... and strongest competitors, which are GAP, H &M and Benetton. They have a narrower vertical scope than Zara. Because Zara owns much production and stores that is advantageous when adapting to demand quickly (Carmen, 2009). GAP and H&M own their stores but outsource production. The GAP was doing quite well in the 80's and 90's, with their stance of unpretentious clothes. However, their inability to ... involved in global expansion initiatives. H&M also spends a great deal more money on advertising and marketing than Zara, utilizing billboards, newspaper and magazine advertisements by expa...

• Word Count: 1484
• Approx Pages: 6
• Has Bibliography
• Grade Level: Undergraduate