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Zara

2021-11-09 来源: 51Due教员组 类别: Essay范文

51Due教员组今天给各位留学生带来一篇纯原创代写市场营销范文,讲的是Zara,希望这篇可以帮助到各位留学生,同时需要代写也可以直接联系我们51Due客服vx(vx:Jenny_dynh)进行咨询。 

Zara is one of the leading fashion clothing and accessories brands and It is known for its fashionable products with affordable price1. With strong brand reputation, Zara promotes itself in a unique way since it spends only around 0.3% of its sales on advertisement2.

 

Young and price sensitive customers, especially the millennial generation, are the main target of Zara3. Among them, females are more easily to be attracted by Zara’s frequently renewal cloths. This segment of targeted customers are fashion lovers but are unable to afford the frequently updating fashion products. To provide customers with fashion products at a high cost-effective price, Zara adopts common materials instead of the advanced one and Zara manages to be able to have a turnover rate as short as 2 weeks. The short turnover rate not only helps Zara to be highly competitive in the intense fast fashion market, but also arouses a feeling for its everyone in Zara’s store as if they don't purchase at once, they may be unable to find the piece next time. With limited advertisement spending, Zara markets itself mainly through its well-designed window exhibitions and word-of-mouth promotions4. Meanwhile, Zara’s products are also frequently backed and promoted through famous stars or celebrities, such as Katie Holmes, Olivia Palermo and January Jones and etc5. Since the young are usually followers of the famous celebrities. Pictures of good-looking celebrities in Zara look are more efficient promotion than advertisements.

 

To communicate with its major target customers, the young people, Zara also delivers information in a concise way. For example, in an image released with Zara's Australian online store announcement6, there is a woman dressing in a fashion suit with attractive decorations. The model is young, at a similar age as most Zara’s target customers. Besides online advertisement which transmits concise information and a strong sense of fashion, Zara also targets its customers through the windows of its shops which located mainly in busy areas in Australia. Thus, the young Australian are able to see the new products in Zara as long as they go shopping at busy areas.

 

Following the same strategy of Zara, Zara Home also wins great attention through amazing window exhibition. As the home decoration branch of the Inditex Group, Zara Home offers gorgeously printed bedding lines, table and bath linens and many other fashionable decorative furniture that match the design of fashion products.7 Clearly, Zara Home also targets the young fashion lovers, especially the female who tends to be more interested in the fashionable-look home décor. Although the material of Zara Home is not advanced, the design of them are fabulous. The stores are frequently refreshed with new items weekly8. In the passage Store Tour: Zara Home Is the Prettiest Place in Melbourn9, the author was totally attracted by the store design. In addition to the amazing look. Zara Home also provides a wide price ranging. The price of the products within Zara Home is stunning, ranging from table accessories cheaper than $9 all the way up to animal skin rugs at over $800. Recently, the Zara Home’s 2018 collection adopts pink, white, light yellow and many other attractive designs which make the products look delicate and attractive10. With limited spending in advertisement, Zara Home actually attract customers through the products themselves. The pretty furniture, which are arranged elaborately in the window, are attracting numerous young fashionable customers to come and purchase.


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