What is Zara’s marketing strategy?
What is Zara marketing strategy? In case you haven’t noticed yet, the best fashion brand uses marketing to stand out from the competition.
And a brand that knows this very well is ZARA, a brand from the Inditex group. Ever since its launch, they have been able to consult with experts or create a ZARA marketing plan. This is how, today, they have good positioning and the loyalty of their clients.
As a result, we can say that ZARA is one of the best clothing brands in Spain. However, many wonder how this chain of stores became so famous, not only in this country but the world. This is thanks to their marketing strategy which has allowed them to carry out the right actions.
What is Zara’s secret to its marketing strategy?
The ZARA brand has its secret when applying the corresponding marketing strategies. Of course, the fact that everything works out for it does not mean that it has always been this way. There may be errors when applying certain actions, but the important thing of all is to correct them in time.
For this brand to achieve the fame it has today, it has taken into account the information provided by all its clients. Besides, to meet the needs of its network, it pays attention to the newest trends. This way, they can easily keep up with them and only offer the best of the best.
A fun fact is that most fashion companies take months to achieve this process. In contrast, ZARA can quickly analyze all the information related to its network. This is thanks to its experience and its team of marketing professionals.
This is one of the most obvious reasons why this brand remains one step ahead of others. In fact, to amaze you, even more, ZARA may only take 15 days to offer the latest trends in their stores. Meanwhile, other companies will still be in the process of even researching them.
What is Zara’s business strategy?
After learning these interesting details, you may now want to know what ZARA’s digital marketing strategies are.
The speed with which it responds to customer needs is one of the keys to its efficiency and attached to these other actions cannot be lacking.
That is why we have listed the characteristics of ZARA’s business strategy to offer a better explanation:
The objective of your investment
In ZARA’s commercial strategy, the investment isn’t destined to advertising on television, press or radio, unless there is a reduction or promotion to be announced.
The digital presence
Although ZARA doesn’t give importance to advertising in the aforementioned media, this brand has never stopped making a presence through social media, so knowing technology advances is a plus.
The production processes
ZARA’s production process can be very peculiar when compared to others. 60% of the clothing made by Inditex is manufactured in Turkey, Morocco, and Portugal. These are ZARA’s trusted suppliers, and once the stores send their orders to the Arteixo headquarters, the system is in charge of analyzing their needs.
Then the appropriate products are sent to each store.
However, what’s amazing is that this analysis process takes an estimated time of 2 to 3 hours, to start sending each order to its destination country.
What is ZARA’s pricing strategy?
There’s no doubt that the Inditex group has been very smart when it comes to implementing a successful pricing strategy for ZARA. Given its popularity in over 88 countries, it’s interesting to see how this brand achieves great sales numbers. More interesting is seeing how it still maintains a good position despite its years.
The key to this has been ZARA’s pricing strategy. After all, it doesn’t go according to the characteristics of the market, which is what most brands do. For ZARA, the needs of the consumers have been their main priority. So, they take into account how much they’re willing to pay for a garment based on their average income first and foremost.
This explains many questions regarding the marketing strategies used by ZARA. This brand’s stores can be seen in exclusive areas, and even next to expensive stores where other brands such as Gucci, Armani, and Prada come to life.
These brands typically sell their clothes at a high price, and people with an average salary may not be able to access them. On the other hand, ZARA has been able to take advantage of this factor by selling clothing with prices between 2 euros and 50 euros.
Zara Strategy Prices – Earnings
Inditex’s finances may be at stake. This is due to its strategy of increasing prices as a result of inflation due to the economic crisis. However, its sales have not decreased because consumers continue to buy. Its chief executive has indicated that prices will continue to rise as long as purchases continue.
Sales have grown by 80%. This comes to be a surprising fact if we take into account that many brands are still affected by the economic crisis.
This Zara price increase strategy has a reason. The brand observed that the clients of this chain had taken advantage of the months after the confinement for the total renovation of their wardrobes.
What has been the result of this strategy? Net earnings have been 815 million dollars. In addition, Inditex shares have soared above 5.1% on the stock market.
This strategy of increasing prices will be maintained as long as demand persists.
What are ZARA’s marketing goals?
For a clothing brand to work efficiently, it must keep its objectives clear. However, these could change over time for the improvement of the marketing strategy. ZARA’s advertising goals have always been focused on success and have managed to address priorities responsibly.
These are ZARA’s marketing goals:
- Its key concepts from the beginning have been beauty, functionality, and sustainability.
- Offer all your customers fashion that is attractive, responsible, and in line with trends.
- On the part of designers, it is continuing to respond to customer demands through collections for women, men, and children.
- Provide optimal customer service. To do this, they apply advances in technology and use a radio frequency identification system (RFID) to locate garments both in establishments and warehouses.
- Maintain your affinity for sustainability, by installing containers to reuse and recycle clothing. They also have a service to collect free clothes at home when making an online delivery.
How does ZARA use the marketing mix?
Until today, ZARA has worked with a set of marketing actions to meet all its objectives as a consolidated clothing brand.
However, for its success to be indisputable, Inditex has used the marketing mix.
To begin with, each time a collection is released, it’s aimed at different audiences to satisfy each style.
This varied offer to please all tastes has achieved the loyalty of thousands of customers around the world so that men and women can find the clothes they want to have in their wardrobe.
Similarly, through ZARA’s marketing mix, it has been possible to see a focus on three product lines:
Besides, it has taken into account different age ranges estimated between newborns and people up to 44.
This marketing mix strategy has also included:
- Garments to create a sporty, casual, or sophisticated look.
- Cosmetics, such as perfumes and lip glosses.
- Accessories such as bags, scarves, and sunglasses serve as a compliment.
Besides, as a recognized brand, it keeps producing timeless products that will never go out of style.
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