Brand Essay

1384 words - 6 pages

Brand positioning
Focusing on 2 clothing brands “ZARA” and “H&M”
ZARA
Brief Introduction
Zara is a Spanish clothing and accessories retailer based on Arteixo, Galicia. Founded in 24 May, 1975 by Amancio Ortega and Rosalia Mera. Zara needs just two weeks to develop a new product and get it to stores, compared to the six-month industry average, and launches around 10.000 new designs each year. Zara was described by Louis Vuitton Fashin Director Daneil Piette as “possibly the most innovative and devastating retailer in the world. 1763 stores, 78 countries in the worldwide. Zara has continually maintain its mission to provide fast and affordable fashionable items. The owner of Zara and ...view middle of the document...

e on the business model since it’s a customer oriented brand
They provide excellent customer care and frequent to see compaign to collect customer`s opinion.
Store –it meets the point between the customer and Zara`s fashion offer. Rather than paying millions on advertising Zara locates its stores in customer oriented venues
New products are implemented twice a week and their estimations are that the same customer comes 17 times a week in to the store. This is because the windows are always fashion appellative. And the cheap prices are always shown on the windows. Moreover the product block, combining products that match with each other makes the customer spend more money and buy more items instead of going to several shops and buy from different ones.
Design and products- promoxity of product facilities and immediate reaction to trends
Zara also provides quantity and more than 1000 suppliers and the 200 designers show it. Its different from their rivals in the same segmentation, which usually has less different products but more quantity on sizes and less designers so they have the advantage of making sure that Zara`s trend identification is present despute the lare number of designers.
Logistics –More than 600 million garments are distributed every year.
Even the logistics are customer oriented providing replenishment twice a week grace to a 24h receiving order office.
Teams – Aslo the teams are customer oriented and part of the employee`s roles also provide the friendly environment “feeling” in the store
ZARA points of Difference and Points of Parity
Points of Difference –High Velocity fashion, -Understanding and delivering customers need, - Exclusivity
Points of Parity – internationally recognized European brand , - Prime retail locations
 Have they defined their positioning correctly?
ZARA has defined their brand positioning correctly. ZARA brand itself, if you look at the logo of ZARA, it is combination of letters and the color is white, white color is classic and it`s easy to read. Usually ZARA has regular customers. ZARA really doesn’t care advertising much. Because they think changing their clothes design update every week, online look book is updated every month, display on trend clothing on storefronts and locating in the customer oriented place those help to attract customers attention. Also Zara product design match with season, customers life style, mid-range income people and all kind of person on the other hand they offer all size etc……personally I think ZARA has defined their brand positioning by right way.
How might it be improved?
ZARA, H&M and MANGO they are all doing fast fashion business. Actually they have a lot of stories in many countries and producing a huge quantity of garments every week. So what I want to say is they are delivering

H&M
Brief Introduction
H&M was established in, Sweden in 1947. Now it sells clothes and cosmetics in around 2200 stored around the world. H&M...

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