Strategic Analysis Zara

BRAND POSITIONINGSingapore Market Size Zaras size is at 1.3% of Singapore app arel industry, 6th place after other brands like Mango, Guess, Esprit, Raoul and Giordano.VisionZARA is connected to satisfying the desires of our customers. As a result we pledge to continuously innovate our business to improve your experience. We promise to provide new designs made from quality materials that are low-costMission StatementThrough Zaras business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts.Target Market & PriceZara sells apparel, footgear and accessories for women, men and children. Product lines were segmented into these three categories, with further segmentation within the womens line as it was considered the strongest out of the three, with an overwhelming majority of women in the manoeuver market (78%).Zaras consumers are young, value conscious and highly sensitive to the latest expression trends in the ind ustry. An advantage that the brand has over conventional retailers is that they do not define and segment their target market by ages resulting in designs and styles that can reach a broader market.Zara offers cutting edge fashion at affordable prices by following the most up-to-date fashion trends and identifying consumers demand, and quickly getting the latest designs into warehousings.BACKGROUNDAbout ZARAZara is a flagship brand of the Spanish retail group, Inditex group. Inditex is the worlds largest fashion group, which owns other fashion brands such as Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home,Lefties and Uterqe. It was founded in 1975 by Amancio Ortega, when he decided to expand his factory in Arteixo by go-ahead a store in La Corua. Zara has expanded since and currently operates a total of 1,671 stores in continents such as Europe, America, Africa, Asia and Oceania, of which 333 of them are in Spain.In the BeginningFounded by Amancio Ortega in 197 5, Zara opened its first store in downtown La Corua, Galicia, Spain. Its first store carried low-priced lookalike products of popular, higher-end fashion brands. The store proved to be a success in the early 1980s, and Ortega began col more than Zara stores throughout Spain.Global ExpansionIt was only in 1988, Zara decided to venture into the international market. This was spurred by Portuguese youths crossing the border into Spain to shop in Zara. Hence, Zara responded by opening its first store in Oporto, Portugal. The expansion strategy proved to be a success. Subsequently, new stores popped up in New York (1989) and Paris (1990), the fashion capitals of the world. Since then, more stores have opened globally to a stand of 1,671 stores. Zara Company has become an icon for Spanish fashion.FinancialsThe Inditex group currently boasts revenue of 13.79 billion euros (2012), with profits standing strong at 1.932 billion Zara swot analysis