Besides, 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). In this way, the company is able to meet the expectations of the customers who are interested in shopping for the latest fashion regardless of whether the products are offered at a higher price than the market average. However, Zara is moving towards adoption of an online shopping in order to avoid overreliance on the physical store locations. The online shopping offers a good opportunity for the company as it looks forward to increase the market share and to cope with the intense competition from the existing international players within the apparel industry.