Comparison Analysis Of Zara

COMPETITORS ANALYSIS IN COMPARISION TO ITS MAJOR COMPETITION:

Distinctive Features

Product Male, Female, Kids

Fast Fashion (up-to-the minute trending wear produced in weeks)

Designer style at non-designer prices Male, Female

Trendy and practical wear

-70% Basic and

- 30% Dressy Male, Female, Kids

Urban casual wear

Fashionable and practical designs

Price Mass-tige (i.e. downward brand extension with luxury) and total value for money Mass-tige

(Luxury for the mass)

Value-for-money

Distribution Exclusive Distribution through its high end attractive retail stores. Up-to 7 Retail Outlets, in a city/ town Selective Distribution:

4 Departmental Stores,

8 Retail Outlets in a city/town Exclusive Distribution:

2 Retail Outlets, only in

Penelope Cruz) and Manifolding shows with designers Own Website

Facebook

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Collaboration with renowned designers (e.g. Stella McCartney, Karl Lagerfield)

Zara has captured the market because of their various interesting strategies, they believe in pacing up quickly to the changing trends thus they launch 12000 trends every year, it only takes 15 days for Zara garments to go from design stage to hanging in the store where as the industry average is 6 months, which makes their customers access trends quicker. This is where Zara, with its highly responsive supply chain, excels.

The success of fast fashion has been a hot topic in recent times. Their concept of “lip to the rack” (i.e. the design of the apparels desired by the customers to the shelves of Zara stores) disregarding the geographical distance and cultural differences enables them get an extra edge over their competitors.

1. CONSUMER BUYING BEHAVIOUR DECISION PROCESS/ STAGES: A. PROBLEM

PURCHASE:

This is where the customer makes the final choice and ends up effectively purchasing the product. This may differ from the purchase decision, time lapse between purchase decision and the actual purchase, product availability.

F. POST PURCHASE EVALUATION

Zara has always enjoyed the positive post purchase behaviour from its customers. This is where the customers hold a positive feedback about their products and happy with their special value preposition.

Example: Due to the happy positive experience of the customers, Zara gets recommended to a wide variety of the customer’s friends, colleagues, etc to purchase their product and who will remain brand loyal.

2. STAGES OF DECISION PROCESS WHICH A MARKETER SHOULD AIM FOR ZARA:

EVALUATION OF ALTERNATIVES AND PURCHASE DECISION: For Zara the main stages would be evaluation of alternatives and purchase decision because apparel is something based on taste and preferences of individual, fitting and availability, the consumer will go to the competitor store if they don’t find what they are looking for this is where a marketer should be aiming at, but Zara does it best by getting the trend at the earliest to the store and by their lip to rack customization strategy. Zara has high brand loyalty because they pricing policy caters to upper middle class and above but during discounts their pricing makes it affordable to the middle class as