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COMPANY PROFILE
• ZARA is a Spanish Company
• Amancio Ortega and Rosalía Mera are the founders of the Company
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SWOT ANALYSIS
Strengths Weaknesses
• Global outreach • Brand image closely
• Strategic locations tagged to competitors
• Seamless distribution strategy • Limited stocks
• Minimalistic store image • Lack of Marketing
• Fast-changing collections • Communications
Opportunities Threats
• Demand for high fashion at • Fierce competition
affordable prices • Lawsuits to sweatshops
• Growing Asian markets; especially • Possible imitation of goods
China • Dilution of brand equity
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BUSINESS STRATEGY
• Target Audience
Marquee ZARA is written in Black, White, Silver, or Gold letters; Looks minimalistic
Entrances 3 entrances, 2 are very wide. All entrances have security guards
Display windows Latest trends are on display & changes are made every day
Visibility High visibility. Always located in prime location having high footfall numbers
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INTERIOR ATMOSPHERICS
Flooring White or light cream ceramics are used
Lighting Combination of ambient and track lighting. Light have yellow hue
Walls They are plain, designed or textured walls are avoided to ensure merchandise take center stage
Trial rooms Trial rooms are located towards the furthest side, away from the entrance
Personnel Sales personnel's are very helpful. They ensure that cutomers needs are taken care of
Traffic flow Wide passages is kept between racks, shelves and other fixtures
Department Best selling merchandise is placed towards the right side of entrance; as research says that
Location customers turn right when entering the shop
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VISUAL MERCHANDISING
Fixtures Modified garment racks & Display case is used for merchandise display
Display Window Mannequins displaying the latest trends; special attention is given to this aspect
Departments Best selling items are located towards the right side of entrance
Colors Merchandise are placed in such a way that the colour scheme compliments each other
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THANK YOU!
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