Inditex has invested a lot in the renovation of its stores, removing the smallest ones in favor of huge flagship shops in city centers. REUTERS/Alessandro Garofalo/File Photo
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Faced with fierce online competition from the likes of Amazon, affordable fashion giants Zara and H&M are shoring up their defenses, trying to use their stores to boost internet sales.In the U.S., Amazon was the top online clothes vendor in 2016 . It holds 11 percent of the global clothing market, and this is expected to rise to 19 percent in 2020, according to data compiled by Bloomberg.German online clothing and shoes platform Zalando and Britain's Asos, meanwhile, saw their European sales leap 25 percent and 34 percent respectively between 2012 and 2015, according to the Ecommerce Foundation.challengeFaced with this threat, H&M devoted 45 percent of its investment to internet in 2017, or close to 600 million euros ($736 million), for a new photo studio and personalized apps for its clients.H&M is soon to follow suit.
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