Scribd
Upload
2K views15 pages

Zara - VM

Zara is a Spanish clothing retailer founded in 1975 by Amancio Ortega that has become renowned for its ability to quickly translate fashion trends into affordable clothing. Zara employs a business model focused on vertical integration that allows it to get designs from concept to stores in just 2 weeks. This rapid response time has helped Zara become the most innovative and devastating retailer in the world. Zara aims to attract customers through well-located stores with inviting displays of frequently changing merchandise and uses the AIDA model to guide customers from attention to interest to desire to action.

Uploaded by

Nitika Kapoor Malik
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
2K views15 pages

Zara - VM

Zara is a Spanish clothing retailer founded in 1975 by Amancio Ortega that has become renowned for its ability to quickly translate fashion trends into affordable clothing. Zara employs a business model focused on vertical integration that allows it to get designs from concept to stores in just 2 weeks. This rapid response time has helped Zara become the most innovative and devastating retailer in the world. Zara aims to attract customers through well-located stores with inviting displays of frequently changing merchandise and uses the AIDA model to guide customers from attention to interest to desire to action.

Uploaded by

Nitika Kapoor Malik
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 15

ZARA

By:
Nitika Kapoor
INTRODUCTION

• Founder- Amancio Ortega.

• Founded- Spain (1975).

• Parent- Inditex Group, who also owns Pull


and bear, Bershka, Oysho etc.
INTERESTING FACTS
• “ZARA is possibly the most innovative and devastating retailer in
the world”.
- Daniel Piette
Fashion Director
Louis Vuitton

• ZARA has been described as a “Spanish Success Story”.

- CNN
• Only Spanish brand to be featured in the list of ‘ The 100 Top Global
Brands’ in 2005; positioned in the 77th place.
CATEGORY

MEN WOMEN KIDS


MERCHANDISE ASSORTMENT

DENIMS

SHORTS T-SHIRTS

MEN’S,
WOMEN’S
& KIDS’
COATS &
FOOTWEAR
JACKETS

TROUSERS
SHIRTS
DISPLAY AND ATMOSPHERE
• Size- 16,000 sq ft.

• Well utilized space for easy movement and well directed to all categories. Eg. Stock for Sale after new collection.

• Fashion Changes every fortnight .

• Shopping at Zara a worthwhile experience

– Soft music

– Pleasing fragrance

– Well lit

• Neutral coloring
– Grey floor tiles
– Mix of white walls and wooden walls
makes the colorful merchandise appear more attractive, contribute to
the warm style.
A.I.D.A
• ATTENTION
• INTEREST
• DESIRE
• ACTION
ATTENTION
Invites the customer

• Location- easy accessibility


• Window display- good movers/ aged merchandise
INTEREST
Arouses curiosity in mind/ Stimulates

• Shoppers are enveloped by:


– welcoming staff
– well displayed merchandise
– Signage where required
– Medium quality fashionable clothing at affordable prices

Seperate shelves

Free standing racks


DESIRE
Facilitates decision making
• Price

– Apparels : Rs.450- 4,000


– Accessories: Rs. 700- 2,000

• Merchandise Mix

• Feel of the product.


ACTION
Conversion

• Styling matches with the target consumer


psyche

• Conversion of Shoppers into buyers.


REFERENCES
• http://en.wikipedia.org/wiki/Zara_(clothing)
• Mr. Anurag Goyal – Fashion Consultant
• Mr. Abhijeet- Assistant store manager
RECOMMENDATION
• Invest in internet retailing

• Decentralization

• Expanding its local market share


THANX!!

You might also like