Zara Marketing Strategy 

In a very short time, Zara has become one of the most successful fashion retail brands
in the world. With the dramatic introduction of "fast fashion" - which are affordable
and stylish clothes, Zara was able to create a passion for fashion amongst a broad
spectrum of customers. Kids, women, men, elders, all age groups, and cultures can try
out Zara's items just to love them. The result is the brand's sales keep getting higher,
and the market share keeps increasing.

To achieve such spectacular results, Zara doesn't market itself the way other fashion
brands do. It has a clever marketing strategy that can differentiate itself and find
higher visibility as well as loyalty. There are many factors that contribute to the
success of Zara, but one key strength is definitely Zara's marketing method that
focuses on the customers.

To get a better understanding of Zara's marketing strategy, we need to see all the
important sides of marketing. This leads us to a traditional marketing research
method, which is called the 4p's strategy, which includes products, place, price, and
promotion. Let's see how Zara strategizes in these four sections.

Products
Zara is an "instant fashion" brand, which means it identifies the latest fashion trends
and brings the design to its stores quickly at reasonable prices. This is the source of
the brand's quick growth and reputation. The brand's products look somewhat similar
to the hottest items in the market, but they have different traits depending on
specific markets. Zara does its research before releasing anything to suit the local
culture and people's tastes.

Place
Zara has nearly 3000 stores worldwide, but the even more incredible fact is that it is a
vertically integrated retailer. This means Zara does all of the designs, manufacturing,
and distribution itself without third-party suppliers. This brings the same environment
and experience for customers everywhere. Its store's design is modern, luxurious, and
predominantly white.

Price
Zara's pricing strategy focuses on the average shopper that wants the latest fashion
items at affordable prices. So its prices have to be catered to the price-sensitive
buyers as well. The pricing strategy that Zara applied helped its products meet the
needs of a very large consumer segment. But Zara doesn't compromise the product's
quality, so it will be lower when compared to other brands such as Hugo Boss or
Uniqlo.

Promotion
One thing to note is that Zara spends very little on promotion campaigns compared
to average fashion retailers. It just simply doesn't market itself as aggressively as
other companies. But this doesn't mean it has no focus on marketing. Zara mainly
focuses on opening new stores and word of mouth. The key promotion strategy of
Zara is based on experience, exclusivity, affordability, and differentiation.