Submitted by – Siddharth kumar (BFT/1

ABOUT THE BRAND

• Zara is a Spanish clothes and accessories brand, it is the flagship brand of the Inditex group. Few clothing brands keep up with the
latest fashion, are of high quality and yet, affordable. It is probably the amalgamation of all these qualities that made Zara, the Spanish
clothing brand become the go-to fashion brand for all.

• Zara was founded by Amancio Ortega and Rosalía Mera in 1975 in

downtown Galicia in the northern part of Spain. Its first store featured
low-priced lookalike products of popular, higher-end clothing and
fashion. Amancio Ortega named Zara as such because his preferred
name Zorba was already taken. In the next 8 years, Zara’s approach
towards fashion and its business model gradually generated traction
with the Spanish consumer. This led to the opening of 9 new stores in
the biggest cities of Spain.
 POSITIONING STRATEGY
• Zara has targeted the young customers mainly. Its target audience is the millennial
generation. They are price sensitive young people. They want their fashion
affordable but trendy.
• Zara has sharply targeted this segment using the latest styles and low prices.
 However, that does not mean that Zara has compromised on quality. Its fabrics are
still of sufficiently good quality but generally meant to be used for just a season.
• Zara targets mainly the women who comprise that largest part of its target segment.
Apart from them, men also comprise a smaller segment of its target market and the
smallest segment is that of the kids. Women are more than half of its target market
while men and kids make for 40% of its target market (Harbott, 2011).
• Zara has positioned itself as an affordable fashion brand for the young people.  Its
most unique feature is that fashion seasons come and go here faster than the rest of
the fashion world. It also provides a larger assortment of designs and styles
compared to the average retailers.
 up-
to-date
designs

High quality Low quality

Outdated
designs
 TARGET CONSUMERS
 
• TARGET CONSUMERS:MEN AND WOMEN AGED BETWEEN 17-30
 
• ECONOMIC STATUS: MIDDLE CLASS AND HIGH CLASS
 
• DESCRIPTION:YOUNG, STYLISH,CLASSY,UP-TO-DATE STYLES
 
• GEOGRAPHY :FOUND IN STAND ALONE STORES OR IN MALLS
 
 
 
 MARKETING MIX- THE 4P’S OF
ZARA
 PRICE

PRODUCT

PLACE

PROMOTION
 PRICE
• The pricing strategy of Zara is focused at the average shopper that wants the latest in fashion at
affordable prices.

• Zara is a fast fashion brand selling affordable clothing. Its apparel is priced to cater to the price
sensitive consumers who want latest fashion but not at high prices.

• The affordable pricing strategy has helped it address the needs of a very large consumer segment.

• Latest fashion at affordable price is highly popular among the millennials.

• This type of pricing strategy has also helped at two other points. It has helped create a unique
brand image and grow market share faster.
 PRODUCT
• Zara is fast fashion brand – a maker of apparel that has earned a lot of growth and reputation in a short period. It
identifies the latest trends in fashion and brings them quick to its stores at reasonable prices. 

• However, the products can be different from market to market which is because Zara does its research before
releasing any product in the specific markets world over.
• It sells products that suit the local culture and people’s taste. It is best known for its latest styles and trending designs

• IT TOOKS ONLY 15 DAYS FOR ZARA TO BRING THEIR DESIGNS INTO THEIR STORES .
• Zara is one of the leading luxury fashion labels in the world. Zara’s offer products for men, women and children. It
offers jeans, trousers, tops, skirts, knitwear, T-shirts, shoes, bags and accessories. All these are the product strategy in
the marketing mix of Zara. It is a one stop solution for everyone whether you want to buy formals or causals. One
can choose from different styles Zara has to offer. It launches at least 10,000 new designs in a year. Zara products are
a hit with the high end fashionistas as well as with the masses. The taste of the target market influences the
availability of products line.
• Zara also teams up with local talent to provide best fashion trends.
• Zara believes in sustainable development and is committed to reduce the production of waste. It recycles its
hangers and security tags. Zara gives out their products in paper or biodegradable plastic bags. Zara uses ecological
fabrics like organic cotton in the production of some of their items. These products have a unique and distinct label
which can be identifies easily.
 PLACE

• Zara has enormous reach with stores in 93 countries, with over 7292 outlets. Zara also sells through its online store.
All these cover the marketing mix place & distribution strategy of the brand. It is a vertically integrated company.
• Zara’s supply chain is what provides them a competitive advantage. It uses its unique business model to bring new
products and fashion to the market in shortest time possible.
• Store managers send orders to the headquarters twice a week based on the sales data of the store and the shoppers’
preferences.
• The commercial team compiles the order then sends it to the manufacturing hub. The commercial team also
coordinates with the in-house designers to find out new trends and develop new products. New products are produced
in relatively small batches which helps them give exclusivity.

• Most of the Zara stores are owned by the company and are not a franchise. This helps in keeping the shopping
experience at Zara intact and constant be it London or Paris or New Delhi. The stores are located in posh locations
and are spacious and modern in look with walled mirrors and excellent lightings.
 PROMOTION

• The promotional and advertising strategy in the Zara marketing strategy is as follows:
• Zara barely spends any money on advertising. It is famous for being press shy. Even its owner never gives any press
interviews.
• Unlike its competitors, Zara doesn’t engage in any flashy campaigns. This is the reason why Zara’s advertisements
are not visible on television.
• Zara’s unique selling proposition is its short processing time, a large variety of styles and affordable pricing. It relies
on word of mouth promotion and social media rather than expensive marketing tools.
• Zara’s social media reach is quite exceptional. It has 2.5 million followers on Facebook and 15 million followers on
Instagram. It is interesting to note that Zara doesn’t put its logo on their products.
• Zara prefers spending their percentage of revenue in opening new stores. The brand spends money on expensive real
estate for its stores and on its décor. Zara believes that its show windows are suffice for advertisements and they do
not need anything else to sell their products. This concludes the marketing mix of Zara.
ZARA’S NEW SUSTAINABLE VENTURE ZARA HOME
CONCLUSION :

• The main reason behind zara’s success is it Focuses On Pulling People In, Not Pushing Product Out
• Zara has evolved to 4Es of marketing – Experience, Exchange, Evangelism, Every Place -- with customer at the
center
• Zara makes customer experience king- While Zara is an excellent purveyor of product, it also capitalizes on
the store experience by continuously offering reasons for customers to visit the stores and catch the hottest
trends at affordable prices
• Zara exchanges with customers for value- Zara masters the concept of exchange as it is not the cheapest in the
fast-fashion arena, but it consistently delivers branded value of trend-right product at appealing prices.
• Zara creates brand evangelists- By making the brand experience meaningful and the exchange valuable, Zara
taps the potential of its customers to evangelize the brand.
• Zara is every place the customer needs it to be- Zara has the courage to continually strengthen their portfolio
of stores by closing unprofitable ones, opening new markets, and expanding sister brands in existing markets
• Zara is all about the customer- “Zara actually listens and reacts to customer feedback as its most valuable
brand asset to improve its products and services
• these all crucial factors makes zara a fashion retail giant.it differentiate the brand with competition .
BIBILIOGRAPHY :

• https://www.mbaskool.com/marketing-mix/products/16999-zara.html
• https://www.marketing91.com/marketing-mix-zara/
• https://www.youtube.com/watch?v=OZ0Y79DhKkI&t=490s
• https://www.youtube.com/watch?v=Ir1b-ez2x5g
• https://www.forbes.com/sites/pamdanziger/2018/04/23/zaras-difference-pull-people-in-not-push-product-out/
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