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ZARA-Fashion and Accesories

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ZARA FASHION AND ACCESSORIES PEOPLE WILL STARE. MAKE IT WORTH THEIR WHILE
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Page 1: ZARA-Fashion and Accesories

ZARAFASHION AND ACCESSORIES

PEOPLE WILL STARE. MAKE

IT WORT

H THEIR WHILE

Page 2: ZARA-Fashion and Accesories

About ZARAZara is a Spanish clothing and

accessories retailer based in Artexio, Galicia.

The company was founded in 1975 by Amanico Ortega and

Rosalia Mera. It is the main brand of the Inditex group, the world's

largest apparel retailer.

Page 3: ZARA-Fashion and Accesories

Zara stores have men's clothing and women's clothing, as well as children's clothing .

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Known for its fast, affordable fashion, retail chain ZARA has built up a multi-billion dollar brand through listening and reacting quickly to its customers.

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• The firm tripled in size between 1996 and 2000• By 2008, sales edged ahead of Gap• The fashion group also owns brands such as Massimo Dutti, Pull and Bear, Bershka, Stradivarius, Oysho, Zara Home, and Uterque.

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DESIGN AND PRODUCTIONEmploys hundreds ofdesigners at its headquarters in Spain. New styles are constantly being created. The firm enforces the speed at which it putsthese designs into production. Produces only a small quantity of eachcollection.

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LOGISTICS

Distributes all its merchandise from Spain.Process is designed so that the time from receipt of an order to delivery in the store averages 1 to 2 days. Nearby production facilities is key to success. Stores receive new shipments twice a week Small quantities of each collection not only bring consumers back into Zara stores over and over but also entice them to make purchases more quickly.

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CUSTOMERS

The retailer reacts to customers’ changingneeds, trends, and tastes. They react to customerfeedback—good and bad—and if something fails, theline is withdrawn immediately. Zara cuts its losses and the impact is minimal due to the low quantities of each style produced.

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STORES

Zara has never run an advertising campaign.The stores are the keyadvertising element Located in prestigioushigh-traffic locations around the world. Zara spendssignificant time and effort regularly changing storewindows to help lure customers in.

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Zara continues to expand into new markets andcountries, it risks losing some of its speed and will have to work hard to continue providing the same newness all over the world that it does so well in Europe.

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ZARA Marketing MixPRODUCT: ZARA manufactures and sell products such as clothes, shoes, cosmetics and accessories for men, women and children.

PRICE: ZARA provides clothes for people with lower income so its prices are affordable.

PLACE: ZARA is present in 30 countries in private locations. There are 600 commercial stores, and ZARA is selling its service through out the world.

PROMOTION: ZARA focuses less on advertisement-based marketing but more on internet online marketing.

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STRENGTHS•Global outreach

•Strategic locations

•Seamless distribution strategy

•Minimalistic store image

•Fast-changing collections

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WEAKNESSES

•Brand image closely tagged to competitors

•Limited stocks

•Lack of marketing communications

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OPPORTUNITIES

•Demand for high fashion at affordable prices

•Growing Asian market, especially China

•Diverse cultural area

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THREATS

•Fierce competition

•Lawsuits related to sweatshops

•Possible imitation of goods

•Dilution of brand equity

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SUMMARY To be successful an organization must have a clear competitive strategy ZARA has introduced a new, unique business model into the apparel manufacturing industry.They understand the needs of the customers and tie these to proper innovation strategies.ZARA has potential for sustainable growth because of its capability and competitive advantage to experience the challenges of fashion industry.

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DISCLAIMERCreated by Vandan Kothari, IIT Roorkee, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow


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