ZARA was established in Spain in 1975. ZARA is the third largest clothing company in the world and the first in Spain. It has established more than 2,000 clothing chain stores in 87 countries.
ZARA is loved by fashion people all over the world and has excellent designs from designer brands at lower prices.
Brand History
In 1975, Amancio Ortega, an apprentice, opened a small clothing store called ZARA in a remote town in northwestern Spain. Today, ZARA, which was little known in the past, has grown into a leading global fashion brand.
Focus on the operation of ZARA
1. Differentiated market positioning strategy
ZARA brand positioning can successfully differentiate the market, the key is to be close to the needs of consumers and fully integrate regional resources. ZARA is an international fashion clothing brand with “medium and low price but medium and high quality”. It takes medium and high consumers as its main customer group, so that low price clothing can be as high-end and good-looking as high-priced clothing, so as to satisfy consumers who do not need to pursue fashion. The psychological need to spend a lot of money.
2. Global operations strategy
ZARA uses the cheap production resources of Spain and Portugal and the geographical advantage of being close to Europe to greatly reduce the cost of product manufacturing and transportation, improve the shelf life of goods, and grasp the timely fashion trend of JIT, so that it can provide consumers with high-quality and low-cost products. key reason.
3. Innovative marketing strategies
ZARA takes “Made in Europe” as its main marketing strategy, and successfully taps into consumers’ intention that “Made in Europe” is equivalent to a high-end fashion brand. Its marketing strategy driven by market demand is one of the keys to successfully entering the market.
ZARA has more than 400 professional designers, and launches more than 120,000 products a year, which can be said to be 5 times that of the same industry, and designers shuttle to Milan, Tokyo, New York, Paris and other fashion centers at any time to watch fashion shows , in order to capture design concepts and the latest trends, and then simulate and imitate the launch of fashionable items with a high sense of fashion, replenishment twice a week, and comprehensive replacement every three weeks. The update can be completed synchronously within two weeks. The extremely high product replacement rate also speeds up the return rate of customers visiting the store, because consumers have virtually established an important image that ZARA has new things at any time.
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Post time: Aug-10-2022