Table of Contect
Customer needs and wants
Customer loyalty and satisfaction
Strong supply chain management strategy
Fast fashion strategy
Global distribution strategy
This report is about ZARA which is a global brand of clothing owned by the Inditex Group. It is the world's third-clothing retailer, one of the world's four major fashion chain (the other three are the United States of casual fashion giant GAP, the Swedish fashion giant H & M, German parity giant clothing chain C & A), has more than 2,000 stores in 70 countries around the world. It was established in 1975 by Spanish fashion designer and tycoon Amancio Ortega. The first store opened in Galicia, Spain, where it is now headquartered. The company is very unusual in the fashion retail world and incorporates many pioneering concepts. The company takes just two weeks to get its products on its store shelves after designing them, compared with six months for its competitors. It does not advertise, preferring instead to use money on opening new stores. Zara also owns and controls every stage of production from design, manufacture, supply and sales. A Louis Vuitton spokesperson described it as “possibly the most innovative and devastating retailer in the world”. (Baidu.com 22, June, 2012)
In this report I will analysis this brand in several parts. First one is customer care than its supply chain. After that I will introduce and analysis its strategy. At last, in view of its strategic inadequacy, I will put forward some suggestions. 2.0 Procedures
I find information in different places. The most important way is the internet. There are a number of sources on the internet. I searched them in different webs. In addition, some book about business helps me to write this report and my teachers PowerPoint that he uses in the class also give me some help. 3.0 Findings
3.1 Customer care
ZARA divided its target customer in different ways. First, it brands target customers age is different , for Women is about 20 to 40 years old, men is 25 to 40-year-old and for children is 0 to 14-year-old. Secondly, Brand target customer income is 3000 to 5000 monthly. Thirdly, brand target customer occupation is relatively high education level such as white-collar office workers, business people, mature men and women, fashion, young people, college student. Fourthly, brand target customer lifestyle is easy to accept new products, susceptible to the consumer environment around the impact of fast-paced city life and the pursuit of high fashion, but with limited capacity. 3.1.1 Customer needs and wants
Customer needs and wants are mainly shaped by following characteristics: a) Cultural settings, b) Social factors, c) Personal characters, d) Psychological conditions. (Baidu.com 26, April, 2012) ZARA operates in over 70 countries, every county have different culture lead to different customer needs. Social also plays an important role in decide customer needs and wants. In china face cultural and group-oriented factors are important factors that affecting Consumer Purchase Behavior.
ZARA make a number of efforts to meet customer needs and wants. For example, ZARA try to make things easier for customers so its cloths are divided in different style that customer can pick anyone they want than try on them in a concentrate time. And the staffs are ready for helping customers at any time. The most important thing is ZARA is creative, every...
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