Examining the success of the Inditex group in Hungary-Focusing on the brand Zara

Fülöp Sára (2025) Examining the success of the Inditex group in Hungary-Focusing on the brand Zara. Külkereskedelmi Kar.

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Absztrakt (kivonat)

The objective of this thesis was to examine the success of the Inditex Group in Hungary, with a specific focus on Zara, its most prominent and recognizable brand. As a global leader in the fast fashion industry, Zara has developed a reputation for offering trend-driven, affordable apparel and adapting rapidly to changing consumer demands. The research sought to evaluate how these strategies translate to the Hungarian market, and to identify the key factors contributing to Zara’s sustained popularity among Hungarian consumers.The theoretical section of the thesis provides an overview of fashion’s evolution, the rise of fast fashion, and the business model behind Inditex’s global success. Particular attention is paid to the integration of design, production, and distribution within the Inditex Group, and the role of Zara as a model for agile and customer-focused retailing.To gain deeper insight into Zara’s local market performance, primary research was conducted in the form of a questionnaire targeting Zara shoppers in Hungary. Distributed via social media and university platforms, the survey gathered responses from 144 participants. The data revealed a predominantly young, female, and well-educated respondent base mostly aged 15–29 indicating a strong resonance between Zara and Generation Z consumers, who are typically more fashion-conscious and engaged in modern shopping culture.The findings highlight several key patterns. Most respondents shop at Zara every few months or monthly, with purchases often driven by impulsivity or semi-planned intent. T-shirts, tops, pants, and skirts emerged as the most frequently purchased items, underscoring the brand’s strength in providing accessible wardrobe staples. Respondents also cited the store atmosphere, product presentation, and regular collection updates as factors supporting spontaneous purchases.Motivations for choosing Zara included fashionable product offerings, a strong price-to-value ratio, and attractive sales or discounts findings that clearly support the first hypothesis (H1), which posited that promotions significantly impact consumer purchasing decisions. The second hypothesis (H2) that Zara is considered one of Hungary’s most popular fast fashion brands due to its trend responsiveness and broad product range was also strongly supported. Respondents most often described the brand as “trendy,” “elegant,” and “youthful,” confirming its association with modern style and relevance.The third hypothesis (H3), suggesting that online shopping is increasingly preferred for its convenience, was only partially validated. While many respondents acknowledged the value of Zara’s online services such as size availability tools and return policies, the majority still preferred physical store visits. Nonetheless, a growing portion of consumers reported using both in-store and online channels equally, pointing to an emerging omnichannel shopping behavior.Although some participants mentioned negative experiences most commonly sizing issues or product quality concerns, the overall satisfaction levels were high. Most respondents expressed willingness to recommend Zara to others, reflecting a strong brand image and loyal customer base.In conclusion, the research confirms that Zara maintains a highly successful and influential position in Hungary’s fast fashion market. By effectively combining trend adaptation, competitive pricing, and a responsive retail model, Zara has secured a loyal and fashion-conscious consumer segment. The brand’s continued success will depend on its ability to adapt to evolving expectations while maintaining product appeal, service quality, and accessibility.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Szaknyelvi Iroda KKK

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Competitive prices, customer behavior, fashion, fast fashion, fogyasztói magatartás, fogyasztói szokások, Inditex, Zara
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:22
Utolsó módosítás:	2025. Okt. 27. 14:22

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