Zara has an exemplary strategy of production and marketing as it does not rely on heavy advertising and minimizing production costs like other players within the industry. Instead, the company relies on vertical integration strategy in which the company’s products are produced in a central location and distributed to the worldwide store locations within the shortest time possible. To compensate for the advertising, Zara relies on the strategy of investing in attracting and retaining a pool of talented designers who are extremely committed in developing exceptional designs at a higher rate than the competitors (Awat and José 2006).