Honors Program


Document Type


Date of this Version

Spring 4-19-2021


Ha, J. 2021. Zara Strategic Analysis. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Jessica Ha 2021.


Zara is the Spanish flagship store for one of the world's largest and most successful fashion retailers, Inditex. The brand is an overarching global clothing brand with thousands of in-store locations and presence in e-commerce. This strategic audit on Zara will take a deeper look into the company's business model and strategies through an external and internal analysis. The analytic tools: Porter's Five Forces, PESTEL, and SWOT analyses are utilized to understand the fashion retail industry's competitive environment and how Zara sustains its leadership through its niche in fast fashion. Strategic recommendations and implementation ideas are also extended with the brand's future growth in mind.