Customer Loyalty

Project title: The cases study of the analysis on strategies that how the ZARA Brand gains the loyalty in England.

1. Background information: When we talk about “fashion”, we will think of Paris and Milan in generally. When we mention of popular, it will get involved in Dior, Chanel, and Gucci. However, in recent years, the Europe fashion industry blows the “Spanish whirlwind”. A group represented by Zara alternative fashion brand break through the traditional constraints, to become a fashion leader. Zara become a strongly competitive international brand within a short period. In 2003, Zara gains the “International Annual Sales Award”, Zara become the synonymous with fashion because Zara has created innovative business ideas of rapid response supply chain.

2. Nature of submitted work

3. Objective: aim to take a research that how the ZARA Brand gains the loyalty in England so that upgrade the brand awareness and promote product sales revenue. Furthermore, faced with the competitiveness around the fashion field, how the Zara dig out the inadequacy immediately as well enhance brand competitiveness. Finally, to assess by research current trends in fashion industry in UK.

4. Initial literature review

5. Research methodology:

Primary research:

* Postal questionnaires and on-street questionnaires

* One-to-one interview

Secondary research:

* Magazine

* Website: Zara official website

(Secondary results: Spanish Association of Public Media Research released a consumer survey; Survey shows that 33% of women fixed buy Zara clothing brand in past year.)

6. Date analysis& presentation

Compare with other fashion brand

7. Chapter headings.

8.1 The background of UK fashion industry

8.2 The target market option of Zara

8.3 The market positioning of Zara and market advantages

8.4 The 4rs marketing strategies to analysis Zara establish the relationship with loyalty customers

Zara establish...