Zara

Zara, as the world’s largest fashion retail, a leader of “fast fashion” industry, is pretty successful in today’s modern marketing environment. Without a doubt, Zara knows exactly how to survive and prosper in the new economy, since it has already mastered the secret—customers’ needs.

Unlike other traditional “mass productions” “all for profits “companies act in old economy, Zara pays more attention to differentiation, customization, and personalization. Zara reacts based on customers’ feedbacks. The new fashion trend and the production quantity are all determined by customers. Actively reactions of customers’ demand really helps Zara succeed.

However, if I were the marketing consultant, I would offer several suggestions in terms of 4Ps.

Product: Since Zara’s designers are all anonymous, some people would say they are copiers. I would prefer to hire some renowned designers. It would also promote Zara’s brand-building.

Price: Cheap price is the trump card of Zara since it sells the latest fashion at cheap price to attract customers.

Promotion: Zara never does advertising, so it should pay more attention to its “behavior”, such as service attitude, public relations. Customer’s satisfaction is the best advertisement. In addition, I think some publicity effect would let more people familiarize its brand. Especially Internet has become the most convenient and effective way to advertise.

Place: Zara put heavily investment on real estate to find the perfect location for its stores. Its market in China has been a huge success. Maybe Zara could think about expanding its market to booming developing countries, BRIC for instance.