Zara - History Retailing SWOT

Best global brand in 2013 from interband: http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013.aspx

Zara has 1808 stores in 88 countries, all of them have been designed to create a special atmosphere that allow the customer to feel the pleasure of shopping fashion. Most of Zara’s success lies on its retail strategies. 

 Zara location: they spend little on advertisement. What they care about is their store location. Zara is very careful in selecting their store location. They often choose to build their store in premier shopping streets such as the fifth avenue in New York. Even in mall, Zara is strategically positioned to align its image with high quality and stylish fashion.

In the following map is the location of Zara store in Eaton shopping mall in Toronto Canada. Zara has positioned itself in a high traffic area. 

 

The display window at the front of Zara stores has several functions, including helping attract and draw shoppers inside and allowing them to see the type of clothes offered in store. 

Zara strategically places pot lights aiming at the walls, the wall is being recognised as the most valuable ares at Zara. The right side is usually considered as the highest sales, because most customers would like to turn right when they enter into the store, knowing that, zara put the best selling products on the right. 

Schedule Schedule .History .Zara Retailing .SWOT History History . Background Belongs to Inditex (Spain) Largest international fashion companies Timeline: first store in1975 U.S. store in 1989 expanding in Europe Asian in 2008 Stores: in 88 countries with 1808 Zara stores and 164 Kiddy's Class stores Products: Women; TRF; Men; Kids Zara retailing--Store Format(Retailing): Zara retailing--Store Format(Retailing): .location: The stores are located in highly visible locations Zara invest in prime locations, including the premier shopping streets and upscale shopping centers. Store layout Store layout Display window: attract shopper inside and allow them to see the type of garment offered. Store Layout-wall Store Layout-wall . Zara strategically places pot lights aiming at the walls . Bright lighting: Bright lighting is used in Zara to highlight all vivid designs, and fabric. SWOT SWOT . Strength Fast Fashion：Fast delivery, Affordable price, Latest fashion trends (fashion imitator) Rapid supply chain production plant and logistic system (one warehouse) Strategy location：close to luxury brand store More styles SWOT SWOT . Weakness Competitive market: H&M, Mango Quality : America V.S China（content of methanol and PH Value） In store service SWOT SWOT . Opportunity There are more global markets that they can explore They can also enter into new segments and Online marketing Advertising expand those areas where they haven’t SWOT SWOT . Threats: Intense competition: H&M, Forever21, High Labor cost in European countries