Marketing Strategies Of Zara And H & M Stores

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A comparison of the Marketing Strategies of Two “Fast Fashion” retailers, ZARA and H&M 1.Introduction ZARA is a Spain’s famous clothing and accessories brand and it is subordinate to the Inditex, which is one of the largest apparel retailer in the world. Inditex has nearly 2000 stores in the world. ZARA is one of the most popular brands of Inditex and is thought to be one of the most valuable brands in Europe. ZARA has stores in 57 countries. Although the number of ZARA’s chain stores only accounted for 50% of Inditex, its sales accounted for about 75% of total. Swedish clothing company H&M (Hennes&Mamitz) was established in 1947 by ErlingPersson. For now, 29 countries and regions in Europe and in North America have H&M stores. H&M sales about 0.5 billion goods per year, has become one of the most popular fast fashion retailer in Europe. These two apparel retailers can achieve success in Europe and the international market, attribute to their unique marketing strategies. This project aims to compare the marketing strategies’ similarities and differences between these two retailers and to draw some useful experience for the apparel retail industry. 2.Comparison of Marketing strategies 2.1Product Strategy Zara and H&M are adopted in a much variety and small quantity. They all break the season limit of traditional clothing industry and promote new products for consumers to choice continuously in a season. The achievement of Zara’s product strategy of much variety and

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