RETAIL MANAGEMENT

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COMPANY PROFILE

• ZARA is a Spanish Company

• It was established in the year 1975

• Amancio Ortega and Rosalía Mera are the founders of the Company

• The retailer deals mainly in Apparels & Accessories

• Has over 2,000 branches in 88 countries

• Subsidiary of Inditex Group; which is the world’s largest fashion group

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SWOT ANALYSISStrengths• Global outreach• Strategic locations• Seamless distribution strategy• Minimalistic store image• Fast-changing collections

Opportunities• Demand for high fashion at

affordable prices• Growing Asian markets;

especially China

Weaknesses• Brand image closely

tagged to competitors• Limited stocks• Lack of Marketing• Communications

Threats• Fierce competition• Lawsuits to sweatshops• Possible imitation of goods• Dilution of brand equity

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BUSINESS STRATEGY

• Market oriented strategy – Understand customer needs

• High velocity production

• Industry leader in lead time

• Fiercely competitive pricing strategy

• Target Audience

• Unique promotions strategy

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EXTERIOR ATMOSPHERICSStorefront Glass fronts, especially in new buildings

Marquee ZARA is written in Black, White, Silver, or Gold letters; Looks minimalistic

Entrances 3 entrances, 2 are very wide. All entrances have security guards

Display windows Latest trends are on display & changes are made every day

Size of building Atleast 2 storey tall

Visibility High visibility. Always located in prime location having high footfall numbers

Adjoining stores Luxury retailing outlets

Parking Is always available

Accessibility Since always located in prime localities, easy accessibility is ensured

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INTERIOR ATMOSPHERICS Flooring White or light cream ceramics are used

Lighting Combination of ambient and track lighting. Light have yellow hue

Odour Not used at all

Walls They are plain, designed or textured walls are avoided to ensure merchandise take center stage

Temperature Store interior is always cool and welcoming

Trial rooms Trial rooms are located towards the furthest side, away from the entrance

Personnel Sales personnel's are very helpful. They ensure that cutomers needs are taken care of

Cleanliness Cleanliness is always spot on

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STORE LAYOUTFloors Two

Layout Boutique layout or Free from layout

Traffic flow Wide passages is kept between racks, shelves and other fixtures

Signage On top of racks and suspended form the ceiling

Department Location

Best selling merchandise is placed towards the right side of entrance; as research says that customers turn right when entering the shop

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VISUAL MERCHANDISINGFixtures Modified garment racks & Display case is used for merchandise display

Display Window Mannequins displaying the latest trends; special attention is given to this aspect

Entrance At the store entrance, there many mannequins placed

Departments Best selling items are located towards the right side of entrance

Colors Merchandise are placed in such a way that the colour scheme compliments each other

Payment counters Multiple payment counters are present on both floors

Miscellaneous Only black and wooden color hangers are used

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THANK YOU!