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Essay Details:
Essay text:
A recent expansion has proven successful and further expansion in the United States is now being considered.
Issue
Zara has only a few US stores and is considering further US expansion. The issues to be considered include whether or not expand, and how to go about expanding should that avenue be followed.
Analysis
There are many factors influencing the expansion decision. Retail fashion is an extremely competitive industry with many players, most of whom are established brand names with a national presence and high advertising budgets to make sure consumers are aware of them. ZARA's policy is to do as little advertising as possible...
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