Pricing, push and online presence: How H&M India managed to dethrone Zara in just 5 years

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Synopsis
Strong outlet performance and a continuing pull strategy among its loyalists have worked in Zara’s favour so far. However, with a rising competition, especially in terms of pricing and accessibility, Zara needs to relook its strategy. Can the Spanish fast-fashion giant bounce back and maintain its leadership in a post-pandemic world?

The fast-fashion landscape in 2020 had an interesting development. H&M India succeeded in beating Zara in its annual revenue earnings -- a feat that it achieved in just five years. Zara has been in the country for a decade. As per the company’s global reports, H&M India recorded SEK2007 million or INR1,729 crore in FY19. It follows year-end of November. On the other hand, Zara Inditex in FY20, (year ended March 2020), recorded revenues

( Originally published on Dec 02, 2020 )