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