Bmw Ppt

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For an enterprise, after market segmentation, the next step is to select the target market. Target market is a set of buyers sharing common needs or characteristics that the company decides to serve. Then, how is Zara choosing its target market. And who are its target customers? In the previous part of market segmentation, we list a form to indicate that the market is now divided into three main parts of the apparel industry. Owing to the Zara’s "fast fashion" interpretation, we believe that Zara's target market established in the "fashion model”, which is not focus on price and quality as the primary concern but more concerned about fashion design sensibility.

In general, the target customer is usually defined from the customer's gender, age, income, education, geography, personal interests, and other aspects. Zara’s target consumer group is young people with higher education, the main customers are generally between 25 and 35 years-old and have relatively higher income than most common blue-and-white collar workers. These types of consumer group have a tendency to a high degree of fashionable sensitivity and have some spending power, but their incomes are not as high as the rich to support them to have regular consumption of high-end luxury brands.

1: Personal income

Higher income people usually has higher spiritual needs, the requirements of their clothes are not just covering themselves or just to keep themselves warm any more, but more desire better showing themselves in different degrees. In the meantime, higher income gives them a good chance to satisfy their desire of consumption. On the whole, according to the distribution of the world wage levels, more and more people are beginning to have the extra cash to embrace fashion, but for most of them, it is far away enough to support their full consumer luxury brand, thus, with a first-class fashion coat, but the price is much far lower, the fashion luxury brands Zara, becomes the much better...