International MarketingGroup Presentation

Who Are We ?

Largest retail stores. Known for their fast fashion. Spanish clothing Line based in Arteixo, Galicia. Flagship chain store of Inditex group. 1080 stores worldwide

What are we ?

Businessworld magazine

describes it as follows: "Zara was `a fashion imitator. It focused its attention on understanding the fashion items that its customers wanted and then delivering them, rather than on promoting predicted season's trends via fashion shows and similar channels of influence, which the fashion industry traditionally used.”

Vision Statement:“ZARA is committed to satisfying the desires of our customers.  As a result we pledge to continuously innovate our business to improve your experience.  We promise to provide new designs made from quality materials that are affordable”

Mission Statement :“Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts.”

Customer-Based Brand Equity Model

Brand Salience

High brand awareness in the market.  

Zara’s brand name and eye-catching window displays.

Depth of awareness

Brand Imagery

Meet Jessica. Jessica is a typical Zara customer, because as you

can see in the picture she is young, fashion conscious and value seeking.

Values associated with Zara include ‘modern’, ‘trendy’, ‘high fashion’ and ‘sharp

Brand Performance

Reliability & Durability - Zara is known for the quality of the clothes they sell.

Style & Design – Zara offers customers the latest and most fashionable items.Their concept keeps consumers coming back for new designs in order to remain fashion-forward.

Service Effectiveness - Zara does not focus its resources on in-store services.Well-received exchange policy which allows customers to get back full refunds for purchased products according to Zara’s Refund Policy. Price –. ‘High fashion at a Low cost’

Brand Feelings

Fashionable and PresentableEliteSocial approvalconventional

Brand Judgement

Well known brand.Holds a great margin in the market

The quality of Zara products is decent, in terms of comfort.

Brand Resonance

Loyal Customers through constant purchases.Great Online Customer Reviews.

Thank You !

References

Who they are.http://www.inditex.com/en/who_we_are/timeline Number of Zara storeshttp://www.inditex.com/es/quienes_somos/tiendas Businessworld Discriptionhttp://www.businessworld.in/content/view/898/953/ Mission and VisionStatementhttp://zarafashion2013.wix.com/zara#!brand-position/c1q1p Customer-Based Brand Equity Modelhttp://zarafashion2013.wix.com/zara#!2b-fg-analysis/cjushttp://zarafashion2013.wix.com/zara#!brand-pyramid/c1u55http://prezi.com/yqzwdkm9dglu/zara/