Zara Marketing Strategy

In the field of fast-retailing business leading positions are hold by such brands as Zara, H&M, Mango. Three international retailers of clothing which have their stores worldwide. Each company is highly competitive on contemporary fashion market and uses effective marketing strategies according to business model of manufacturing and retailing. Zara is the youngest, but very perspective company. Zara is a subdivision of a large group Inditex which specializes in manufacturing and retailing different clothing. Group «Inditex» is a global specialized retail corporate structure that develops, manufactures and sells clothing, shoes and accessories for women, men and children all around the world. Zara is the biggest and the most internationalized

It means that every store is centrally located in almost every country and large cities around the world. Besides, all the stores of Zara are large and spacious and of course, cozy and comfortable to shop. Zara is known for raising its budget because of the fast filling the stores with the clothing recently used in catwalk styles. Sometimes, a designer and unique dress or any kind of clothes photographed during fashion week will not be delivered in stores for months, but sometimes very like it can be delivered to any Zara store in a couple of weeks. More than 50 percent of the clothes is made and designed in Zara’s own factories and Inditex described Zara in this way: “Zara is a high-fashion concept offering clothes, footwear and accessories for women, men and children from newborn 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” (Tungate, 2004). Zara’s most important step towards international expansion was given on April 10, 2002, time when the first store was opened in Milan, the world metropolis of modern fashion (Tungate, 2004). A three-story former cinema in the most commercial street of the city was chosen to open it. Success was immediate. Under the motto of being a fashionable and innovative brand with competitive prices, it prospered and became a giant in the retail sector, conquering markets in many countries, completely outperforming the competition. In 2005, Europe’s chic principality of Monaco, surrendered to the charms of the Spanish brand - Zara - by winning the first store. Recently, in 2010, Zara launched for the first time a website and Facebook page to become a global e-commerce force. source In the beginning, the brand opted to launch the website in Spain, France,