Case study of ZARA
Customer Profiles
A typical Zara customer as identified by the company is a person who is up to date with the latest developments in the fashion industry and wants fashionable, trendy and unique outfits at affordable prices. The customer can be a man, a woman, a teenager or even a child who is interested in being up-to-date. As Zara has its origins in Spanish fashion and is primarily and European fashion brand, the customers of Zara also are also heavily influenced and moved by European fashion. Aside from this a typical Zara customer can belong to any social strata and demographic segment as Zara caters to a wide range of tastes.
Segmentation Strategy
The segmentation strategy employed by the fashion retailer Zara is based one the typical demographics of the customers like gender, age and psychographics. However aside from this the company also targets customer is based on their sense of fashion and style e.g., contemporary, trendy, classic, grunge, Latino etc. (Safe, 2007) The ethnicity of the brand as well as its target market is blended by Zara in its product offering which match a variety of tastes and settings.
Targeting Strategy
Inditex with its brand Zara has targeted a wide gap in the retail market. The company targets customers that are interested in high fashion want to be up to speed with the latest fashion trends but are not able to afford clothes and accessories from the couture and high end boutiques. In order to target the market, Zara strategy launches its outlets in high profile locations and provides customers with a turnover time of 4-5 weeks for its new collections made available at a fraction of the couture cost. This, along with the brand persona, the collection of the clothes and accessories and the marketing campaigns pulls the target markets to the Zara stores.
Positioning Strategy
The main objective for positioning the Zara brand in a market as mentioned by the company is to ‘democratize fashion’. The company aims to provide its customers with trendy and high fashion products at lower prices to accommodate their requirements. As a result the marketing strategy that is employed by Inditex for Zara is to open stores and outlets that provide the Zara experience at high profile locations to set the image of the brand as being trendy, hip, high fashion and accessible.
Differences in Marketing Strategies for the Different Customer Segments
Zara highly differentiates on the marketing strategies that it employs for targeting the different customer segments of its target market. The main theme of the brand Zara is uber fashion with a fashion guru/fashionista theme which is common for all customer segments. For this the company uses innovative window displays and in store music, theme and grouping of ensembles to attract customers.
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