Product or service Customer Profile Clothing Baby Kids Men Women Assessories

Product or service customer profile clothing baby

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Product or service Customer Profile Clothing Baby Kids Men Women Assessories Mostly men and women Advertising: what makes Zara truly unique: the company only spends about 0.3% of sales on advertising , and doesn’t have much marketing to speak of. Consider that the industry average marketing spend for retail is 3.5%. But what appeals to customers is its exclusivity and the fact that the brand isn’t plastered on every billboard. Shoppers feel like if they buy a shirt at Zara, five other people won’t have that same shirt at work or school. The fact that the store stocks little inventory helps with that exclusivity factor. There’s the sense of being in a cool kids’ club when the brand stays underground in terms of advertising. TASK 4B Objective: To provide you with an opportunity to write a positioning implementation plan containing several options, in accordance with organizational requirements. Targeting: Due to Zara’s competitive customer research capabilities, its product offerings across its stores globally reflect unique customer needs and wants in terms of physical, climate or cultural differences. It offers smaller sizes in Japan, special women’s clothes in Arab countries, and clothes of different seasonality in South America. These differences in product offerings across countries are greatly facilitated by the frequent interactions between Zara’s local store managers and its creative team. Market Positioning: Fashionable, affordable clothes Zara’s strategy is to offer cutting edge fashion at affordable prices by following fashion and identifying which styles are “hot”, and quickly getting the latest styles into stores. They can move from identifying a trend to having clothes ready for sale within 30 days (where as most retailers take 4–12 months). This is made possible by controlling almost the whole garment supply chain from design to retail. Large choice of styles Zara produces around 12,000 styles per year (compared to the retail average of 3,000), which means that fresh fashion trends reach the stores quickly. A typical Zara’s customer visits the store 17 times
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