Zara vs Compatitors Marketing Case

Zara Marketing Case

Targeting

Zara • Young (from 16 to 40+) • Both men and women • Price-conscious • Highly sensitive to the latest fashion trends • Highly urbanized H&M • Primarily targets 14 to 34-year-olds • men, women, teenagers, children • Young, fashionforward individual • cost-conscious shoppers Abercrombie • Largely targets college-age, 18 to 25-year-olds • Children 7 – 14year-olds • Casual-style young people

Positioning

Zara • Objective of ZARA brand is to deliver the latest fashion of a good quality at a price that makes it attainable by urban middle class people H&M • Concept : offer the latest fashion and quality at the best price by partly buying in large volumes, having efficient distribution, being cost conscious at every stage … • Image delivered : democratic style, fast fashion « fashion for all » Abercrombie • Emphasis on high level of service, quality, brand image • Positioning strategy involves the use of overt sexuality advertising appeal

Marketing Mix: 1. Product

Zara • Imitation of famous designers’ collection • Models are developed by young in-house designers • New item is presented twice a week • 70-80% of garments are manufactured in Europe • Universally accepted styles • Half of the fabric is purchased grey to respond to changes in color trends during the season • Simple styles, usually presented in three sizes and three colors H&M Abercrombie

• Manufactures 60% of its clothes in Asia • Some women’s wear sub-brands : - Hennes (women aged 25-35)LOGG (sportswear)BiB (plus-size line) • Dedicated collections by star designers • Cosmetics • Different kinds of accessories • H&M Home

• Youthful spirit, which also influence and aspire elder people( who want to look and feel younger) • Operates under 5 brands: Abercrombie & Fitch, Abercrombie Kids, Hollister and RUEHL and GillyHicks: Sydney brands, each of them has its own logo and theme

2. Price

Zara • Reasonable price to quality relations • Price differentiation across...