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ZARA

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by

Samantha Vo

on 28 April 2015

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Transcript of ZARA

Stylish and fashionable

Price point is higher than budget, lower than luxury brands

Instant fashions

Quality clothes and accessories.

Not everyone will be wearing the same clothing.
Sophisticated
ZARA
By: Taehun Kim, Samantha Vo, Fareeha Chaudry & Ying-Ying Liu
European clothing & accessories retailer
Based in Artexio, Galicia
Founded:
1975 by Amancio Ortega & Rosalia Mera
Flagship chain store of Inditex group
88
countries;
6,500
stores
2 weeks
to develop & get to stores
10,000
designs each year

Spain
Market Size (Population): 37,000
$136,770 GNI per capita (2013)
Market Growth Rate
: -1.94% (2012)
Political Stability
: 8
Availability of Infrastructure
: Low
International Tourism, Number of Arrivals
: 55,000 (2012)
Location
: Central Europe; Between Switzerland, Austria and Germany

Liechtenstein
New Zealand

Brunei

5 Attributes
Market Size
Market Growth Rate
Flagship Country
Political Stability
Availability of Infrastructure
Tourism
Uruguay
Market Size (Population)
: 3.3 million
$ 18,930 GNI per capita (2013)
Market Growth Rate
: 2.8% (2013)
Political Stability
: 6
Availability of Infrastructure
: Moderate
International Tourism, Number of Arrivals
: 2.7 million (2012)
Location
: Southeastern region of South America; by Argentina and Brazil
Kazakhstan


Market Size (Population): 17 million
$ 20,570 GNI per capita (2013)
Market Growth Rate: 4.6% (2013)
Political Stability: 1
Availability of Infrastructure: Low
International Tourism, Number of arrivals: 5 million (2012)
Location
: Central Asia
Market Exit Hofstede Chart
Packaging and Design
Joint Venture
South Korea
Japan
India
Zara = SPA
(Specialty-Store/retailer of Private-
label Apparel)

Identical Visual Merchandising Display (VMD), product packaging & design

Sustainability – 2020 plan
Brand Name & Personality
Zara means
radiance
in Spanish
ZARA
A person with a heart of gold who is
smart
and
caring
Market Entry Strategy
Sincerity
Low derogatory information

Aggressive but calm, with a high quality level of design

Spans age, socioeconomic and geographic boundaries

Luxury-esque fashion at an exponential lower price point

Fast-fashion

Low price but still able to be relevant to the wealthy, well-dressed set
Market Positioning
Influence consumer perception of one brand to other brands
Brunei
Liechtenstein
New Zealand


Pop-up adds can be used via social media accounts i.e. Twitter, Facebook, and Instagram.
Potential customers can see ads as they scroll on their mobile phones through their social media accounts.

Provide same concept (more sophisticated for the conservative)
Same Concept; Different Price Range
EA
-
$$$$
very
sophisticated and luxurious
Ann Taylor
/
CK
-
$$$
BR
/
Express
/
ZARA
-
$$
NY
&
C
-
$
Advertising Strategies
Market Size (Population): 408,000
$24,000 GNI per capita (2013)
Market Growth
: 0.8% (2012)
Political Stability
: 9
Availability of Infrastructure
: High
I
nternational Tourism, Number of arrivals
: 1 million (2012)
Location
: South East Asia; Next to Malaysia

Market Size (Population)
: 4.4 million
$30,750 GNI per capita (2013)
Market Growth Rate
: 2.5% (2013)
Political Stability
: 9
Availability of Infrastructure
: High
International Tourism, Number of Arrivals
: 2.8 million
Location
: South Pacific Ocean
Market Size (Population): 1.2 billion
$3,700 GNI per capita (2013)
Market Growth Rate
: 0.8% (2012)
Political Stability
: 7
Availability of Infrastructure
: Medium
International Tourism, Number of Arrivals
: 6.4 Trillion
Location
: South Asia

Market Size (Population): 50 million
$33,800 GNI per capita (2013)
Market Growth Rate
: 0.8% (2012)
Political Stability
: 6
Availability of Infrastructure
: Medium
International Tourism, Number of Arrivals
: 11.1 million (2012)
Location
: East Asia

Market Size (Population): 127 million
$36,600 GNI per capita (2013)
Market Growth Rate
: 3% (2012)
Political Stability
: 8
Availability of Infrastructure
: High
International Tourism, Number of Arrivals
: 8.3 million (2011)
Location
: East Asia

Brunei
Liechtenstein
New Zealand
Full transcript