The Zara brand and the Inditex group are committed to the circular economy and sustainable development to reinvent the fast-moving fashion business model. The objective is to maintain leadership in the global apparel market. Zara sells its products in Europe, America and Asia, and continues the development of online sales. Facing strong competition, the company is questioning the guidelines of its international marketing policy. The case contains detailed information about the Zara brand, the Inditex group, the business model and the international development of the company. Students are asked to analyse the Inditex group's internationalisation approach, and to propose the international marketing policy and evaluate the sustainable marketing strategy for the Zara brand.

Updated version in 2023.