Effective Marketing Strategies for Zara

Contemporary
Marketing
Communications

TABLE OF CONTENTS
DATA SOURCES...........................................................................................................................1
INTRODUCTION...........................................................................................................................1
EXECUTIVE SUMMARY.............................................................................................................1
CURRENT PRACTICES IN MARKETING COMMUNICATION OF THE ORGANIZATION 2
CHANGING NATURE OF MARKETING COMMUNICATIONS..............................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

DATA SOURCES
In the following analysis undertaken to elucidate the current practices and changing
nature of marketing communication mix used by the organization, Books, journal and online
sources are used.
INTRODUCTION
Increasing volatility and advancement is making competition very fierce for the business
organization. To make prominent position in the market place, companies come with intense
market research, effectual strategies and quality products as well as services. Success of
organization depends upon the way in which it consolidates with customers and suppliers as well
as it showcases its offerings. In the recent times, marketing has become core element of
company’s strategy building. Various methods are adopted to reach the larger stream of
customers and people. It is the way in which companies communicate to the market. The present
report is prepared to elucidate the changing nature of marketing communication through
inspecting the tools and methods that are adopted by company (Chen and Xie, 2008). For that
purpose, clothing and fashion accessories retailer, Zara is taken into account. This report throws
light on the communication objectives and branding strategies of Zara.
EXECUTIVE SUMMARY
Zara is a Spain's favorite fashion brand founded by Amancio ortaga and Rosalia Mera in
1975 having more than 2000 stores all over the Europe, America, Middle East, Asia pacific. It
has also strong customer base in other regions of the world. It is a flagship store that is Inditex,
the world's largest apparel retailer. Recognized as the most innovative and devastating retailer of
the world, Zara is all about trend, design and fabric. Zara's vision and clear focus have made its
prominent position in the fashion industry (Holm, 2006). The optimum level of supply chain
management, designing, manufacturing and distribution of products along with introducing
influencing trends on frequent basis are the USP of this renowned “fashion initiator”. Fashion
has been become the most dynamic industry with the fast pace changes in trends and choices.
Zara's sustainable competitive differentiation and positioning of products are the USP of
company. It provides trendy clothing for men, women and children with a wide range of choices.
It follows the integrated approach by combining innovative fashion ideas with the latest
technology and efficient business strategies to provide trendy clothing at affordable prices. This
tweak consumer's demand into different range of color and designs (Mangold and Faulds, 2009).
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