Using Machine Learning to Predict Online Buying Behaviour, Wholesale and Fashion Marketing at Zara, an Analysis Including Z Generation

Zara aims to satisfy the needs of its customers at all times. Being a company located in the main cities of the world is not easy since each country is governed by different rules and customs, Zara in 39 years of life has become the number one in the retail distribution of textiles worldwide; in the first years that Zara was making incursions into fashion, it carried out an expansion activity extending to a national level with a scheme called oil stain [1], this technique consists of the expansion of a company in the market at a national level, first by opening establishments in cities near the headquarters and then by progressively opening establishments in more distant points; In this way, the Inditex group with its company Zara opened stores in different Galician cities and then expanded to the rest of Spain [2].