Publications
Publications
- January 2020 (Revised October 2021)
- HBS Case Collection
Zara: An Integrated Store and Online Model (A)
By: Antonio Moreno
Abstract
In 2010, amidst the growth of ecommerce and the emergence of new, purely online, fashion players, Zara launched its first online store, Zara.com. Since then, Zara’s online business had grown at a fast pace. By 2018, 12% of Inditex Group’s total sales came from the online channel. Since the inception of the first online store, Inditex leadership wanted its online and offline businesses to be integrated. However, the increase of online orders challenged some of its operations. Inditex was committed to the vision of becoming fully integrated, fully digital, and fully sustainable by 2020. How could stores continue to be relevant in a world with increasing presence of online touchpoints? What should the store portfolio look like in the medium term? How should Zara use and advance the integrated model going forward? What other challenges and opportunities would arise with the increase of online sales?
Keywords
E-commerce; Stores; Integration; Operations; Business Model; Strategy; Retail Industry; Fashion Industry; Europe
Citation
Moreno, Antonio. "Zara: An Integrated Store and Online Model (A)." Harvard Business School Case 620-073, January 2020. (Revised October 2021.)
About The Author
