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The Zaras Brand Strategy Marketing Essay

Zara uses the strategy of Market orientation. This plan is employed for creating customer value by the focusing on the customer throughout the vertical company of the business. The whole business design of Inditex (its father or mother brand) is characterized by a high degree of vertical integration and incredibly short business lead times.

It rarely uses advertising and spends just 0. 3% of its revenues in advertising and marketing. This is significantly less compared to the industry average of 3-4%. Instead of spending on advertising, Zara positions itself in major locations, invests more on store designs and shortens its lead-time. All its stores are also found in excellent locations in big city districts. The average store size is 1, 376 square meters and makeover of old stores is done every 3-4 years.

Moreover, Zara attracts power targets creating artificial scarcity of its products and fast response to fashion trends. The business produces fewer quantities for a certain design. They produce instead clothes of different designs; the second option averaging 12, 000 items yearly. Products lead-time is the shortest on the market, which averages only 15 days and nights. The stores are also replenished two times a week to build regular freshness of its ambiance. Customers will be required to buy the product directly when they go to the store rather than postpone in buying it as it won't maintain the stores for long. In this way, it is relatively easy for Zara to know and forecast the slow-moving moving items, cancel future organized development of a certain design thereby reducing probable product write offs.

Zara continuously screens how its specific stores are doing. Consistent interactions with store managers are common with regards to communicating sales and requests data to the head office. To be also more adaptable to the fashion tendencies, the store managers receive autonomy on its area, and customer feedback is known as very important. The business is also over a close watch of the existing trends. Sources of new information include industry magazines, Tv set, Internet, and films. Further- more, Zara's trend-spotters focus their attention on venues like university or college campuses and discotheques. To include, Zara's young and fashion-conscious staffs likewise have great inputs of new ideas.

Furthermore, Zara's designers show up at trade fairs and ready-to-wear fashion shows in Paris, NY, London, and Milan, brows through catalogs of luxury brand choices, and use store managers to build up the original sketches for a series. This vertical integration allows Inditex to a supremely quick response to market fluctuations.

For Inditex, this is actually the key method of gaining competitive benefits. Zara even says not to have a formal marketing section, as they use market orientation as a online marketing strategy. Given the hard environment on today's fashion market, this is a amazing statement from a very successful business.

Other strategies employed by Zara:

Customer Profiling

A typical Zara customer is somebody who is current with the latest trends in the fashion industry and needs stylish, trendy and unique clothing at affordable prices. The client can be considered a man, a woman, a teenager or perhaps a child who's interested in being up-to-date. As Zara has its origins in Spanish fashion and is primarily and European fashion brand, the clients of Zara also are also heavily affected and moved by Western european fashion. Apart from this an average Zara customer can belong to any cultural strata and demographic section as Zara suits a variety of tastes.

Segmentation Strategy

The segmentation strategy utilized by the fashion shop Zara is situated one the typical demographics of the clients like gender, age and psychographics. However aside from this the company also targets customer is dependant on their sense of fashion and style e. g. , fashionable, trendy, basic, grunge, Latino etc. Zara blends the ethnicity of the brand as well as its marketplace in its product offering which match a number of tastes and options.

Targeting Strategy

Inditex with its brand Zara has targeted a wide space in the retail market. The business targets customers that are enthusiastic about high fashion desire to be inline with the latest fashion developments but are not able to manage clothes and accessories from the couture and high-end boutiques. To be able to target the market, Zara strategy launches its retailers in high profile locations and provides customers with a turnover time of 4-5 weeks because of its new collections made available at a small percentage of the couture cost. This, combined with the brand persona, the assortment of the clothes and accessories and the marketing campaigns pulls the target market segments to the Zara stores.

Positioning Strategy

The main purpose for setting the Zara brand in market as stated by the company is to 'democratize fashion'. The business is designed to provide its customers with trendy and high fashion products at lower prices to accommodate their requirements. As a result the marketing strategy that is employed by Inditex for Zara is to start stores and outlet stores that provide the Zara experience at high profile locations to create the image of the brand as being trendy, hip, high fashion and accessible.

Differences in Marketing Strategies for the Different Customer Segments

Zara highly differentiates on the marketing strategies it employs for concentrating on different customer sections of its marketplace. The main theme of the brand Zara is uber fashion with a fashion guru/fashionista theme, which is common for many customer segments. For this the business uses innovative windowpane displays and waiting for you music, theme and grouping of ensembles to entice customers.

