Marketing mix Zara, marketing sutdy, Spanish clothing store chain, clothing brand, clothes, women clothes, ready-to-wear, prêt-à-porter, fashion brand, fast fashion
In recent years, the fashion market and the textile industry have experienced enormous upheavals, especially with the global health crisis that has forced physical stores to close. Zara, being a large clothing brand, has been able to adapt to constraints and challenges by demonstrating responsiveness to innovation. Indeed, like several other fashion brands which had to cope with a very hectic environment, Zara made enormous efforts, particularly in terms of marketing in order to maintain its brand image and its profitability.
Zara is a Spanish clothing store chain founded in 1963. 50 years later, it has grown into one of the leading brands in fashion clothing, in Spain and around the world. This is a brand that belongs to Inditex, a group that owns many brands such as Oysho, Pull and Bear, Massimo Dutti. The strong popularity of the Zara brand comes from the intelligent marketing strategy that enabled it to achieve its business goals.
[...] Its marketing strategy is based on experience, exclusivity, affordability and differentiation. In addition, the brand's commitment is clearly remarkable given its strong interest in showrooms. Indeed, Zara pays great attention to details such as window displays and the appearance of vendors. The manner in which the staff is presented and the elegance of the windows show that the marketing plan has been carefully developed. With regard to limited product shipments, the brand uses this strategy to encourage customers to buy quickly and to visit stores regularly to be informed of new products. [...]
[...] It was not until 1975 that the first store was opened in Spain, followed by two other new stores a few years later. Today, the Zara brand is present in more than 85 countries with more than 2,500 retail stores. The company is known for a perfect combination of quality items at low prices. These are the two elements that have made the brand a benchmark in the fashion industry. In addition, Zara is a brand that cares about the environment and is committed to reducing waste and producing non-toxic clothing. B. [...]
[...] For women, the brand offers several different collections and styles such as • "Women": a style intended for city dwellers wanting to buy high-quality clothes. • "Trafaluc": Intended for young people who prefer the lifestyle. • "Studio": Exclusive articles oriented towards the top of the range. • "Basics": For people who want a classic style. The Zara company targets customers between the ages of 18 and 40 because of their fashion craze. By renewing the collections on a monthly basis, the brand manages to offer trendy products that reach “fast-fashion” customers. II. Marketing Mix of Zara A. [...]
[...] Product Zara is one of the most popular fashion brands in the world. The company offers a variety of products for women, men and children. Its product portfolio includes pants, jeans, t-shirts, skirts, shoes and bags. The brand's product strategy is quite broad, and it is considered a benchmark in the fashion industry and among fashion enthusiasts. Zara offers its customers a wide choice in terms of styles and designs (over 10,000/year) and is able to respond quickly to consumer needs. [...]
[...] Advertising and Promotion The Zara brand spends very little in advertising. The company is known to be shy of the press. In fact, the owner of the company never gives interviews, unlike competing brands that engage in "buzz" campaigns. This is why there are few television commercials for the company. However, when it comes to outdoor displays, they are very eye-catching and focus on new trends that appeal to young people. The brand's communication policy relies mainly on social media and "word of mouth" rather than expensive marketing techniques. [...]
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