Zara's "Glocalization" Success

After reading our assigned text, I was very intrigued by the concept of “Global Brands” and this idea of “glocialization.” Successful brands have been able to globalize to a vast audience, while tailoring to local wants and needs of consumers; thus, leading to this global success. Our text states, “These two aspects of identity – the global and the local – are not contradictory. They are interdependent” (Sturken 404).

In researching this topic, I came across the world-renowned clothing store, Zara. Originally a Spanish clothing store, Zara has become a global brand known for its’ fashion-forward pieces at a reasonable price. Zara has “had had to adapt its strategies to different cultural, administrative, geographical, and economic factors. It does so through variation, focus, externalization, design, and innovative strategies” (Mathur 1). Zara alters which products are sold in stores based on the region of the retail store, depending on cultural differences.  To successfully do this, Zara not only researches the region of the consumers, but also surveys the local customers to discovery the trends and styles of the region. This way, Zara is able to successfully adapt their clothing to each country they are located in.

Zara Logo

After researching more global brand success stories, I came across a scholarly source offering more insight. This source discussed the concept of global and local initiatives, stating that when linked together seamlessly, global and local marketing strategies “enable brand managers to develop global brand strategy that will unlock their brands' full potential across countries, cultures and markets” (Gelder 1).

Mathur, Sameer. 2012. “How Zara Adapts Globally by Variation and Externalization.” Budding Markets. http://www.buddingmarkets.com/?p=354

Gelder, Sicco. 2004. “Global Brand Strategy.” Journal of Brand Management 12.1. http://search.proquest.com.ezproxy.rollins.edu:2048/docview/232485973/fulltextPDF/EC2F26C5FC2549F3PQ/1?accountid=13584