Zara Fashion Marketing Report

Zara Fashion Marketing Report
Student’s name
Institution Affiliation(s)
Zara

Table of Contents
Executive Summary.........................................................................................................................2
The current state of the fashion market...........................................................................................2
Overview of the brand.....................................................................................................................2
Segmentation, Targeting, and Positioning.......................................................................................3
Detailed Competitor Analysis..........................................................................................................3
SWOT Analysis...............................................................................................................................4
Strengths.......................................................................................................................................4
Weaknesses..................................................................................................................................4
Opportunities................................................................................................................................4
Threats..........................................................................................................................................4
In-store communications techniques...............................................................................................4
Marketing Mix.................................................................................................................................5
Product.........................................................................................................................................5
Place.............................................................................................................................................5
Price.............................................................................................................................................6
Promotion.....................................................................................................................................6
References........................................................................................................................................7
Appendices......................................................................................................................................9
Appendix (A)...............................................................................................................................9
Appendix (B)................................................................................................................................9

Executive Summary
Consequences and trends in the fashion industry are being considered as dynamic and
short-lived in nature. Fashion is a collective summation of a periodic succession of fads and short
term trends. In simple words, it can be said that the longevity of a particular fashion trend is
being directed by its popularity, its impact on the value system of social members and value
proposition of fashion brand. Fashion industry mainly consists of three segments like apparel
(clothing), textile and footwear. Due to the short-lived nature of a particular fashion trend,
fashion marketers feel the pressure of continuously upgrading inventory and product offering to
customers. Otherwise, it will be difficult for fashion marketers to ensure sustainable relevance to
the customer based value proposition being offered by them. This essay will consider the Zara
brand which offers fashions in clothing.
The current state of the fashion market
Zara continues to experience good performance in its stalls, and a 2013 report indicated
that its stalls in India were performing better than the country’s most profitable jeweler chain
Tanishq. On the other hand, the Inditex group’s annual sales have reached 13 billion dollars and
expanded its employee enrollment for more than one hundred thousand in the year 2011.The
company has more than 1500 stores in over 70 countries around the globe (Johnson et al., 2013).
The company projects an increasing number of new stores to be opened as well as the expansion
of its market to other destinations in America, Asia, and Africa.
Overview of the brand
Zara is a brand of fashion under the Inditex Group. Amancio Ortega created the brand in
1975 from when it has used clear strategies to beat the tight competition and gain world
recognition. The company thrives on innovation, mostly coming up with new concepts that