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Such is the craze of this brand among the fashion enthusiasts. Zara’s primary target market consists of women and men with mid range incomes between the ages of 18-40 that require fashionable, trendy and affordable styles (Pratap, 2017). It is imperative to target creations towards a market so that the correct costing point is made, circulation channels and advertising strategies policies your company with be guided by . Stores place orders twice per week and the supply of finished goods is matched to store demand. • Spanish clothing retailer based in Arteixo ,Galicia • Founded in 1975 by Amancio Ortega and Rosalía Mera. The gender varies from men and women as Zara tend to be quite open to both genders, especially through their advertisement, as they use models from both genders. A majority of the target audience is young women while men and kids make for only 40% of the target market. The taste of the target market influences the availability of products line. Demand based production means there is very little inventory in Zara’s supply chain, which results in much lower working capital requirements. Also, Zara’s fashion is meant to be used for just a season. Zara produces around 12,000 styles per year (compared to the retail average of 3,000), which means that fresh fashion trends reach the stores quickly. There are not many businesses which are running without any marketing in this age of communication and technology. It targets 18-40 year old women, men, and children that live in cities. H&M’s primary target market consists of women and men with middle class incomes between the ages of 15-30 that are looking for affordable, fashionable and trendy styles (Delirium, 2015). Zara is also vulnerable to financial vulnerabilities in the Euro as most of its cost-base is denominated in Euros. Zara segmentation by 1. These characteristics help to understand how the audience thinks, feels, and behaves. Zara SWOT Analysis Zara Strengths Below are the Strengths in the SWOT Analysis of Zara: 1. Results inform actual product design to messaging and executional marketing tactics. Values: Firstly, values express a judgment of what is right or wrong, desirable and undesirable, and expressed as words or phrases. Most retailers outsource production to low-cost Asian countries. I am hoping it can help with my University project on Zara’s segmentation strategy. Zara believes in sustainable development and is committed to reduce the production of waste. That is why their purchasing experiences … Production is then increased or decreased in the flexible production facilities. Such as percentage of Zara customer gender’s and how many times the typical Zara customer visits the store. This is made possible by controlling almost the whole garment supply chain from design to retail. If your product or service offers a lifetime guarantee. By reducing the manufactured quantity of each style, Zara creates artificial scarcity and lowers the risk of having stock it cannot sell. In most cases, new styles are normally available on the sales stores within two weeks, four weeks maximu… H&M vs. Zara vs. Uniqlo: An Overview . Discover classic coats, trousers, knitwear, dresses and tops on sale, as well as trend-led pieces. But rather than spend the money on R&D to be first to market, Zara takes a completely different approach: fast fashion.Rather than setting fashion trends, Zara rides the wave of what’s currently hot and established to provide affordable copycat versions of high-end brands. Part of one of the most biggest Spanish … The sources were from a Harvard Business Review case study that we found. The strategy of the archetype is becoming more and more attractive physically, emotionally. Apart from them, men also comprise a smaller segment of its target market and the smallest segment is that of the kids. To tap into the emerging e-commerce trend, Zara launched its online boutique in September 2010. Thanks Laura. Any weather, labour or terrorist disruption to the area will have a serious impact to sales, as there are no alternative supply centres in Europe. The fashionable consumers of Zara buy because of interest which gives them pleasure and enjoyment and is a meaning of self expression. Zara Positioning Zara offers classy high quality clothes based on consumer trends. Zara is known as the Coca Cola of fashion. Zara has limited stores across the globe due to which it uses selective targeting strategies to make their products available in the market.. Usage-based positioning strategies are used by Zara to highlight its customer’s centric approach to satisfy the changing fad needs of the customers around the globe. 3. Hi, is there any chance you could provide the title of the Harvard Business Review Case Study? And to appease its teen and 20something demogr… H&M, Zara, and Uniqlo are three international clothing retailers with over 2,000 stores each worldwide. Would really help with my dissertation for university. Scarcity in fashion increases desirability, which means shoppers need to buy quickly as the item may not be available next week. Zara have more than 2000 stores all over the world . Zara is a global brand and the internet presence reaches 29 online markets (Inditex 2017). Zara has been leading the fashion market for two decades with a strong brand image amongst customers. This gives a lot more flexibility and speed however it means higher costs. Now, we are going to focus on another an… The target audience of Zara through this event would be fashionable consumer which is more educated, demanding and fashion savvy. Zara’s parent company Inditex has created one the best business model in apparel and over the last few years has regularly delivered double-digit earnings growth.In this article I attempt to deconstruct Zara’s business model into its main parts: Zara’s target market is young, price-conscious, and highly sensitive to the latest fashion trends. A product or service that is sold by down-home organizational culture. ZARA is not has not only a different market positioning as to its direct competitors (see figure 1.1) but also has a unique business model which is one of the world s most successful. Zara targets mainly the women who comprise that largest part of its target segment. Market segmentation surveys are common methods of obtaining the customer-specific information that could be used to create groups sharing common characteristics. Zara started operations in Spain in 1975, and now operates in 74 countries worldwide. Thank you . For the full body shape woman (target consumer), Zara (brand name) is the fashion expert (brand character) for your wardrobe (product/competitive frame) that helps you look the best you can (brand promise) because it takes the high fashion trends and adapts them for the REAL you (support)ADVERTISING POSITIONING STATEMENT FOR ZARA Zara products are a hit with the high end fashionistas as well as with the masses. Powered by  - Designed with the Hueman theme, Target Markets of Instagram, Facebook and Twitter, Positioning strategies of Tea Brands, Lipton, Target markets of engine oil companies Castrol and Shell. We recently addressed competitor research in thisarticle. Last modified December 15, 2020. They have an advantage over traditional retailers because they do not define their target by segmenting ages and lifestyles giving them a much broader market. Many retailers use the strategy of trying to be fashion innovators, to be trendsetters and capture early adopters. A product that has a function that is used every day. All rights reserved. Target audience and competitor research are two of the most influential activities on launching, building, and running a fashion startup. Zara’s main target customers are 18-year olds to 35-year-old adults. Its unique selling preposition is to create the latest trends. For … The product needs to differentiate itself in a good way from lower-priced brands. You have a high-status product to enhance their power. Deliveries typically arrive one to two days after ordering with most deliveries arriving by truck from the Spanish factories. Sure James. Hi, great article however where did you get your pieces of information? 2. Product: Zara is identified as a fashion brand that creates apparel. Your product makes people more organized. That is, if buyers don't buy them now, they may not be available tomorrow. Refresh your look for the new season with our definitive Special Prices collection for women. • Time-to-market: The Secret of Zara’s Success ... A multi-brand strategy that allows the world’s biggest fashion retailer to target everyone. It produces small runs of these fashions to create uniqueness and a sense of urgency. Just-in-time manufacturing relies heavily on production in Northern Spain. If someone owns a business in today’s marketplace, it is not easy to run a business without marketing an… The product needs to differentiate itself in a relationship with surrounding that they,! Is cheap, it does n't feel cheap • Spanish clothing retailer based in Arteixo, •! Gives them pleasure and enjoyment and is committed to reduce the production of waste attitudes and. Gender ’ s focus on the mass market, yet another detail that reflects its close attention on mass. Means higher costs Zara can narrow down the large, diversified target audience is young women while men children... 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