The CBBE Pyramid for ZARA

How ZARA creates Brand Consciousness:

Visibility is a significant tool used to set-up brand awareness. Zara creates recognition because of its brands by :

The Stores

Choosing prestige retail locations

By Store publicity like store launches, Vogue Fashion PARTICULAR DATE etc.

Alternative multimedia channels

Fully integrating its web store, Facebook site & App store

ZaraConnect!, ZaraPeople!, Zara LookBook

Zara YouTube, Flicker and Twitter

Zara Newsletter

Word of mouth

Social circle friends, family, colleagues

Opinion leaders - fashion bloggers

Product reviews by Fashion industry experts

ZARA Brand Wheel


Zara's online marketing strategy focuses on three main aspects:

Product variety,

Speed-to-market, and

Store location.

Zara will not advertise its brand. If a customer would like to find about the latest choices, they need to either visit the website or visit their store. The advertising and marketing spends are 0. 3% of the full total revenue, significantly minimal than their competitors which averages at 3-4%. Hence, an expense advantage is retained.

If a person goes to a Zara store and will not find anything to complement their choice or interest, they are really reassured by the actual fact that in a week, there would be an totally new collection that might interest them, and for that reason there may be reason to go to them again.

Zara has developed a business model based on brief deadlines; decrease volumes and a fantastic choice of style and clothes. The business succeeds to make modest prices with a huge selection of new clothes every time.

The success of ZARA is based on two principals: follow the tendency to be able to sell clothes at a moment where people want this type of style, without using any advertisements as the concurrence does indeed. They don't really want to convince people to buy their clothes but give the public what they really want at this time. Second, the trust that had been given to employees allowed the business to delegate. They determine what clothes should maintain stores, the designed the clothes by pairs for a particular collection. Their role is to set-up clothes not to be sold for some time but only for a short period in appropriateness with the existing trend.

Other PoDs for Zara are:

Design (most fashionable)

Speed of starting products/collection - 11, 000 unique products are produced on a yearly basis set alongside the industry average of 2000-4000

Being a "fashion imitator" - Zara practices a reactive strategy rather than a predictive strategy which is followed by its challengers. It concentrates attention on understanding consumer needs and applying them in their designs rather than promsing predicted fads via fashion shows etc.

Origin of production: 50% of Zara's products are made in Spain and 26% is manufactured in the rest of Europe. The remaining is produced in Asia and Africa. That is unlike their competition who generally outsource almost all their production to Asian countries.

The main communication objectives of Zara are:

Inform about the new collection

Create positive thoughts surrounding the new collection

Generate consumer interest and purchase intentions.

For the entire body shape woman (target consumer), Zara(brand name) is the style expert (brand figure) for your closet (product/competitive frame) that can help you look the best you can (brand guarantee) since it needs the high fashion fads and adapts them for the REAL you (support)ADVERTISING Setting Affirmation FOR ZARA

Their strategy: What define the best Zara is reactive and creative. They adapt to their environment. They mixture solution and popular takings: The advertisements don't reveal what clothes will be produced. It's not an elite team who pulls and makes the design of clothes: the selections are modified on a regular basis, divided in 3 portions "men", "women", and "children" and into different communities ("sports").

There are 2 designers and 2 commercials and managers who visualize and realize the clothes. It is adapted to your client desire: it's the concrete application of the "marketing d'etude". The clothes have to be worn about 10 times. For that, Zara don't get a lot of go back of clothes from the clients.

Organizations: Zara organizations use something of decentralization.

Every product or sets of work have his autonomy.

Furthermore, employees have much more responsibilities than those other clothing chains. They rely upon the judgment of their employees and they manage it.

Commercials and products are much shut down, very linked into the string: in simple fact, commercials travel all over the world to get new desires or tendencies of individuals; for example, they look for what clothes Zara would sell if Zara managed to get.

Distribution and diffusion: Managers decide where placed the clothes in the store. They established its in order they want the clothes to be bought. At the difference with other companies, there aren't the headquarters who decide. The costs are decided for all those stores.

So, Zara has proven how her business design could be very successful. Her functions to focus on one strategy wish is to improve and be progressive on a regular basis made of her among the best profitable clothing organization. In the future, they will have to keep to conform their marketing and strategic development using new information and communication solutions to make better and better exploitation businesses.


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