1. zara
lydia:
zara is a well known high street brand because people love the quality of their
products, and that they are always updating their trends constantly.
They also have catwalk inspired clothing, as they want to be a luxurious
brand, but at prices everyone can afford.
As consumers ourselves, we are aware that zara is a fast innovative fashion
company, who convey the latest trends.
Zara originates from spain, but now have international success, as they are
the worlds largest apparel retailer. Because their website states they have
over 2000 stores, located over 88 countries and are still expanding rapidly.
As part of their unique selling point, the brand has a broad target market,
starting at the age group of 14 years old, ranging up to middle aged women
and men. comparing to marks and spencer, who focus on the older
generation, and topshop who target the younger generation. whereas zara all
caters for all consumers.
Meggy 2.Here with have produced a brand onion and a hierarchy of fashion of
what we personally believe showcases the brand.
We all believe that the essence of zara is inspired by luxury goods, sold at
high street prices with a sophisticated and classy look.
Secondly we agreed that the value of zara is reliable, with an average price
range, and a long term durability.
If zara were a person, we each thought that they would be mature yet
aggressive, as well as being confident and beautiful, while maintaining a low
profile.
Finally for zaras action we found out that they only do 2 big sales in a year,
christmas and summer because their customers are loyal to them and they
know they will always return. Along with this zara do not need to advertise
their brand as they know they have a strong identity because they are an
ongoing success.
From doing the brand onion we decided to place zara in the middle market
sector of the hierarchy of fashion.
sabine the skeet 3. Zara has had their own font especially created for them,
by *****. This font and the dark greyish background are part of the brands
identity. As consumer we think this because when we see this font and colour
we all agree that it reminds us of zaras brand. They have several types of
packaging e.g, perfume, shoe and delivery boxes and their carrier bag. Their
signature colours for packaging are their dark grey and cardboard brown,
which is used and reversed throughout their packaging.

2. Anu 4. Zara varies between affordable and expensive so that all generations
can shop in their stores.Annually zara produces about 11000 different
products spaced between their Womenswear, kids, TRF and Menswear
departments compared to 2,000-4,000 for H&M and Gap. With stores all over
the world and rapid expansion zara on average gives a time span of 8 hours
between the finished goods and the goods shipped to its final destination.
Spending about 0.3% of their revenue on promotions they focus largely on
online marketing opportunities such as commerce strategy and social media.
Sabrine 6. Following on zaras constantly updating their social media to
engage with their customers and making them feel prioritised
Amber 7.
Zara strengths are simplistic and have an appealing store layout compared to
other high street stores giving them another unique selling point, as they are
adaptive to modern day culture.
There opportunities is that zara are planning to in a few years bring self
serviced tills into all their stores. Also to start trailing digital mirrors that allows
customers to try on clothes without taking them off. Therefor this shows that
zara are being innovative and are trying to catch up with luxurious stores,
such as burberry, using modern day technology throughout there store.
They have weaknesses which are that they have a pressure of cost
leadership to achieve high quality standards. Also the potential that some
customers may feel intimidated coming into the store as they are trying to be
an exclusive brand.
Zara have had a bad experience, where they have had to remove a children's
wear striped top, with a yellow star, because elf the public complaints,
believing it resemble the jewish uniform during the war.
The threats that we found out, is that they had a past law suit relating to
sweatshops and selling angora, where they believed to be physically ripping
out their fur in 2013.
mihaila 8. We have created our own perceptual map, of and placed zara to
where we believe it is placed in the high street market, amongst its
competitors.
9.
As part of our primary research we visited a local zara store taking pictures,
analysing their way of visual merchandising, and also interviewed the store
manger.