1. • Zara is a widely popular Spanish fashion chain that
opened in Palladium, Mumbai on June 11, 2010. The
opening of this store was highly anticipated by the
fashion lovers.
• The target audience was the upper middle class and
the high class.
• The location of the Zara store is also something to pay
attention to. Zara is placed along with high-end stores
like Emporio Armani, Burberry, Diesel and so on.
Hence, for people who shop at these high end stores
would not mind dropping in to Zara as the prices are
much lower.

2. • People expected Zara to be an expensive, high- end
brand. However, to everyone’s surprise, shopping at Zara
is affordable. The prices start at Rs 890/-
•Zara also has great sale which is upto 70% which attracts
more customers who await the next sale. The line changes
frequently and is up to date.
• Zara has now set a trend of its own. Hence, has a great
brand loyalty. Zara was certainly not a disappointment. Its
brand image, clothing range and accessories are worn by
several people who keep coming back to the store for
more.
•Does not invest in advertising, and largely relies on PR