Zara Case Study

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ZARA CASE STUDY [pic] Introduction The history of Zara started in 1975, when the first store has been opened in Spain. It has been followed by several other stores all over the world. The company’s owner, Amancio Ortega, accumulated 340 million Euros (according to 2001 datas), which is a remarkable growth if compared with other companies. Zara’s brand has become popular because of its quality and efficiency. The secret of Zara is to understand the customer’s need and demands and respond to those needs quickly. In order to speed the design process he partnered with Joseph Castellano, who reduced the process to just 10-15 days. The manifacturing and distributing process is so fast that Zara needs onlt two weeks to develop a…show more content…
Promotion: Zara’s promotion policies don’t exist, and the only way to promote products is the sale period, which is based on the European holidays standards. Question 3 “Identify and describe the different consumer need and profiles of Zara customers in different markets.” Zara’s customers have different needs and belong to different profiles. There are also many different customer attitudes and preferences to take into account as well. For example, Germans are more interested in price than French people, tastes are based upon the variety of clothing and the quality exhibited. This meaning German were concerned with what other options the market offered in terms of a getting a good price (like a substitute). The French and Italian were more affected by the fashion in the market place then other ethnicities like the German or British. The Japanese teenager market was noted for one of the trendiest in the world while the overall Japanese community was perceptively noted as formal. However, the U.S teenager market research found them to be less fashionable and trendy. Zara also found out that countries were influenced by global and local trends and also by other components of the popular culture worldwide. The media’s influence on the society of fashion really affected people’s taste and people started to mix what they saw on magazines and TV shows (

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