Zara vs. Hm

Zara positioned its brand on the fashion-conscious market and offered fresh assortments of designer-style clothes and accessories with relatively low prices. Zara had a cost advantage over other competitors due to its low advertising costs. Zara spent only 0.3% of revenue on the media advertising, compared with other retailers. Zara promoted its brand by offering rapid changing product lines and creating customers’ positive word of mouth that resulted. In addition, to target at the ages between 18 and 34 with middle to middle-high income, Zara mainly relied on its attractive stores which located in highly visible locations to project its image. Zara’s frequent refurbishing of store, creative window display and varied staff uniforms also allowed Zara to position its image in the elegant, high-end and fashion-driven market. However, Zara implemented a different positioning strategy for Zara overseas. In contrast to Spain, where all of Zara’s stores were company-owned, Zara used three different methods to enter into the international markets: company-owned stores for high-profile countries, joint ventures for important countries where there were barriers to direct entry, and franchises for small countries. This helped Zara reduce operational risks and gained a detailed insight into local demand. Although pricing was market-based, prices in other countries were higher than in Spain, for example, 70% higher in Americas and 100% higher in Japan. The higher retail prices

Zara is the clothing company, which differentiates itself many areas. It is part of the Inditex Group, which is the one of the largest fashion company in the world. Zara is the first and largest brand of Inditex, it is the brand that has the highest impact on the Group. The first Zara store opened 1975 in Spain, founded by Amancio Ortega Gaona, who had already been in the clothing manufacturing business since 1963, owning several factories. In 1985, Inditex was formed as a holding company for Zara and the other companies in the group. It is presented in 88 countries, with 6,683 stores and 137,054 employees around the world, including 1923 Zara stores. (www.Inditex.com)

The purpose of this article is to analyze and explore the characteristics of the marketing plan. Firstly, it will identify the role and nature of marketing plan. Secondly, it will outlines the structure of the marketing plan. Moreover, the paper will determines the each elements in the marketing plan and the linkage between these elements. Additionally, the two misconceptions will be examined. Last, it will conclude the marketing plan is indispensable to the organizations.

Zara is the flagship chain store of Inditex Group owned by Spanish tycoon Amancio Ortega. The group is located in Spain, where the first Zara store was opened. Zara has opposed the industry-wide trend towards turning fast fashion production to low-cost countries. Possibly its most atypical strategy is its policy of zero advertising; the firm opted to invest a portion of revenues in opening new stores instead. At the end of 2001, it ran 507 stores around the world. While its share of the group’s total sales were anticipated to fall by two or three percentage points each year, it would proceed to be the primary driver of the group’s growth for some time to come, and to

Zara is a clothing company that was founded in 1975 and came from Spain. Its under Inditex group which owns other brands such as Massimo Dutti, Pull & Bear, Oysho, Uterques and many more companies. Zara grew very fast and currently in 2012 has 1,617 stores worldwide. With a large name in the fashion industry, besides that, Zara faces tough competition internationally including H&M, Benetton, and GAP. In order to keep up with the speed chic, Zara need to keep up also with the information system to run their business.

Inditex group is well-known for its clothing brands, which are of high quality and yet, affordable. Its founder Amancio Ortega, is the 4th richest man in the world. In 1963, inditex had been established as a dress-making factory, and then started off a small store in Spain by the name of Zorba in La Coruna, which later changed to Zara. Now it is the world’s favorite fashion brand. Zara is the amalgamation of all these qualities as a Spanish clothing brand and hence become the go-to fashion brand for all. Zara was started as a small store in Spanish, now it is the largest retailer in the world (Lopez & Fan 2009). Zara started to expand its empire to the rest of the country, then later to Portugal. In 1990s, the store has expanded in France, United States and most of the Europe. Currently, there are 6500 stores of Zara across 88 countries throughout the world. Inditex has over 7000 stores across the world. In 1975, it launched the first Zara store and at the

Zara clothing is Spanish based Inditex Group, and launched in the year of 1975. The contribution of sales of Zara clothing is about 63.8% in the group's whole sales of the previous financial year.

