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Zara's International Outlook Image and Profile and The Product Selection
Zara's International Outlook Image and Profile and The Product Selection
Zara's International Outlook Image and Profile and The Product Selection
product selection
Amancio Ortega. Zara is known for its fast-fashion clothing products. The company also
sells beauty products, shoes, perfumes, and other accessories. Each year, the
company is seen to launch more than 20 new products in different countries. These new
product lines enable the company to gain a competitive edge while making an attractive
brand image. In 2014, the company introduced RFID in its stores which provides
security to the products. By 2015, the brand was ranked 30 on Interbrand’s list of best
global brands. In 2019, the global fashion business Journal MDS illustrated that Zara
had a growth rate of 2.17% (Lopez and Fan, 2019). This giant retail chain is currently
operating in more than 96 countries with more than 3000 stores worldwide. The
company is waiting for more acceptable global rents which are essential for the
company to continue its expansion in new territories. Zara stores usually provide
products for all ages of people, for example, adult men and women, and kids. The
consumers of Zara are typically aged between 18 to 35. To serve these giant
demographics, the company produces more than 450 million products each year
(Tokatli, 2018). H&M, Gucci, Adidas, Sephora, Fashion Nova, and Uniqlo are some of
the major competitors of Zara. Zara got its competitive edge by raising awareness for
using non-toxic clothing through its detox campaign. The company also gains a
monthly industry average. Its competitive strategy is to open new stores rather than
invest in advertisements. The company believes that new stores would give positive
publicity which will be more beneficial than advertising. Another competitive strategy is
to shorten the product life cycle and through its shorter product life cycle, it introduces or
alters the existing products in new times which helps in gaining a competitive edge