In the apparel industry, Zara global's main competitors are H&M, Gap, & Benetton. Hennes & Mauritz AB, also known as H&M, is an apparel and accessory store founded in 1947 in Sweden known for offering the latest fashion trends. H&M is the world's second biggest-selling clothing retailer and it has proven to be a very aggressive competitor for Zara .H&M specializes in taking advantage of the season's latest looks inspired by design houses around the world and providing women, men, and children contemporary clothing styles at low prices. Targeting the 18 to 34-year-old market, the company manufactures affordable, stylish clothing. H&M operates more than 2,500 stores in 43 countries, with more than 200 stores in the U.S. Its brand has a strong recognition worldwide. Gap built its iconic casual brand on basics for men, women, and children first in providing jeans, khakis, and T-shirts which had become the standard fashion in the U.S. in the 1990's from hip teens to suburban moms to Sharon Stone, who wore a Gap turtleneck to the Oscars in 1995. The group expanded with the urban chic chain Banana Republic and chic at a discount Old Navy. The diversification was initially successful but entered in trouble in the mid 2000's as the brands went too deep in their concept and frustrated the clients who switched to fresher competitors. Gap experienced a decrease in revenues and market share as well as financial losses. Since then, it seems that Gap struggles to recapture customers who have abandoned it though it has some hit products like the Perfect Black Trousers in 2010 or the special collections in collaboration with Stella McCartney. In 2011, Gap operates about 3,200 stores worldwide. It has sold more than 150 stores in the US because of the competition of specialty retailers like Abercrombie & Fitch and low-price fashion specialists like H&M and Zara. Ouestions: What is your understanding with the international marketing strategy of Gap? 2. Who in your opinion should Gap consider as a main Competitor (H & M or Zara?) What are the products that Gap should introduce new and should withdraw to maintain its competitive edge? What would be the market entry strategy you would suggest for Gap if it decides to enter your home country?

Challenges of international marketing?

Differentiate standardization and adaptation with suitable examples.