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Consumer BUYING PROCESS.pdf
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PPT on Zara

  1. 1. FAST CHANGING FASHION ELITE CLASS BRAND
  2. 2. ZARA ZARA is a Spanish multi-national retail clothing chain. It specialises in fast fashion, and sells clothing, accessories, shoes, beauty products and perfumes. Flagship brand of the Inditex group OVERVIEW
  3. 3. ZARA HAS 0VER 6500 STORES IN 88 COUNTRIES 21 stores in India, in 11 cities. ·Zara produces over 450 million items per year. ·After products are designed, they take 10 to 15 days to reach the stores. Produces over 450 million items per year ·In May 2021, Zara launched its first beauty line, ZARA Beauty. OVERVIEW
  4. 4. BUSINESS MODEL OF ZARA Market oriented strategy - Understand customer needs • High velocity production • Fiercely competitive pricing strategy • Target Audience
  5. 5. S T ORE DE S I G N MANUFACTURE R LOGISTICS S T OR E CUSTOMER
  6. 6. PRODUCT Zara stores have men's and women's clothing as well as children's clothing (Zara Kids) The Zara target market includes women and men, mainly younger adults in the age range of 18 to 40. It specializes in fast fashion, and sells clothing, accessories, shoes, beauty products and perfumes.
  7. 7. PRICE Zara provides products at a reasonable price to target customers and they win on price. Zara’s prices are less expensive than luxury fashion brands. Zara was recognized as its first-class image, second- class production, and third-rate price. It doesn’t have expensive design, advertising, and raw material costs. Zara’s prices are about 1/4 of other brand’ prices.
  8. 8. PLACE Zara sells its products through two marketing channels. ZARA follows an omni-channel distribution system. ZARA follows an intensive marketing strategy. ZARA has developed a close working relationship with its suppliers
  9. 9. PROMOTION Zara uses multiple media channels to promote its products. It uses traditional media, which includes an advertisement on television and radio. It advertises on various social media platforms with a focus on YouTube, Facebook and Twitter. Zara takes part in various trade exhibitions and events around the year.
  10. 10. Store layout Grid layout of store- easy to navigate Efficient use of space. Queue forces customer to face all angles of store Merchandise displayed section wise. Eg: kids wear,office wear, casuals. No replineshment during open hours- not disrupting shopping customers experience.
  11. 11. Visual Merchandising Modified garment racks and display case is used for merchandise display Mannequins displaying the latest trends, special attention is given to this aspect Merchandise are placed in such a way that the colour schemes compliment each other Only black and wooden colour hangers are used.
  12. 12. STRENGTH Fashionable clothing Global reach Brand valuation Fast and efficient production. Spacious stores Visual merchandising OPPORTUNITY Wide global market Online channels Creating a trademark design WEAKNESS Inadequate supply chain Limited advertising Insufficient product information on their website THREATS Fast fashion competition Imitations Competition in the market
  13. 13. LOGISTIC Zara’s Logistic Strategy Zara changes its clothing designs every two weeks on average. It carries about 11,000 distinct items per year in thousands of stores worldwide compared to competitors that carry 2,000 to 4,000 items per year in their stores. They do only 50 –60 percent of their manufacturing in advance versus the 80 – 90 percent done by competitors.
  14. 14. THANK YOU

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