Background Information About Zara Company

Background information about Zara. Brand positioning. Brand identity prism. Brand equity. Recommendations. References.

Zara belongs to an Inditex Group it is a fast fashion, high street brand. It was founded in 1975 in Spain (Brandirectory.com, 2019) and as of 2019 became the second ranked in the world clothing company. Forbes ranked Zara as 46th most valuable brand in 2018. At the moment it has over 2,200 stores in 96 countries (Forbes, 2019). Zara focuses on very trendy clothes and cheap prices making the brand loved by many young adults. It is the leading brand among high street fashion brands and has developed an amazing customer relations and item distribution process. Zara has the fastest idea to shelve product delivery and can design new items and make them available in the store in two weeks’ time (Bhasin, 2019).

Zara produces items for style conscious men, women and children. They sell not only clothes, but the brand has breached out to shoes accessories, beauty products and home decor pieces. They do basic everyday wear designs such as jeans, t-shirts and hoodies to more trendy and modern designs such as slip on, cow print mules, neon belted blazers.

Zara has adapted 4Es of marketing strategy instead of 4Ps which are used by most of Zara’s competitors. 4Es of marketing stands for experience, exchange, evangelism, everyplace and are solely revolving around customer and their needs and wants. (Poulou, 2018)

Zara is seen as good quality and very trendy brand, looking at the first positioning map and comparing it to its competitors like Mango, H&M, Gap and Topshop on price and emotional value to customers Zara can be seen as creating high emotional value to customers while still keeping affordable prices. The most out of its competitor since they implemented 4Es of marketing, which focus more on customer relations instead of the 4Ps.

Due to its very fast clothes distribution, Zara is able to keep up with the current trends, better than their competitors, and also due to the distribution centres all close to main office and owned by the company the costs are kept low. The demand for items is kept high by keeping the supply low similarly like in luxury brands, thus creating a want for the items sold.