For example, the growing middle class in Asia represents an increase in their target market. Not only because Asia is a booming continent where there are populous countries with a growing GDP, but also because the people of Asian countries have a taste for what Zara offers with its clothes. This is because people in Asian countries, especially teenagers and young adults, are generally Western-oriented. This means that they like to follow the current trends of Western culture and adopt them in their country. One of Zara's most important opportunities is its international recognition because it is the key to successful expansion. Another opportunity they may have is to be able to build distribution centers and stores in developing countries at a lower cost. Not only may the location and materials be cheaper, but the labor cost will also be low