Zara's case study
: the leader in the fast fashion concept

  • Maria Joana Mascarenhas de Lemos (Student)

Student thesis: Master's Thesis


The evolution of technology and the consequent dynamism in present markets led to changes in consumption patterns and habits of consumers. These changes have given them the opportunity to be more informed, mainly across the internet, thus gaining power which creates a challenge in companies’ way of competing. In the retail or, more precisely, fashion industry, companies are adapting their strategies to this new reality where Zara is seen as one of the most successful cases. Zara is considered the best known brand in the Inditex Group, representing a success in terms of adapting strategies to market challenges. The real purpose of this dissertation is to provide an overview of how Zara achieved the fascinating success it is today. The brand is known as a monster in the fashion world, a pioneer in the fast fashion concept, which reflects the way Zara manages its supply chain and the perception of consumers about the brand. In fact, Zara is defined by the rapid response it can generate and the way the brand implements the fast fashion concept, giving to consumers the perception that if they want or like something, they need to buy it now. Furthermore, Zara case study allows an overview on how good strategic decisions, product management and marketing management can be essential for a company’s success; and these results will, for sure, be useful for other companies that are operating in the same market.
Date of Award2013
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPedro Celeste (Supervisor)


  • 201091526


  • Mestrado em Gestão

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