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Final Zara

Final Zara

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Published by Rahul Nilangekar

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Published by: Rahul Nilangekar on Jul 12, 2012
Copyright:Attribution Non-commercial

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11/08/2012

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ZARA 
by Gunnlaugur Arnar Elíasson,Sandra Ósk KristbjarnardóttirandClara Sofia Escobar Lopez
BRANDING PROJECT
COMMUNICATION AND MEDIA
 
COMPANY OVERVIEW
Zara is a Spanish chain store of Inditex Group, one of the world’sbiggest retail store in the world, who are also owners of brands likeMassimo Dutti, Pull and Bear, Oysho, Zara Home, Uterque, Stradivariusand Bershka. Founded by Amancio Ortega, he first opened a Zara storein 1975 in downtown A Coruña, Spain, where it’s still home to it’sheadquarters today.At the beginning Zara sold low price clothes that resemble designsfrom the couture designers. Then he changed the design,manufacturing and distribution so he could make clothes quicker, andthat way react to trends faster. This strategy proved so successful thatbetween 1976-1984 Zara extended its network and opened stores allover Spain. In 1988 they opened their first international store inOporto, Portugal, and have been ever since expanding their stores. In2007 Zara’s shop number 1000 was open and in December 2008 theyopened their first Eco-e
f
cient store in Athens, Greece. On 17thDecember 2009 an application for mobiles came out and it wasn’tuntil last year on the September 2nd 2010 that merchandise becameavailable online. Today there are 1688 stores in the largest cities inover 70 countries in Europe, Asia, Africa and America.What is the key to Zara’s success is that it has a quick constantexchange of information. All is managed in one design and productioncentre in Coruña, where there is 3 spacious halls, one for women, onefor men and one for children; it’s much more expensive but they canwork more e
f
ciently.
BRANDING PROJECT
COMMUNICATION AND MEDIA
 
COMPANY IMAGE
Zara is a fast industry but it’s unique business model is based oninnovation and flexibility. They design and distribute a garment tomarket in just fifteen days. They have always-new products but inlimited supply. The costumer feels there is an “exclusivity”, since onlyfew items are on display even thought stores are spacious; they feelthey have to buy it because they won’t find it again.Zara’s designers create approximately 40,000 new designs annually of which 10,000 are produced. These designs resemble latest couturecreations or classic pieces. They are giving the costumer the sameproducts made with less expensive fabrics and lower prices. Theirproduction is massive, of each design they normally make 5 – 6colours and 5 – 7 sizes.They also care about the environment, animals and workers. Two yearsago they demanded their Bangladesh jeans supplier to close theirfactory and built a new one with better conditions for their workersafter they found about the poor conditions in which they whereworking.As well, Zara stores are eco-friendly, is against fur and they useecological fabrics, organic cotton and PVC-free footwear.Mr.Ortega transmits the values of the company which are freedom,perfectionism, responsibility, rapidness, flexibility and respect toothers to his Zara team.
BRANDING PROJECT
COMMUNICATION AND MEDIA

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