Marketing Mix - Zara

Extract

[...] The products offered by Zara are ‘simple, but effective'. The brand's inspiration comes from the collections of great couturiers and fashion houses, with ideas taken and adapted by Zara for its own collections. The brand has also been accused, on several occasions, of theft of intellectual property and of copying certain pieces offered by major designers. Zara's product policy is, therefore, to draw inspiration from and imitate luxury products while breaking them down into simpler products that are more accessible to all. [...]

[...] Marketing Mix - Zara I. Introduction A. Zara Zara is a Spanish brand of clothing for women, men and children. A few years ago, the brand created a line called Zara HOME, which includes decorative objects and articles intended for the home, sold in different stores. The Zara brand is owned by the Spanish group Inditex. Zara is originally from Spain, with its head office in La Coruña Zara has several of the most important flagships in its store portfolio there. [...]

[...] INDITEX is present in around 100 countries through 7,500 stores. C. Marketing Mix The marketing mix corresponds to the set of policies decided by a company or a group in terms of prices, products, points of sale and advertising of its products and services. The objective of all these policies is, of course, to improve its image, increase its sales, attract new customers and achieve its strategic objectives. The marketing mix designates the combination of these four main elements, their ratio and their interaction in order to attract customers and prospects. [...]

[...] All these policies are crucial, each separately but also and above all combined in an agile and efficient way. We will see how Zara optimises its management of these four segments to achieve the optimal achievement of its strategic objectives. II. Marketing Mix of Zara Zara's marketing mix consists of four main segments. Product, price, point of sale and advertising policy, which we will detail in turn. A. Product Zara's product policy is pretty clear. The choice of collections is plethoric, with a very wide range of clothing and accessories for women, men and children. [...]

[...] The main policies are in harmony and correspond to the main strategic lines decreed by the brand. Despite a necessarily difficult year in 2020, due to the COVID crisis, Zara still seems to have a bright future ahead of it thanks to the skillful management of these four policy segments; price, products, promotion and point of sale. Bibliography and references Zara, Lacoste, Nike . [...]