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Fast fashion refers to cheap clothing which is manufactured by various organizations in response
to new trends in the market. The issue of fast fashion began in the 1960s as young people
embraced the inexpensive clothing that made them look civilized and modern. There have been
various companies competing for such markets. This led to the development of the global fast
fashion market in the world with the major concern on satisfying the latest trends. Zara is a
Spanish fashion company established at Coruña in Galicia and is a primary brand of the Group
Inditex (Alonso, 2019). It deals with clothing and related accessories. The marketing approach of
the company towards fashions and business has seen it expand and develop various retail stores
in the country and outside. The company has been able to attract many consumers worldwide to
use its products. The reason behind its achievements is the fast fashion deliveries to the stores.
The products are refreshed twice a week in its stores countrywide making the stores a convenient
place to shop. Apart from this, the market strategies adopted by the company have contributed
immensely to the success and expansion of the business. This paper will analyze in detail Zara's
market and strategic decisions that fostered its success
Differences in fast fashion in Europe, Asia, and North America
The differences in fast fashion in the mention countries can be attributed to the weather in the
respective regions (Linden, 2016). For example, winter collection will not be availed at as South
East Asia. Europe especially the Northern Europe experience winter and winter collection will
sell a lot in the region. In the USA, winter runs for a very short time, i.e., from December to the
end of February. Religion also plays a key role in the fashion industry (Linden, 2016). In Asia,
Hinduism is the widespread religion, and thus, Hinduism clothes such as Kurta Pyjama or Dhoti
Kurta are the most preferred collection that will sell more. In Europe and the USA, Christianity
is the widespread religion, and thus, official, classy and other kinds of modern attire will be sold
by the fashion industry in the two continents. This implies that there are different tastes based on
different religions. Considering the marketing strategy for fast fashions, advertising will work
best in the United States since people read a lot and are flexible to adopt new styles. For Asians,
persuasions by mouth will be the best approach to convince them also. As a matter of fact, also,
Americans have embraced online buying of goods as compared to Asians; hence, e-commerce
will work better in the United States than Asia.
The company mainly targets youths who are young and want to look classy and excellent with
their outfits. The target market, therefore, is the people between the age of 18-40 years. This age
represents individuals who are fashion conscious and follows trends in the new fashions in the
market. The majority of the age group targeted resides in urban areas where the stores of the
company are located. Zara has also targeted children by introducing the brands for them as well.
This ensures that the parents can shop for themselves and their children the same product. The
company also is up to date in terms of fashions and thus, many people are attracted to the
fashions offered. This has made the company attract more people in the recent past.
Subsequently, this is associated with increasing sales that transformed into more revenue and
thus, more profits and subsequently, expansion of the stores globally.
The number of stores has been tremendously rising from 2007 to 2018. In 2018 for instance,
Zara had a total of 2238 stores worldwide. This can be attributed to the fact that the company is
the leading fast fashion brand. It also has a large team of skilled designers who understand the
market needs and produce the best fashion designs that are needed by the consumers. To also
conquer the market, Zara has embraced new technology to give their customers and online
shopping experience, and they can shop anytime and anywhere as they await the deliveries. The
company’s products are also affordable in the market according to Inditex; thus, improving the
market base of the fashion products (Graafland, 2018).
Marketing strategies
Like many other rivals, Zara embraces the use of adverts to reach consumers. It advertises only
during sales seasons; that is during January and July. The advertisement is done through various
means such as the newspapers and billboards in some cities. When customers view the product in
the advert, they are compelled to go for fashion because of their best designs and attractiveness.
This has attracted new customers to purchase Zara's fashions. Many people globally read the
newspaper, and in the process of reading, they get the adverts and see the latest trends. Those
who do not read the newspapers will view the product on the billboards on the streets in towns
while traveling or walking. Zara's stores also advertise the products in the way it has been
designed and because of their strategic locations in big cities and towns. The stores have banners
with Zara’s name and the fashions in the market attracting customers. It is also worth knowing
that Zara spent 0.3% on their revenues on advertising and marketing, which lower when
compared to other competitors such as GAP and H&M who spent 3-4% on their total revenue on
advertising. This exemplifies that Zara maintained cost advantage when compared to its
competitors in the market (Alonso, 2019).
