Zara Demographics

Reader Profile

• Age range; 18-40 
• Mid-ranged income
• For people who are interested in the latest fashion trends, and wants fashionable, and on trend garments at affordable prices.
• Cater for both a smaller size and plus-sized customers
• Aimed at customers with a 'hectic' lifestyle, people with full time jobs
• Heavily influenced and moved by European fashion

Zara sells quality, fashionable products at reasonable prices and based on product positioning. Zara also has the ability to design and finish products to be delivered in stores within 4 to 5 weeks, which allows quick turn around within the stores. The company is able to quickly respond to fluctuation customer demand in fashion trends. 

Zara's USP- Unique Selling Point

"To create or imitate the latest trends within a short two-week period: the new styles are available on sales floors for no longer than 4 weeks. In the case that a product does not sell, its inventory is immediately pulled from the floor and discontinued after one week". 

"Zara is said to have the most unusual strategy...its policy is zero advertising: the company preferred to invest a percentage of revenues in opening new stored instead".

Marketing Techniques/Brand Ethos

• Affordable prices
• Having a unique response to high market demands
• Fast response to fashion trends 
• "Every customer must be heard and we take care of every store as if it were the first one".
• "The secret to Zara's attraction is that, although shopping there is cheap, it doesn't feel cheap. The stores are large, smart, modern and centrally located. The clothes are given room to breathe and unless there is a sale on, so are customers". 
• "Zara does not compete on price. The usual Zara customer is not very price sensitive. Zara rather competes on fashion and they can only do that by having that quick response capability.  

Competition 

"Zara's choices about how to compete, particularly ones connected to its quick-response capability and the ways in which they create competitive advantage". 

Mango 

H&M 

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