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  • January 2020 (Revised October 2021)
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Zara: An Integrated Store and Online Model (A)

By: Antonio Moreno
  • Format:Print
  • | Language:English
  • | Pages:32
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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

Stores; Integration; Operations; Business Model; Strategy; E-commerce; 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.)
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About The Author

Antonio Moreno

Technology and Operations Management
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Related Work

    • January 2020
    • Faculty Research

    Zara: An Integrated Store and Online Model (B)

    By: Antonio Moreno
    • May 2021 (Revised October 2021)
    • Faculty Research

    Zara: An Integrated Store and Online Model (A) and (B)

    By: Antonio Moreno and Anibha Singh
    • January 2020 (Revised October 2021)
    • Faculty Research

    Zara: An Integrated Store and Online Model (A)

    By: Antonio Moreno
Related Work
  • Zara: An Integrated Store and Online Model (B) By: Antonio Moreno
  • Zara: An Integrated Store and Online Model (A) and (B) By: Antonio Moreno and Anibha Singh
  • Zara: An Integrated Store and Online Model (A) By: Antonio Moreno
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