The strategy of Zara and her Inditex sisters
https://www.cascade.app/studies/how-zara-strategy-queen-fast-fashion Despite Zara’s success (or because of it), Amancio Ortega created – or bought – multiple other brands that he included in the Inditex group, each one with a specific purpose. Zara was targeting middle-class women. Pull&Bear was targeting young people under twenty-five years old with casual clothing. Bershka was targeting rebel teens, especially girls, with hip-hop-style clothing. Massimo Dutti was targeting both sexes with more affluence. Stradivarius was competing with Bershka, giving Inditex two major brands in the teenage market. Oysho was concentrating on women's lingerie. Zara Home manufactures home textiles and decor. Pull&Bear was initially targeting young males between the ages of 14 and 28. Later it extended to young females of the same age and focused on selling leisure and sports clothing. It has the slowest stock turnaround time in the group. Bershka’s target group was girls