Strategies v/s Consumer Perception of Brand Zara - India

Abstract

The strategies implemented by Zara provide insightful information to all the brands in attaining  competitive advantage and sustaining it. Zara is a fashion retail brand that offer products for  both men and women and is popularity known as one the best division of Inditex. Apart from  competitors such as H&M (Hennes and Mauritz) Zara is constantly able to retain its first position  across the globe. According to a recent study (The Economic Times Web site, 2017), the net  profit of the company was $2.7 billion by December 2017 and is further expected to rise by 6%  due to stronger market presence, sales and international expansions. Additionally, the  implementation of an efficient supply chain and development of an effective positioning strategy  make the brand Zara the most preferred brand amongst others. Zara is an established brand,  but its reach is restricted to only some parts of the country in India particularly the metropolitan  areas. Most of the respondents had never heard of Zara before, which means that it is required  by the brand to strategize itself in a manner that it is accepted and recognised by all the target  consumers