As previously stated our positioning statement is “For teenagers who are trend-conscious and on a budget, ZARA is a clothing retailer that provides fashionable outfits like apparels, footwear and accessories that are affordable, recognizable, and high-quality. Additionally, ZARA is able to deliver the latest fashion products earlier compared with other brands”. Analyzing the marketing mix by relating it to the Positioning statement uncovers many strengths but also exposes areas where the brand is not consistent with their vision, or simply could be doing a much better job. As price is an important factor in the fashion industry, it is equally as big of a factor for teens who aim to make a fashionable appearance. As Zara utilizes their Product
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Zara’s pricing strategy is effective for those who want to attain the same designer looks from higher end companies but are unable to, or don’t find it necessary to pay such high dollar amounts. Essentially “Price must always be aligned with the other elements of a retailer’s strategy: product, promotion, and …show more content…
In essence of Zara’s “Place” or distribution strategy, having the latest fashionable items in stock in a timely manner is of their utmost concern. With their “Fast fashion” product strategy, they must have an equally as fast distribution strategy. Astonishingly with help of their parent company Inditex, “Zara can design and distribute a garment to market in just fifteen days” (Ferdows, 2005). Relating the distribution to price, “The relentless introduction of new products in small quantities, ironically, reduces the usual costs associated with running out of any particular item” (Ferdows, 2005), another win-win situation for both the customer and the business. This distribution strategy aligns with our positioning statement and would be considered a strength, customers wouldn’t want any of the so-called “latest fashion” if it is no longer in style. Zara is also convenient to the customers as they have a large online presence and many storefronts located in high traffic
Zara’s pricing strategy is effective for those who want to attain the same designer looks from higher end companies but are unable to, or don’t find it necessary to pay such high dollar amounts. Essentially “Price must always be aligned with the other elements of a retailer’s strategy: product, promotion, and …show more content…
In essence of Zara’s “Place” or distribution strategy, having the latest fashionable items in stock in a timely manner is of their utmost concern. With their “Fast fashion” product strategy, they must have an equally as fast distribution strategy. Astonishingly with help of their parent company Inditex, “Zara can design and distribute a garment to market in just fifteen days” (Ferdows, 2005). Relating the distribution to price, “The relentless introduction of new products in small quantities, ironically, reduces the usual costs associated with running out of any particular item” (Ferdows, 2005), another win-win situation for both the customer and the business. This distribution strategy aligns with our positioning statement and would be considered a strength, customers wouldn’t want any of the so-called “latest fashion” if it is no longer in style. Zara is also convenient to the customers as they have a large online presence and many storefronts located in high traffic