While the model itself is often very easy to replicate, technology is essential to creating and enabling novel approaches to business that are defensibly different than rivals and which can be quite difficult for others to copy. The fashion market has changed considerably over the past few decades. Fashion products, which used to be an elite consumption product and now, are mass consumption market, are embodying what has been called “the democratisation process of fashion”. In the last years the fashion market has polarized. On the one hand there are producers and retailers of premium products on a high price level offering luxury products. On the other hand the low price young fashion producers, often foreign international operating chains like the Swedish chain H&M (Hennes & Mauritz), the Dutch chain C&A(Clemens and August ), the Spanish chains Mango and Zara or the American chain Gap. Zara is considered as an example of the relationship between technology and strategic positioning. Inditex describes Zara in this way: “Zara is a high fashion concept offering apparel, footwear and accessories for women men and children, from newborns to adults aged 45. Zara stores offer a compelling blend of fashion, quality and price offered in attractive stores in prime locations on premier commercial streets and in upscale shopping centers. The in-house design and production capabilities enable us to offer fresh designs at out Zara stores twice a week throughout the year. ”Zara’s target market is very broad because they do not define their target by segmenting ages and lifestyles as traditional retailers do. Its target market is a young, educated one that likes fashion and is sensitive to fashion. Today, people around the world through various communication devices have more access to information about fashion.

Zara, a Spanish-based chain owned by Inditex, is a retailer who has taken a new approach in the industry. By owning its in-house production, Zara is able to be flexible in the variety, amount, and frequency of the new styles they produce. With their unique strategy, Zara has the competitive advantage to be sustainable. In order to maintain that advantage and growth they must confront certain challenges that face traditional retailers in the apparel industry such as Hennes and Mauritz (H&M) and The Gap, who differ from Zara because they outsource all of their production, spend more money on advertising, and is price-oriented.

Zara is the clothing retailer the best known as a brand of Spanish holding group Inditex (Industrias de Diseno Textil). First Zara store was opened in 1975,in Spain by Inditex father and founder Amancio Ortegas Gaona. It was first step and strong foundation to his success. Zara became most successful brand in fashion industry and it keeps growing and expanding constantly. There are 1721 Zara stores in 87 countries all over the world. All offer great catwalk fashion clothes for reasonable prices.

Zara is a Spanish company that starts its business as a clothing manufacturer. It started to grow from a small company over the decades until it possesses few factories that allocate their products to other countries. Zara crosses over the border of its own country, Spain and could be found in upscale locations in the cities like Europe, United States, Middle East, and Asia. Zara has its system of 1603 stores in 78 countries. Its stores are located at high-ended places in the world's major capitals, which target at upper-middle level people (INDITEX, n.d.).

The founder of Zara, Amancio Ortega, opened the first Zara store in 1975 in a central street in La Caruña, Spain. It was first featured as low-priced look-alike products of popular, higher-end clothing fashions. The first store proved to be a success, hence Inditex Group started to open more Zara stores in Spain. In order to reduce the lead time and also react to new trends in a faster way, Ortega decided to change the design,

Among fashion design retailers, one of the well known fashion design retailer company is Zara. According to the New York Times (2012) describes that Zara is the Spanish retailer company was founded by Amancio Ortega and Rosalia Mera in 1975. Zara holds other brands such as Pull and bear, Uteque, Massimo Dutti, Bershka and Stradivarius. Zara word is derived from Zorba. The expansion of company started with store opening in Portugal in 1980. Zara got success to put its name in US market in 1989 and French market in 1990. When different brand was introduced and new name was introduced as Inditex. By the time of 2009 it holds one thousand seven hundred and fifty-one stores worldwide which had an income of over nine billion US dollars. The aim of company is to contribute sustainable development of society and that of the environment where they interact. The company focuses on environmental protection and commitments towards the waste by re-using and recycling method.

Zara is a Spanish brand of clothing founded by the visionary Amancio Ortega Gaona and Rosalia Mera in Artexio, Galicia. Zara was founded in the year 1975. It is one of the major selling brands of one of the biggest fashion retailer "INDITEX". Zara is now available in 86 countries with total of 1,763 stores worldwide.

The objective of the goal of this thesis is to get| real life exposure and gives attention to the appropriate marketing strategy in any sort of market situation. After studying some international trade journal noticed that the competition on the on this sector is increasing day by day as new businesses are approaching in the market. Since a result recent day's ZARA is faced with a huge competition. To get preserving its previous position |in the market preparing this thesis has to give attention to the appropriate marketing strategy for ZARA.