Zara has limited stores across the globe due to which it uses selective targeting strategies to make their products available in the market. So, lets’ begin the journey with Zara and see their tactics.
Because Zara know their market is predominantly female they aim their collections at two target age ranges. The age variation was, 53% were aged 20-22 years old, whilst 37% were aged 17-19 years old. We will see the target market examples shown by commercials and social media posts.
Zara’s target market is young, price-conscious, and highly sensitive to the latest fashion trends. The first Zara store was opened in 1975 in Spain by founder Amancio Ortega Gaona (Intidex, no date). ZARA’S CASE STUDY The Strategy of the Fast Fashion Pioneer Ana Mafalda Ricardo Morgado Costa Case study submitted as partial requirement for the conferral of Master in Management Supervisor: Prof. Mónica Ferreira, Invited Professor, ISCTE Business The first Zara store opened in La Coruña, Spain, with the (Marketing tree blog, 2017). Here is a commercial example of Zara women 2016 collection, people in commercials are most likely to be their customers. Its most unique feature is that fashion seasons come and go … Fashion Market). Target audience of Zara in the country is woman above 17 years to early 40’s particularly residing in mid income category segment and who are conscious towards fashion and prefer trendy clothing. Zara was founded in 1975 by Amancio Ortega Gaona, soon becoming the largest and most successful chain of the Galician group Inditex (Industria de Diseño Textil) and a pioneer of Fast Fashion. Usage-based positioning strategies are used by Zara to highlight its customer’s centric approach to satisfy the changing fad needs of the customers around the globe. They have an advantage over traditional retailers because they do not define their target by segmenting ages and lifestyles giving them a much broader market. Women are more than half of its target market while men and kids make for 40% of its target market (Harbott, 2011). Zara has positioned itself as an affordable fashion brand for the young people.