Zara also advertises its products through social media such as Facebook and Instagram. In fact, it
has diversified its advertising on Instagram. For instance, the company has an Instagram account
@zaraman dealing with male kids and @zarakids dealing with children’s clothing. This ensures
that all individuals from children to youths and even adults needs are meeting by the business
(Alonso, 2019).
Branding strategy
Zara in the past and currently has been on toes on the changing fashion industry in terms of new
trends. It understands that coming up with a new collection that is classic is the key to meeting
the customer’s needs. The company has always been in fast in keeping pace with the latest
fashions while also ensuring that such products are affordable to the consumers. The company
has been able to introduce new collections without any market delay; hence, it has been in a
position to compete with its rivals. Zara recognizes the fact that people only love wearing clothes
for a short while and throw them when new collections are in the market. According to
(Danziger, 2018), he refers the company to producing "freshly baked clothes," which attracts the
public a lot. New brands also evangelize the products by letting people know of the product. This
also builds the advertisement strategy.
Decision strategies
Risky decisions or investment
Zara took risks by investing in many outlets globally without fear of market changes in the future
that could cause a lot of losses to the company. The risky decision made by the company also is
embracing the design-driven strategy whereby, approximately 11000 styles were produced every
year. This implies that about 1000 styles of their products were produced every month. This
means that there have to be new products in Zara’s stores every time the customer visits. This
could have been a disaster if the brand could not be appealing to the customers. However, this
kind of investment idea became a strategic decision as the company was able to compete with
rivals and attracts more customers. This led to higher profits margins as well and the expansion
of the companies stores in other nations.
Centralized Logistics and Distribution decisions
These are decisions pertaining to the supply chain into the stores across the world. The company
decided to refresh its products with new styles in various stores twice a week. This means that
there was a new taste for consumers every week. The times for deliveries and shipments are
specified and followed with utmost care to ensure that there were no delays or inconveniences to
the stores. This created a culture among the customers that they could find a new product each
week in Zara's stores and they kept checking always. This did not only build the customers
loyalty but also led to more sales for the company (Dishman, 2012).
Pricing and Quality strategy
Despite the fact that the prices of Zara's products are cheap, it does not imply that the quality
merges the product. The quality of their products is appealing as it could last and could make one
feel classy and modern. Because of more sales the company makes over a short period, profits
are still being realized with the affordable prices. The materials used in the manufacture of
fashions are quality, making the products durable. This also attracts the customers because they
are able to save money and get the best outfits for themselves and their loved ones (Dishman,
The above decisions have been the backbone of Zara’s success in the fashion industry. The
company has taken a lot of serious risks that brought a lot of achievements to the company.
Some decisions have gone a long way in attracting more customers and increasing the sales for
the company.
The market is always a key consideration for any business. For business dealing with Fashions
like Zara, they should be able to manufacture new products with different styles most often for
them to conquer new markets. Zara was able to maintain its customers by coming up with many
designs in a month which led to new appealing products every time customers passed by the
stores. The company ensures that there is a reason for customers to purchase a product over a
short time. Pricing also served as a key strategy for attracting more consumers. Provision of
continuous supply to the stores is also another stronghold of the company’s success as this
ensured that the stores were always operational and with stock. As seen above, it is evidenced
that Zara’s marketing strategies and decision strategies worked towards the success of the
Alonso, T. (2019). Pablo Isla explains his online strategy for Inditex. Retrieved from
Danziger, P. (2018). Why Zara Succeeds: It Focuses On Pulling People In, Not Pushing Product
Out. Retrieved from https://www.forbes.com/sites/pamdanziger/2018/04/23/zarasdifference-pull-people-in-not-push-product-out/#6e72210e23cb
Dishman, L. (2012). The Strategic Retail Genius Behind Zara. Retrieved from
Graafland, A. (2018). The secrets behind Zara's massive success. Retrieved from
Linden, A. (2016). An Analysis of the Fast Fashion Industry. Retrieved from