Field Study Target market: females aged 14-30 young, Sexy, Chic, economically conservative, and fun Trendy, attractive, young brand image Unique business model – success Product Zara will offer fresh, stylish, trendy, vibrant products to the female and Male consumer Affordable and fashionable

1. ZARA
Field Study

2. Introduction
Fashion apparel retail store from Spain
Established globally; 4 stores in the
Lebanon.
Verdun
Downtowon
Dbaiyeh-Zalka
Saida
Fashion at affordable prices positioning
Unique business model

3. SWOT: External Analysis
Opportunities
Standardized fashion industry
Internet retailing
Increased buying power of
Zara’s target market
Importance of differentiation
in retailing
Metrosexuality trend
Threats
Established competitors
Economic downtrend –
customers may turn to discount
stores like Mango, and
OXYGEN.
Price sensitivity of Zara’s target
market, looking for more at less
Continuous changing trends in
the fashion industry

4. SWOT: Internal Analysis
Strengths
Unique business model: vertical
integration and working through
the whole value chain
In-house production: flexibility in
terms of variety, amount, sizes of
products & very quick to response
to needs of consumers
Central distribution: minimizing
lead times
Best designs: very quick fashion
follower
Weaknesses
Not realized economies of
scale
Higher R&D costs to respond
quickly and efficiently
Tendency to prefer another
brands: different tastes &
expectations
No advertising besides in store

5. Research Objectives
Looking into the potential consumers’ buying behavior with regard to
fashion apparel
Consumers’ purchase intention
Apparel purchase behavior
Key attributes that consumers look for when buying apparel
Evaluation of the Zara product concept and potential
Desired brand image for Zara
Examine possibility of introducing Zara to the ------ market
Examine brand awareness and brand knowledge of Zara
Examine tendency toward shopping Zara’s clothes
Identify the best location for a Zara store in Lebanon
Examine the potential for a male, Female product line

6. Methodology
Data Collection Method
Purpose of study: to gather
information about Zara Brand Image
and consumers’ purchasing habits and
behaviors, attitudes, awareness level,
purchase intentions, brand’s positioning,
competitors, etc.

7. Sampling Method(cont’d)
Sample size: 50 people
68% Female- 32%Male
32% Age Between 18-24
36% Age Between 25-30
44% income below $500

8. Sampling Method(cont’d)
32% Under Graduate
44% Students

9. Finding
s

10. Awareness and Usage Behavior
 90% have purchased once
from Zara stores
 34% Spent for every
purchase in the average
$300-$500.
 32% shopped in ZARA in the
recent three months

11. Factors Influencing Buying Decision
1. Family and Friends (68%)
2. In-stores Displays(16%)
1. Price of product choices (32%)
2. Discounts offered (16%)
3. Variety of product choices (10%)

12. Brand Image
1. 32% Buy Zara Products Because its Sexy
2. 24% Buy Zara Products Because its Young

13. Brand Awareness
1. 44% Zara Would be their first choice of buying fashion
2. 56% Would Definitely recommend Zara to others
3. 40% Consider that Zara Offer good Quality Products
4. 48% Consider Zara as one of their favorite Brands
5. 48% Would Prefer to Buy Zara if compared to the same feature of
another brands

14. Conclusion
 Target market: females aged 14-30
young, Sexy, Chic, economically conservative, and
fun
 Trendy, attractive, young brand image
 Unique business model – success
Product
 Zara will offer fresh, stylish, trendy, vibrant products
to the female and Male consumer
 Affordable and fashoinable

15. Than
k
you!