Zara and Uniqlo are globally recognised commercial enterprises. Zara is a Spanish owned company that trades in the fashions industry. The company’s products include clothes and shoes. Uniqlo is on the other hand a Japanese company that deals with clothing. The companies are highly rated by ‘Brandz’ and are among top 100 groups globally. This paper seeks to explore similarities and differences between the two companies. Zara is a conservative organization that focuses on independence in its operations. As a result, the company regulates its products independently in terms of “variety, amount and frequency” of availed newly designed commodities (Craig, Jones and Nieto 4). This forms one of the company’s communication strategies with respect to marketing. Regulating its frequency of production together with the quantity of products that it circulates in a market is a branding strategy. The company has significantly been inducing scarcity in availability of its products, a move that is aimed at stimulating luxurious purchases through brand marketing. The company’s other strategy is its continuous operations throughout seasons. It does not rely on economic and social trends that influence seasonality in demand. This strategy assures consumers of constant supply. Continuous production of the company’s products also ensures that it meets consumers’ changing needs. The company is therefore able to respond to instantaneous consumers’ demands due to its ability to operate in all seasons (Craig, Jones, and Nieto 4). Zara’s high rate of stock turnover is another strategy in its marketing initiatives. High frequency in stock turnover stimulates corresponding high rates of customers’ visits to the company’s stores. Consequently, consumers are always updated on the company’s existing products. Marketing personnel and applied technology that ensure faster feedback on consumers’ needs also illustrates the company’s marketing strategy. Zara relies on feedback from its customers for strengthening its communication and marketing (Craig, Jones, and Nieto 4). Uniqlo has on the other hand adopted a different strategy in its marketing. Its communication strategy is technology based and is more inclined to electronic commerce. By the year 2009, Uniqlo had adopted the internet advertisements through search engines. The online marketing strategy has helped the company improve its sales volume. Online communication and marketing has been Uniqlo’s priority, leading to establishment of a specialized electronic commerce department with a departmental manager. The company’s online marketing approach has also been expanded to integrate social media (Miller, 1). Comparison The two companies share a common objective of using marketing strategies to increase sales. As a result, they have adopted techniques for attracting and retaining their customers. While Zara is inclined towards traditional marketing techniques that predominantly rely on human resource, Uniqlo’s marketing technique is primarily electronic. Zara applies a psychological approach that intrigues consumers’ choice through brand identity that is achieved by controlled production. The company also uses direct personal contacts with its customers though stimulating visits to its stores and making consumers’ follow up. Uniqlo on the other hand applies a diverse o