Market Research
ZARA
• Brand Wheel • Zara Business model • Marketing Objective • Marketing vehicle/ Ways • 5 Learning's from Amancio Ortega
Zara – Brand Wheel
Attributes Benefits Values Personality Fashionable clothes, Varied assortment, Trendy colors, feminine cute
Fashionable Product lines for moderate costs , Customer- centered business, Runway trends adapted for the streets
Fashion – oriented women, Trendy in every situation, feeling good about looking good Fashion – friendly, Feminine, Hot and trendy
Brand Essence
High – Street Fashion
5 5 keys of Zara Business Model keys of the Zara business Model
Store
Teams
Customer
Logistics
Designs/ Production
5 keys of the Zara business Model
Customer
“Main driving force behind the Zara Brand” Lead role in: • Store design • Production • Logistics • Team
Customer
Store
Designs
Logistics
Teams
5 keys of the Zara business Model
Store
“Meeting point between the customer & the Zara Fashion offer.”
a. 1520 + Stores collect information regarding customer demands.
b. New products introduced twice a week c. Top locations - 17 visits / year/ customer
d. Meticulously designed shop windows
e. Maximum attention to interior & exterior architectural design f. Appropriate coordination of garments
g. Excellent customer care
Customer
Store
Designs
Logistics
Teams
5 keys of the Zara business Model
Design & Production
“Inspiration comes from the street, music, art… but above all, the stores.”
a. Proximity of production facilities b. Immediate reaction to trends c. Continuous work for all teams d. Managers – teams – customer demand – forms, designs, fabrics, compliments e. 1,186 suppliers, 200 designers
Customer
Store
Designs
Logistics
Teams
5 keys of the Zara business Model
Logistics
“ Highly frequent and constant distribution permitting the offer to be constantly renewed.”
a. 697 million garments distributed 5000 employees at logistics
• Brand Wheel • Zara Business model • Marketing Objective • Marketing vehicle/ Ways • 5 Learning's from Amancio Ortega
Zara – Brand Wheel
Attributes Benefits Values Personality Fashionable clothes, Varied assortment, Trendy colors, feminine cute
Fashionable Product lines for moderate costs , Customer- centered business, Runway trends adapted for the streets
Fashion – oriented women, Trendy in every situation, feeling good about looking good Fashion – friendly, Feminine, Hot and trendy
Brand Essence
High – Street Fashion
5 5 keys of Zara Business Model keys of the Zara business Model
Store
Teams
Customer
Logistics
Designs/ Production
5 keys of the Zara business Model
Customer
“Main driving force behind the Zara Brand” Lead role in: • Store design • Production • Logistics • Team
Customer
Store
Designs
Logistics
Teams
5 keys of the Zara business Model
Store
“Meeting point between the customer & the Zara Fashion offer.”
a. 1520 + Stores collect information regarding customer demands.
b. New products introduced twice a week c. Top locations - 17 visits / year/ customer
d. Meticulously designed shop windows
e. Maximum attention to interior & exterior architectural design f. Appropriate coordination of garments
g. Excellent customer care
Customer
Store
Designs
Logistics
Teams
5 keys of the Zara business Model
Design & Production
“Inspiration comes from the street, music, art… but above all, the stores.”
a. Proximity of production facilities b. Immediate reaction to trends c. Continuous work for all teams d. Managers – teams – customer demand – forms, designs, fabrics, compliments e. 1,186 suppliers, 200 designers
Customer
Store
Designs
Logistics
Teams
5 keys of the Zara business Model
Logistics
“ Highly frequent and constant distribution permitting the offer to be constantly renewed.”
a. 697 million garments distributed 5000 employees at logistics