A Study on Brand Strategy

A study on brand strategy

Table of Contents
Introduction......................................................................................................................................3
Background of ZARA......................................................................................................................3
Target market of ZARA...................................................................................................................3
Effectiveness of brand strategy of ZARA.......................................................................................4
Brand equity of ZARA....................................................................................................................6
Maintenance of the target market in ZARA....................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................9

Introduction
Brand strategy refers to the steps and considerations by any specific organization taken in order
to have better brand recognition and value, so that the specific goals and objectives can be
achieved. (Heding, et al., 2015). In current competitive environment, in order to survive in the
long run, having a better brand value is crucial. Therefore, with strategic approaches it is tried
and maintained that the target customers are able to not only remember the company and the
products and services it offers, but are also convinced to invest in the same. The aim of this
report is to understand the brand strategy of ZARA which is one of the largest fashion brands on
the global platform.
Background of ZARA
Zara is the Spanish clothing retailer based brand under the flagship of Inditex group. It was
found by Amancio Ortega and Rosalia Mera in 1975. Zara is the largest clothing retailer of the
world and known for their compatibility with the changing trends of fashion. The brand changes
its collection in every one or two week and put new designs. Zara had arrived in UK in late of
1990s and now has gained the position in top 20 retailers in women clothing on the basis of the
market share with the place of 19tha and market share of 1.5%. The revenue generated by ZARA
is $ 18.9 billion annually. The products offered by Zara on its store are the apparels for women,
men and children along with accessories. Zara produces more than 450 million items in a year..
Target market of ZARA
The products of Zara are mainly designed for the men and women between the ages of 15 to 45
years. The brand majorly targets the middle income individuals who tend to invest in informative
and conscious purchase and expects value for money quality. The brand produces 58% of