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
[...] The website also contains the addresses of all Zara stores in the world. It is the communication policy of Zara to avoid hardcore advertising, instead all their marketing is done at the point of purchase, beginning with putting up a storefront that makes the passer-by want to enter it. Conclusion Zara's constantly changing collections have allowed it to develop a unique position for itself in this market. Zara has made itself popular by choosing to set up in good locations, its stores are inviting and its sales teams cheerful. [...]
[...] This explains the growing success of Zara. Zara makes it a point to collect as much information as possible about their customers, their tastes and desires. With 40 " trend sniffers " that scour fashion shows, Zara's designs are inspired by top designers who use less expensive materials. Thus, the brand is able to produce a collection that is part of the current trend and appeals to the consumers. The more the brand is able to respond to almost instant changes in taste and fashion, the more popular it will be. [...]
[...] The clothes at Zara's are predominantly for women. Statistics show that wives spend 48% more on clothing than their husbands do. Each brand uses its own method to win over customers. In this highly competitive market, Zara has managed to be very successful. After a brief presentation of the market, we will analyze how its marketing mix allows it to carve out a distinction for itself and sets itself apart from its competitors and thereby ensures its success - Market analysis of the ready-to-wear sector Clothes have always played an important role in the lives of people. [...]
[...] But other brands are soon to follow and when this happens Zara will be forced to add support to its advertising communication. [...]
[...] Communication is, therefore, closely linked to the distribution. The window: This is the only thing that the consumer can see from the outside, in passing. So, this is an important point and must be designed to encourage customers to enter the store. Zara produces all its own marketing communication. The window display is changed every 8 days as the brand has to convey the image of being ‘trendy'. Its deep windows allow a better stage to set the display on. [...]
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