-Zara was founded in 1975 byAmanico Ortega and Rosalia Mera.-Inditex group also owns Bershka, Pull and Bear Massimo Dutti and 3 other brands.-Theirstores are in Africa, Europe, thestates and asia as anexampletoeachwouldbeEgypt, mexico, China and germany.-Zara doeswomen, men and kidswear and furnitiurewhichfallsunderthename Zara home.
-Businessworld is an idian Magazine.An article with the name The reign of Spain stated that :Zara doesn't advertise its clothes - it doesn't have to. Word of mouth alone has made its Spanishowner a billionaireZara’s mission and vision is to give the customer an exclusive choice of fashion by providing a quick turnover of new stock than other fashion retailers.Zara’s SWOT: (s) global outreach (w) lack of marketing (o) Demand of high fashion at affordable prices (t) high competition
despite its low advertising policy. The reason happens to be due to it’s old existence in the retail history as well as for the choice of store locations in areas with high human traffic.displays are the key factors in building awareness in consumers’ minds. Both recall and recognition measures are high which goes to shows that Zara has high salience in customers’ minds., Zara performs well as it is the top of mind recall when respondents were asked to name fashion retail outlets. However, competitors’ brands, such as Mango and H&M, were also named, indicating the close associations between these brands in customers’ minds.
User Profile – A typical Zara customer is one who is young, fashion-conscious and value-seeking. He or she is keenly attuned to fashion trends and seeks for high fashion with a reasonable price tag. They also portray a sense of sophistication, confidence and impressiveness.Personality and values – Values associated with Zara include ‘modern’, ‘trendy’, ‘high fashion’ and ‘sharp’. Zara exudes a refined and stylish personality that appeals to its assertive and confident target audience.
Minimal advertising expenditure, which translates to cost savings for its customers.
A survey took place in Singapore stating that zara is more female brand than a males brand when it comes to evening and formal wear.Fairly priced and decent.
2.5 USD billion net profit in 2012 ( irish times, 2012 )
Zara ( Customer-Based Brand Equity Model )
Largest retail stores.
Known for their fast fashion.
Spanish clothing Line based in Arteixo, Galicia.
Flagship chain store of Inditex group.
1080 stores worldwide
describes it as follows:
"Zara was `a fashion
imitator. It focused its
fashion items that its
customers wanted and
then delivering them,
rather than on
season's trends via
fashion shows and
similar channels of
influence, which the
“ZARA is committed to satisfying the
desires of our customers. As a result we
pledge to continuously innovate our
business to improve your experience. We
promise to provide new designs made from
quality materials that are affordable”
“Through Zara’s business model, we aim to
contribute to the sustainable development
of society and that of the environment with
which we interacts.”
High brand awareness in the market.
Zara’s brand name and eye-catching
Depth of awareness
Meet Jessica. Jessica is a typical Zara customer, because as you can
see in the picture she is young, fashion conscious and value seeking.
‘high fashion’ and
Reliability & Durability - Zara is known for the quality of the clothes
Style & Design – Zara offers customers the latest and most
Their concept keeps consumers coming back for new designs in
order to remain fashion-forward.
Service Effectiveness - Zara does not focus its resources on in-store
Well-received exchange policy which allows customers to get back
full refunds for purchased products according to Zara’s Refund
Well known brand.
Holds a great margin in the market
The quality of Zara products is decent, in terms
Loyal Customers through
Great Online Customer
Who they are.
Number of Zara stores
Customer-Based Brand Equity Model