Positioning of Zara in the Global Fashion Industry

Running head: MARKETING MANAGEMENT
Marketing management
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1MARKETING MANAGEMENT
Executive summary
The aim of this report is to discuss about the current positioning of Zara compared to their major
competitors. Some of the close competitors for Zara are being identified in this report and it is
also identified that Zara is maintaining a unique positioning approach in the global fashion line
industry. Moreover, this report concluded that majority of the customers perceive Zara as the
innovative brand, which are offering new designs in the market.

2MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Competitive review..........................................................................................................................3
Review of the product strategy of Zara...........................................................................................6
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8