Zara is a leading global apparel retailer known for its fast fashion model. It uses 6 strategic fundamentals for marketing: 1) an effective marketing information system to quickly design, produce, and distribute new fashion to stores; 2) a strong corporate image created through store signage and positioning itself as a provider of instant, affordable high fashion; 3) positioning products for trendy 18-40 year old urban customers through small production runs; 4) producing over 500 new designs monthly using inexpensive materials; 5) distributing primarily through company-owned stores located near high-end retailers; and 6) relying on word-of-mouth promotion and celebrity endorsements rather than conventional advertising.

1. THE UN^ MARKETER
CONVENTIONAL

2. Foundedin 1975
Amancio Ortega
Rosalia Mera
Europe’s leading apparel retailer

3. The World’s Largest apparel retailer
Owned by:

4. Current revenue of US$16 Billion, with managing
up to 20 clothing collections a year in its 2100
stores all over the world

5. And that to without
even Advertising or we
can say Conventional
Marketing

6. So how does
ZARA does its
Marketing??

7. The answer lies in
the 6 STRATEGICAL
FUNDAMENTALS
followed by ZARA

8. Marketing
Information System
1

9. Zara has effective marketing information
system that captures fashion designs
from the catwalk or concert stage and
gets them into their stores very quickly.
It also obtains feedback from buyers and
fixes any problems quickly to keep them
happy.

10. Corporate Image
2

11. Zara makes a lot of brand impressions
simply from the signs on these stores. It
has created the INSTANT FASHION concept
where the latest designs for women, men,
and children gets into their stores in a
matter of days.

12. Positioning
3

13. Zara’s products are positioned as the latest
designer fashions sold at reasonable prices in
its own stores. It targets 18-40 year old
women, men, and children that live in cities. It
produces small runs of these fashions to create
uniqueness and a sense of urgency.

14. Product
4

15. To fit its positioning, Zara creates 500 or
more new fast fashion, short-lived
designs each month. They are made with
inexpensive materials and labour and
embody a fastidious attention to detail.
Zara has rapid production process which
quickly delivers the products to its stores.

16. Distribution
5

17. Most of the stores (90%) are company owned
and located near high-end retailers that draw
considerable traffic. Zara benefits from the
cumulative attraction generated by its higher-
end rivals. Also, with all these physical outlets
and their online presence, they are able to
collect rapid feedback from customers to make
changes in subsequent production runs.

18. Promotion
6

19. Zara gets a lot of attention from word-of-
mouth advertising. Zara also benefits from
endorsements from celebrities that are
considered fashion experts. With 2100
stores in 88 countries located near other
high-end stores, the Zara signs on its retail
outlets promote the Zara brand.

20. Summary
The 6 Fundamental Strategies
implemented by Zara:
1.Marketing Information
system
2.Corporate Image
3.Positioning
4.Product
5.Distribution
6.Promotion

21. Disclaimer
Created by Harsh Bhushan
(Manipal Institute of Technology, Manipal)
During a Market Internship by
Prof. Sameer Mathur, IIM
Lucknow.