“Inditex, the parent company of Zara, is one of the world’s largest fashion retailers, with eight brands: Zara, Pull;Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterqüe; and 7,422 stores in 96 markets around the world” (Bootwala, H. 2015). Their main brand, Zara, is a well-known Spanish clothing brand famous for its quick response, which is considered the success factor for the company. Fashion is all about new and trendy clothing, Zara’s inventory management and distribution strategy are the key elements behind its quick response strategy how they do it?. It has outlets in 86 countries, including Europe, United States, Middle East and Asia. In 2012, Inditex claimed US$20.7 billion of total sales, out of which Zara contributed 66% that is US$13.6 billion sales, which is a huge success.
According to Hussain Bootwala, their distribution channel is the next one: Inditex manufactures around 450 million items a year and deliver it to 1770 outlets all over the world. how they do it? research and explain. 50% of its manufacturing is done in Spain, 26% in Europe and 24% is done from Asia and even Africa. Manufacturing products are then transported to or distributed to Zara’s headquarter at Spain and transferred to its outlets all around the world. Inditex proves to have a well-controlled management since they make it possible to distribute its products to its outlets in a minimum time frame of just 15 days. Placing the right product to right people is the aim and success of their distribution strategy.