Case study: Zara
Created in 1975, Zara is now the third largest company in the world of ready-to-wear garments. The idea of the Spanish designer, Amancio Ortega, was to sell designs copied from luxury clothes at half the price.
The latter is now a billionaire and the head of the holding company Inditex, which has 6 brands: Zara, Massimo Dutti, Pull and Bear, Stradivarius, Bershka and Oysho.
The customer base of ready-to-wear clothes is predominantly female. Indeed, the woman is the person in the household who spends the most on clothing; about 48% more than a man. Each brand uses its own methods to conquer the portfolio of these followers of fashion.
Zara has been very successful in this highly competitive market, but what is the secret of this success? After a brief presentation of the market, we will analyze how the marketing mix allows it to differentiate itself from competitors and ensure its success.
The market analysis of ready-to-wear garments will be discussed in detail through the course of this document.
The garment has always had an important role. Protection in its infancy, it began to represent, over time, more than a tool to keep warm. A true sign of wealth, clothing quickly endorsed the role of seduction. With the postwar consumer, society has developed as fashion. The textile industry, by taking the magnitude made the clothes more accessible. The appearance is now at the heart of our society, the consumer is more demanding, but is it really?
Nowadays, the consumer is very brand loyal. Many women want custom made clothes. They draw well in all major retailers to create their own fashion. This trend is closely linked to the new way to shop for women. It is no longer needs, but desires that drive spending. Buying clothes strolling from shop to shop has attracted the consumers. Shopping malls and stores are full. Shopping has become a favorite among young women.
The ready to wear women's industry is extremely competitive. While price remains important, it is no longer the only deciding factor for purchasing and other criteria come into account. Exemplary quality is extremely important. The arrival of new materials has enabled the client to discover tissue antiperspirant, wrinkle free. Now women want clothes and beautiful designs at affordable prices which, in addition to being well cut, are practical.
Tags: shopping for women, women's requirements for clothes, ready-to-wear garment industry