalized.

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