BRAND MANAGEMENT Rene ArvolaCase Study Sema Aksu

Zara has alt branches as;WomanTrfManKidsMiniDenimShoes & Bags

* http://bestglobalbrands.com/2014/ranking/

1975 – Zara opens its first store in Spain1988 – Opens in Portugal, first time producing for a international market 1989-1990 – New York & Paris open1991- 1997 – Zara stores open in 7 regions, including, Mexico, Greece, Belgium, Sweden, Malta, Cyprus and Norway. 1998 – Zara starts targeting the Teen females.2001 – Inditex goes public valued $8 billion2011 – Zara enters Australian Market.

Customer Profile: Main Target GroupUp-to-date with fashion industry, in a desire of be fashinable, trendy and unique outfits of affordabe prices.

- Founder Ortega started to change the process as he called ‘’instant fashion’’

- Company use IT and groups of designers instead of individuals.

- Company has continuous and fast distribution process called ‘’Just in Time’’ which integrated the delivering of the apparel for its stores, the returning of leftovers to its manufacturing center and the picking up of supplies for the production into one circular route.

- Depending on countries regulations, zara has flexible models as their own stores, franchises and joint ventures.

- Company owned factories are in Spain and Portugal, but long shelf life products outsourced by low-cost suppliers, mainly Asia and Turkey

Employment of São Paulo, Brazil, closed a factory that produced Zara's clothing for its poor labour conditions. 

Simple changes for the band logo Just 4 letter; catchy, easy to remember• Transferable all around the world• Advertisements, catalogues, look books are mostly published in brand’s black-

white logo mentallity (balance-cool)• www url has been there for 15 years now, Company is also using social media

channels to reach and keep updated with consumers• Worldwide reputation, worldwide models and worldwide role models

4P StrategyProduct: Design, colours, labelPrice: Affordable prices, good qualityPromotion: Brands, web, eventsPlace: Location, store identity, showcase

Competitors and Positioning in the Market

Brand Wheel

Brand Identity

Physique

Personalitymoderncontemporary fashinable confident mature CultureRelationsh

ip

Reflection

Value

market orientedrapid reactionflexible

good value for moneyreachable pricesTrustworthy quality

european brandinternational designcustomer relationclothes for all

styleindividualismsophisticationreachable luxury

confidentuniquefashionableyoung

Thank you - Gracias - Aitäh