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1Marketing Theory and Practice(MKW1120)Group Members:Shahryar JivaniFast Fashion: Zara
2TABLE OF CONTENTSPAGE1.0Introduction32.0Contents2.1Target Market2.2Values Demanded by Target Market2.3Positioning2.4Differentiation2.5Marketing Mix2.6Recommended Marketing Strategies4-56-78-99-1011-15163.0 References17-184.0 Appendix19-26
31.0 IntroductionZara was established in 1974,it’sthe flagship brand of Inditex (Industria Del Diseño Textil SA),a company which is located in North-west Spain (Zara, n.d.). In just 43 years Zara has becomeworld’s second largest clothing retail company with 2,200 stores spread across 96 countries.With a brand value of $13 Billion and annual turnover of $18.9 Billion (#46 Zara, 2018)thefactors that differentiates Zara’s business model from that of its competitors is theimprovementtime and vertical integration of projects. A completely new design of clothes can be designed,manufactured and delivered in less than four weeks. Changes in the existing model can be put upin the shops in less than two weeks which is faster than any other brand (The Future Of FastFashion, 2005). In a normal year, Zara delivers more than ten thousand brand new designs andtakes only a whopping 10 to 15 days to go from the manufacturing part to put them on the salesfloor. Zara’s trendy offerings are not just up-to-the-minute but up-to-the-instant (Petro, 2012).The company delivers the vision to give its customers a high-class choice of fashion byproviding a quicker turnover of new stock than any other fashion retailer. Zara aims to contributeto the sustainable development of society and that of the atmosphere which they cooperate(Cartner-Morley, 2013).Zara offers medium priced products which are resembled as trendy, high end clothing.Strategically, Zara splits its focus across all three channelsMen, Women and Kids. Thecompany believes in a vast variety of product lines which their customers or potential customersdemand for. Zara currently produces:Crew Neck t-shirtsV-neck t-shirtsPolo t-shirtsHenley t-shirtsPerfumesFull sleeve t-shirtsHalf sleeve t-shirtsShirtsCapsUndergarmentsJacketsPantsShortsGym ClothesSuitsAlmost everything for men, women and kids. They also keep renovating their stores to keep theatmosphere up-to-date with their standards and so that it does not becomes boring for thecustomers (Wood, 2017).
42.1 Target MarketThe demographic segmentation of Zara is labeled by gender, ethical norms, and age. Zara’smarket is targeted towards women on a larger scale than men. In large stores women clothingtakes up most of the space followed by the men’s section and then the children’s clothing. Thetarget market generally focuses on the customers who are aged 15-45. The company also focuseson customers such as young families, students, and young professionals. The psychographics ismore geared to the young trendy people who are always willing to change and are on the lookoutfor the new fresh fashion trends that can be convenient for any type of lifestyle.These target

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