ZARA store study

7/30/2019 ZARA store study

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Zara women



About Zara

•Founded- 1975

•Headquarters- A Coruña,Spain

•Industry- Retail

•Products- Clothing

•Parent- Inditex Group

•Founder- Amancio Ortega

• CEO- Pablo Isla Álvarez de

Tejera.



Zara’s Mission

• ZARA’S MISSION TO PRODUCE A FASHION

FORWARD PRODUCT FOR THE MASSES



The Zara’s concept

• Zara´s aim, according toAmancio Ortega,founder of Inditex, is to democratize fashion by

offering the latest fashionin medium quality ataffordable prices.

• What differentiates Zara´s

business model from thatof its competitors is theturn around time and thestore as a source of

information.



• Zara’s vertical integration of design, just-in-time

manufacturing system, deliveryand sales; flexible structure,lowinventory rule; quick response

policy and advanced information technology all combined toenable quick response tocustomer’s changing demands.

• Changes of an existing garmentcan be put on display withintwo weeks, much faster thanthe competition



No Advertising?

WHY? - Don’t need to. Why spoil a goodthing?

Zara advertises but don’t like to pay for them (

free press is plenty). - High speed fashion can’tcope up with advertisements. (By the time anad reaches audience, dress may be sold out orobsolete).



Store Analysis

• The interiors are designed to create a uniqueatmosphere and with attractive window displays.

• The firm spends only 0.3 percent of its annualturnover on advertising, normally at thebeginning of sales season or the occasions of newstore opening.

• The store is considered its most effectivecommunication tool.

• Zara continuously adapts to market demands,aiming to deliver a unique service to thecustomer



• Zara´s promotion strategy is the same in the

domestic and foreign markets. Advertisementcampaigns are carried out only at the start of sales or a new store opening. Zara relies onthe store as its main promotional tool.

• The company uses the name of the firm and aunique brand name for the same productgroup. Examples of these sub-brands are `Zara

Woman´, `Zara Basic´ and `Zara Trafaluc’.



Window display

• Minimalistic closed window display .

• Plain background zara’s brand name.

• Attention seeker- uniquely stylizedmannequins that bring out the designs andattract customers .

• creative freedom in the look of the

mannequins at this store• Pay more attention towards highlighting

garment rather then the theme.



Window display of Zara at phoenix mall

Plain and simple background thatis uniform in almost all the Zara

stores.

Interesting stylization of mannequinsto enhance the beauty of garment

and attract attention

Price chart at the bottom



Another window display of the same store

Colour palette is basically involving neutral

colours.

Combination of forms with lighting ,another interesting element of thedisplay.



Biggest Competitor

• Major Competitors

BENETTON

GAP

HENNES & MAURITZ (H&M) – BiggestCompetitor INSIDE H&M ZARA



Thank you• Nairuti sharma

•

Pratiksha chouhanFC- IV

ZARA store study

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