This document discusses different levels of quality and price for clothing. It contrasts high and low quality items as well as high and low priced items. It also references haute couture as high quality, high priced clothing and basse couture as lower quality, lower priced clothing options.
Zara, the leading clothing and accessories brand based in Spain, is ruling the fashion market for more than 40 years now. Zara now has become synonymous to fast and affordable fashion items.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Zara, the leading clothing and accessories brand based in Spain, is ruling the fashion market for more than 40 years now. Zara now has become synonymous to fast and affordable fashion items.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Pull & Bear was established in 1991 as a result of a market diversification initiated by the Inditex Group to provide a strategic response to its direct competitors.
The Brand initially catered to a younger generation between the age group of 15 to 30years, who demanded a fashion influenced by international trends that quickly adapted
to their needs, while maintaining the quality and price.
The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
In order to gain market share in the mens wear segment and to maintain the increasing demand of men’s collection from our younger brand loyal customers, a two step medium
term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
In the fashion industry everything is about change and changing trends. It is a fast-paced business with short product life cycles and immediate customer response.
H&M and Zara are well known for delivering the latest designs to customers, partly in collaboration with famous fashion designers, at affordable prices. Both H&M and Zara are famous for their ‘fast fashion’—their ability to respond quickly to changing market trends with new collections—in a manner that appears to be different to the rest of the industry. Their success in this industry can be seen to rest on their strategic positioning and specific strategic and threshold capabilities
International strategy at Zara is defined by the combined generic strategy of cost leadership and differentiation strategy. There are considerations, however, such as when selecting the Lebanese market, labor cost and productivity, distribution cost and shipment cost of raw materials are considered. Other considerations are characteristics or behavior of consumers and income per capita. In terms of marketing approach, the considerations include the 4Ps inherent to the Lebanese consumers and business environment. Market entry considerations include economics, both macroeconomic factors which include tax, political condition and export tariff and microeconomic factors including local competitors, demand and location of store. Regulation from government and local producers protection issues are other considerations.
Pull & Bear was established in 1991 as a result of a market diversification initiated by the Inditex Group to provide a strategic response to its direct competitors.
The Brand initially catered to a younger generation between the age group of 15 to 30years, who demanded a fashion influenced by international trends that quickly adapted
to their needs, while maintaining the quality and price.
The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
In order to gain market share in the mens wear segment and to maintain the increasing demand of men’s collection from our younger brand loyal customers, a two step medium
term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
In the fashion industry everything is about change and changing trends. It is a fast-paced business with short product life cycles and immediate customer response.
H&M and Zara are well known for delivering the latest designs to customers, partly in collaboration with famous fashion designers, at affordable prices. Both H&M and Zara are famous for their ‘fast fashion’—their ability to respond quickly to changing market trends with new collections—in a manner that appears to be different to the rest of the industry. Their success in this industry can be seen to rest on their strategic positioning and specific strategic and threshold capabilities
International strategy at Zara is defined by the combined generic strategy of cost leadership and differentiation strategy. There are considerations, however, such as when selecting the Lebanese market, labor cost and productivity, distribution cost and shipment cost of raw materials are considered. Other considerations are characteristics or behavior of consumers and income per capita. In terms of marketing approach, the considerations include the 4Ps inherent to the Lebanese consumers and business environment. Market entry considerations include economics, both macroeconomic factors which include tax, political condition and export tariff and microeconomic factors including local competitors, demand and location of store. Regulation from government and local producers protection issues are other considerations.
