ZARA

By:
Nitika Kapoor
 INTRODUCTION

• Founder- Amancio Ortega.

• Founded- Spain (1975).

• Parent- Inditex Group, who also owns Pull

and bear, Bershka, Oysho etc.
 INTERESTING FACTS
• “ZARA is possibly the most innovative and devastating retailer in
the world”.
- Daniel Piette
Fashion Director
Louis Vuitton

• ZARA has been described as a “Spanish Success Story”.

- CNN
• Only Spanish brand to be featured in the list of ‘ The 100 Top Global
Brands’ in 2005; positioned in the 77th place.
 CATEGORY

MEN WOMEN KIDS

MERCHANDISE ASSORTMENT

DENIMS

SHORTS T-SHIRTS

MEN’S,
WOMEN’S
& KIDS’
COATS &
FOOTWEAR
JACKETS

TROUSERS
SHIRTS
 DISPLAY AND ATMOSPHERE
• Size- 16,000 sq ft.

• Well utilized space for easy movement and well directed to all categories. Eg. Stock for Sale after new collection.

• Fashion Changes every fortnight .

• Shopping at Zara a worthwhile experience

– Soft music

– Pleasing fragrance

– Well lit

• Neutral coloring
– Grey floor tiles
– Mix of white walls and wooden walls
makes the colorful merchandise appear more attractive, contribute to
the warm style.
 A.I.D.A
• ATTENTION
• INTEREST
• DESIRE
• ACTION
 ATTENTION
Invites the customer

• Location- easy accessibility

• Window display- good movers/ aged merchandise
 INTEREST
Arouses curiosity in mind/ Stimulates

• Shoppers are enveloped by:

– welcoming staff
– well displayed merchandise
– Signage where required
– Medium quality fashionable clothing at affordable prices

Seperate shelves

Free standing racks

 DESIRE
Facilitates decision making
• Price

– Apparels : Rs.450- 4,000

– Accessories: Rs. 700- 2,000

• Merchandise Mix

• Feel of the product.

 ACTION
Conversion

• Styling matches with the target consumer

psyche

• Conversion of Shoppers into buyers.

 REFERENCES
• http://en.wikipedia.org/wiki/Zara_(clothing)
• Mr. Anurag Goyal – Fashion Consultant
• Mr. Abhijeet- Assistant store manager
 RECOMMENDATION
• Invest in internet retailing

• Decentralization

• Expanding its local market share

THANX!!