Concerning ZARA‟s im
pressive growth during the last years despite of their differing strategy, it would not make sense to expand the new strategy. Of course for the moment they profit by the higher margins (because of the lower production costs), but
ZARA‟s customers set valu
e on premium quality and in-season fashion. ZARA does not make brand advertising like other brands do so.
Therefore the most important about ZARA is their IMAGE.