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Zara started operations in Spain in 1975 with a single store.

Today Zara has as many as 1,520 outlets across 74 countries


worldwide, churning out annual turnovers of 6,824 million Euros. 75% of these total earnings are a part of their international sales.

Zara has built its strategy around consumer trends, embracing


the fast-changing tastes of its customers.

Stores Visited

Palladium Lower Parel Phoenix Market City Kurla Mumbai

The Target Customer

Target Market
Zaras target market is the educated, relatively middle-class to higher
class, including students, young professionals and young families and are highly sensitive to the latest fashion trends.

Zara's target market is based on women and men aged 15 to 45, and
children. Zara recognized a gap in the market for making high quality,

affordable range of designer clothing adaptable to the tastes of the


local clientele.

ZARAS IMAGE
Zaras image and positioning strategy are global but adapted for each country since consumers perceive the brand as a fashion brand. Zara imitates luxury companies: choosing the best locations in the main cities, showing just selected looks in their windows, through sophisticated merchandise displays inside the stores. Zara uses its flexible business model to adapt to changes occurring during a season, reacting to them by bringing new products to the stores in the shortest possible time.

Zara is particularly innovative in responding to customer requirements and providing an excellent in-store experience. All brand touch points such as space, merchandise assortment, style, etc. conform to the customized service brand image.

Zara hasnt created too strong a presence for the Zara brand or too specific an image of the Zara Woman or the Zara Girl (unlike the Mango Girl of Spanish competitor Mango).

Has Zara been able to achieve this image in the consumers mind?
Yes!
Zara has established itself as a brand that provides otherwise inaccessible fashion trends as affordable, accessible and yet

exclusive.
Its merchandise is sophisticated, but is reasonably priced for its target audience.

A Zara customer believes he/she will find the latest international


fashion styles in the store.

Visual Merchandising at ZARA


Although sharing the same set of principles, each ZARA store is unique and adjusts to different cultures and environments. The store is the companys main image vehicle.

Projects are designed individually to confer maximum visual and functional advantage to the store, by turning each establishment into a special place.

Visual presentation has an advantage over broadcast and print advertisements over 60% of all women get their clothing ideas from store displays.

ZARA Appearance
(Store Visit Observations)
Shelves are minimalistic

They dont keep a lot of merchandise on the top shelves for


display to avoid clutter.
For instance, in about a 1.5 meters wide shelf, they did not showcase more

than 3 bags

Therefore, the number of products displayed is limited For accessories and shoes, displays are clustered as per the type of product

With Zara, you dont have to be a millionaire to look like a million dollars!

Thank you!