Case Study Of Zara

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Zara is Spanish clothing and accessories retail store in Arteixo, Galicia; was founded by Amancio Ortega and Rosalia Mera on 24th May, 1975. Zara just needs two weeks to develop a new product and get it to stores, compared to the six month industry average and launches around 10,000new designs each year. There are 1763 stores in around 78 countries worldwide. Zara has continually maintained its mission to provide fast and affordable fashion items and accessories. Their approach to design is closely linked to their customers. (Industria de Diseno Textil) Inditex of Spain, the owner of Zara and five other apparel retailing chains continued a trajectory of rapid, profitable growth by posting net income of €€340 million on revenues of €€3,250 million in its fiscal year 2001. (1)
Zara’s Brand Wheel:-
According to the case study, Zara includes 5 points in its brand wheel which leads the store to the success and helps to achieve the goal for profitability easily. First one can be said as Attributes which includes trendy colors, feminine cuts, fashionable clothes, varied assortment and so on. Second includes the Benefits like it is a customer centered business, consists of fashionable product lines for moderate costs, runaway trends adapted for the streets, etc. Third can be said as its Values, which mainly include fashion which is trendy in every situation, fashion oriented women, feeling good about looking good, and so on. Brand wheel of Zara’ fourth point was the Personality which consists clothes that are fashion friendly, feminine and also hot and trendy. And at last the Brand Essence of Zara which includes the High Street Fashion.(1)
Zara’s Vision: “Zara is committed to satisfying the desires of our customers. As a r...

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... unordinary supply chain, which gives them a highly competitive advantage. They also successfully introduced a new, unique business model into the apparel manufacturing and retail industry. Zara chose to handle design, production and distribution in-house and concentrate the whole production close to their headquarters in Spain. By the entire process, Zara can react much faster than its competitors do to both the ephemeral trends in the world of fashion and the capricious tastes of its customers. They have achieved their success by thinking out of the box. Their success is directly related to their ability to understand their customer’s most innate needs and desires and tie these to successful innovation strategies, which ultimately lead to these new and unique approaches to their business.
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