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Zara vs. Mango UK (Example)

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Comparative analysis of Zara and Mango in UK Tutor University Department Date Introduction Mango and Zara are popular fashion stores that are known for their designer styles. Zara was established in 1975 in Spain but arrived in the UK in 1998. Currently it has 66 branches in the country and has been performing excellently selling children women and menswear. Market information reveals that each of its 66 stores gets a replenishment twice in every week. Despite several accusations for involving in unethical practices Zara has continued to grow registering the highest profits margin in 2012 of 30% (Huma Qureshi 2012 p. 3). Historically Zara has been changing its shopping windows as a strategy of communicating its branding strategy to new customers. Its focus on female clothing can be envisaged by the manner in which it strategically allows products associated with the gender to be placed on the ground floor. create an artificial need that ensures that their consumers consider their products as necessities. Bibliography BIBLIOGRAPHY Bray J. n.d. Consumer Behaviour Theory: Approaches and Models. [Online] Available at: [Accessed 11 January 2016]. Huma Qureshi 2012. Store Wars: Zara and Mango. [Online] Available at: [Accessed 11 January 2017]. Kaufmann H.-R. 2015. Handbook of research on managing and influencing consumer behavior. Hershey PA: Business Science Reference. Knoji 2017. Compare any two retail websites side-by-side. [Online] Available at: [Accessed 11 January 2017]. Ohio 2016. Four Consumer Behavior Theories Every Marketer Should Know. [Online] Available at: [Accessed 11 January 2017]. Raaij F. v. & Wandwossen K. 1978. Motivation-Need Theories and Consumer Behavior. [Online] Available at: [Accessed 11 January 2017]. Watson K. 2015. Identifying the Competition | Mango v. Zara. [Online] Available at: [Accessed 11 January 2017]. Weebly 2017. Mango. [Online] Available at: [Accessed 11 January 2017]. [...]

Order Description:

This individual assignment requires students to produce a 2,500-word investigative essay comparing the current bricks-and-mortar environments of, and merchandising strategies employed by, two competing fashion retailers operating at a similar market level Zara & Mango. As the practice of merchandising is concerned with transactions of products appropriate to the retailer’s target market, the strategies used are determined not only by fashion trends but also by the type of customer the store caters to. Accordingly, students should mobilize academic theories of consumer behaviour when addressing the merchandising practices of the two outlets. All currency should be listed in GBP and location in the UK. Where applicable the following aspects should be examined: store layout, interior design and exterior architecture, window display, in-store promotional material (not sales promotions), atmospherics, product presentation and service culture. The essay should be presented in the following format: Introduction: scene-setting for the reader – what does the essay do (compares two brands…etc). The historical information about the two brands selected should appear here (c. 300 words). Discussion: this is where you present your research findings, make your comparisons between the two brands and introduce theory into the discussion. This theoretical component may be constituted of ideas, concepts or models that featured in the lectures, listed as the directed readings in the handbook or have been identified during your own private study. Marks will be awarded, in equal part, on the comprehensive of the material gathered and the persuasiveness of analysis and, to a lesser extent, on the appropriate application of theory. You may find it useful to divide the discussion into sub-headings, each one addressing one of the categories suggested for examination, but this is not obligatory. If including images – whether integrated into the text or appended – these should be relevant to the topic and captioned (c. 2,000 words). Conclusion: Summing-up for the reader what it is that the essay has demonstrated in broad terms, not by repeating the detail of the main text (c. 200 words). References: Harvard-style for all books, articles or websites mentioned

Subject Area: Fashion

Document Type: Reports

This project has already been completed by one of the Studybay experts. The client rated this project:

Project's rating is 5/5

Price $50

Words 1650

Pages 6

Completed in 7 days

Expert GladysSam

Client Review

Great job wow!


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