Comparing two very different companies, both with a global reach and a consistent approach to branding across a number of markets, to see how they have achieved success in a crowded and increasingly competitive environment.
Case studies covered
An in-depth look at home furnishing giant IKEA – of particular interest through its world-wide reach and consistent marketing style. Tracing its history from its inception to the phenomenally successful go-to brand that it is today.
Looking at fast-fashion retailer Zara, with its policy of choosing prime sites in major cities and creating attractive interiors that contrast with perceptions of the low price tags and lesser quality products on offer.
Dig deeper –
Challenges old and new
Global giants
Offline and Online
Seismic changes ahead
Then and now – what has changed?