Zara et la globalisation

Résumé du document

Zara is a Spanish brand of clothes catering to women. Created in 1975 by Amancio Ortega, the brand developed till it developed into a true textile empire being worth more than 9 billion euros. Zara stores are present in 55 countries, with a network counting 752 shops located in strategic places in the majority of the cities and employs more than 11, 000 employees. Its international presence is a testament to the idea that national borders are no impediment to sharing a single fashion culture.

Extraits

[...] With globalization, companies are obliged to carry out world strategies instead of local or regional strategies. Globalization thus creates a number of threats particularly related to employment (delocalization) (Capul p.256). In other words, globalization is an advanced stage of economy, in which networks spread: production, information and financial flows are thought on a worldwide scale by companies which have their own logic exceeding the national scale (Gédélan p.189). Multinationals agents of globalization Multinational companies are the actual agents of globalization: these firms own and control companies operating in different countries. [...]

[...] (n.d.). Retrieved May 12,2005 from www.zara.com Zara. (n.d.). Retrieved May 12,2005 from www.inditex.com Zara. (2005). [...]

[...] In spite of the many barriers blocking the entry of the European market (competing, financial, structural, cultural . ) Zara knew how to be established in a spectacular way. The only danger which could today threat a company like this one, would be the development of another multinational (Asian for example), producing the same products at a lower price (because the cost of labor is lower there). Bibliography Adrada, C. (2003).Market Research Reports. Retrieved May from http://strategis.ic.gc.ca/epic/internet/inimr-ri.nsf/en/gr115021e.html Bily, J Buisan D., Delamare, F., & Novallas, D.(2004). [...]

[...] In the whole of Europe, the increasing proportion of clothing sales is carried out by large chains of multinational corporations. Flexibility is the key of the fast expansion of the retailers, flexible chains of provisioning, and the flexible range of products. Winners take the share of market thanks to a combination of innovating offers, with fast changes of products and lower costs, in other words, models of more effective businesses. Spain still remains the fifth larger textile market of Europe (Adrada, 2003). Zara and Globalization Zara is a Spanish brand of clothes aiming in great majority a female public. [...]

[...] Sciences économiques et sociales. Paris : Hatier. Habillement féminin Zara. (n.d).Retrieved May 20,2005 from http://artic.ac-besancon.fr/s_e_s/entmarch/4trim03/1203zarahabfem.htm Herreros de las Cuevas, C. (2001). ZARA: Un reto al pensamiento maduro. Retrieved May 12,2005 from http://www.mujeresdeempresa.com/management/management011111.shtml L'art de l'entreprise globale (2005). Retrieved May 20,2005 from http://www.lesechos.fr/formations/entreprise_globale/articles/article_1 _1.htm Sénat. (n.d.). Retrieved May 12,2005 from http://www.senat.fr/rap/r97- 462/r97-4621.html Zara. [...]