Zara was founded in Spain in 1974 and has grown to become the largest fashion retailer in the world. It aims to satisfy customers' desires through continuous innovation and providing new, quality designs at affordable prices. Zara uses a fast fashion model to quickly design and produce trendy clothing that is sold at relatively low prices. It focuses on young customers seeking on-trend styles and has over 1000 stores globally located in major cities.

1. Prepared BY: HirenVanara

2. Introduction
■ Founded on 24th May 1974 at Artexio, Spain
■ Founders: AmancioOrtega & Rosalía Mera
■ Current Owner: Casper Schmedes
■ BrandValue: 23,140 Million $
■ No of Stores Worldwide: More than 1000
■ Parental Company: Inditex Group (World’s Largest Apparel Retailer)
■ CurrentWorldwide Rank: 37

3. Mission &Vision
■ Vision
“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”
■ Mission
“Through Zara’s business model, we aim to contribute to the sustainable development
of society and that of the environment with which we interacts.”

4. Brand Identity
■ World’s largest fashion retailer
■ Fast fashion, creativity, flexibility, quality design and rapid turnaround are all part of its
approach to expand at international Level.
■ Zara stores are usually situated at upscale locations in the world’s largest cities.
■ Its strategy is to get as close as possible to luxury brands but at the same time
maintain its mid-range affordable prices.

5. Target Market
■ Zara sells apparel, footwear and accessories for women, men and children.
■ Zara’s consumers are young, value conscious and highly sensitive to the latest fashion
trends in the industry.
■ They don't define and segment their target market by ages, resulting in designs and
styles that can reach a broader market.

6. 4 P’s of Marketing
• Male, Female, KidsFast Fashion Designer style at non-
designer pricesProduct
• Mass-tige (Luxury for the mass)
Price
• Exclusive Distribution
• Retail Outlets only in Big townsPlace
• Websites & Facebook
• Store location as marketing strategy
• (No campaigns, advertising, celebrity endorsement)
• Consistent black and white them
Promotion

7. Segment Analysis
Womens Wear
40%
Mens Wear
30%
Kids Wear
30%

8. Zara’s Key of Success

9. Strengths
• Globally Outreach
• Strategic Location
• Fast Changing Collection
S.W.O.T. Analysis
Opportunities
• Demand for high fashion at
affordable price
• Growing Asian Market
Weaknesses
• Brand image closely tag
with Competitors
• Lack of Marketing
• Limited Stocks
Threats
• Dilution of Brand Equity
• Strong Competitors
• Possible Imitation of Goods