1 . How
does the company create awareness of its product?
Zara has limited stores across
the globe due to which it uses selective targeting strategies to make their products available
in the market.
2. How
does the company get consumers to try its product?
Usage-based positioning strategies are used by Zara to
highlight its customer’s centric approach to satisfy the changing fad needs of
the customers around the globe. Zara knows that its customers want new and
updated trends and accordingly it targets customers based exclusively on its
designs.
3. How
does the company give information about the product to its customer?
Instead
of advertising, Zara uses its store location and store displays as key elements
of its marketing strategy. By choosing to be in the most prominent locations in
a city, Zara ensures very high customer traffic for its stores. Its window
displays, which showcase the most outstanding pieces in the collection, are also
a powerful communication tool designed by a specialized team. A lot of time and
effort is spent designing the window displays to be artistic and attention
grabbing. According to Zara’s philosophy of fast fashion, the window displays
are constantly changed. This strategy goes down to how the employees dress as
well – all Zara employees are required to wear Zara clothes while working in
the stores, but these “uniforms” vary across different Zara stores to reflect
socio-economic differences in the regions they were located. This effectively
communicates Zara’s focus on the mass market, yet another detail that reflects
its close attention on the customer.
4. How
does the company retain loyal customers?
The clothing retail industry is highly competitive
and the changing fads, socio-economic and behavioural culture possess a major challenge for the
companies operating in this industry. Back end integration, high raw material
cost and advertising cost are the other factors that affect the apparel
industry companies by and large.
5. How
does the company entice the customer to buy more and use their product
frequently?
The fashion clothing retail industry is highly
competitive with various brands such as H & M, Mango, Gucci and many other national and international brands fighting with each other in
the same segment. However, the designs made by Zara are based on the consumer
& market feedback which they continuously work upon to be more of the
consumer-oriented brand.
6. What
promotions does the company use to identify more customers?
Zara
has cultivated unique advantages with its 4Es approach to marketing by focusing
on experience, exchange, evangelism and every place strategies for the
customer, rather than the old product, price, promotion and place concept
focused on the brand.
