DEMAND-LED PRODUCT ASSORTMENT DIVERSIFICATION AND ENTERPRISE COMPETITIVENESS

This study examines how market-demand analysis can inform product-assortment diversification and competitiveness, using Inditex's published concept-level sales for 2024 and 2025. The research applies secondary-data analysis, revenue-share decomposition, growth comparisons and a proposed segmentation-to-assortment framework. Group sales rose from EUR 38,632 million to EUR 39,864 million, while the relative contributions of Zara, Bershka, Stradivarius and other concepts varied. The study distinguishes observed brand-concept diversification from unobserved SKU-level product diversification. It argues that managers should interpret heterogeneous growth as a signal for testing customer propositions, not as proof of causal success of individual assortment interventions. Practical recommendations include segment-based pilots, channel-integrated demand signals, cannibalisation tests and margin-adjusted portfolio KPIs. The analysis is limited to published aggregate reporting and does not claim access to customer surveys or proprietary assortment data.