Analysis
ZMET
Brand Purpose
When these three words “high velocity fashion” is mentioned in the high street fashion industry, the first brand that normally appears in people’s head is, Zara. Whilst most fashion brands change their seasonal collection only twice a year, Zara keeps it moving - there is no "seasons" so to speak. They catch the latest style and trends on the runway and craft it into wearable apparels within 4 - 6 weeks. The fastest they have clocked is actually 2 weeks. This speed keeps the Zara fans coming back, an average 17 times per year, which is more than 5 times the industry average. Some consumers may perceive the apparels and quality that Zara offers relatively similar to other fashion brands but what is extraordinary about the brand is its ability to deliver them at a speed that none can compare!
Product Core
Zara loves the fashion chasers – they are the ones who stands at the fashion forefront, fighting to be the first to strut off with the latest trendy clothes. These consumers believe that clothes provide more than just a functional purpose. They prefer well-known brands and are high loyalty customers. Zara is in fit with this group of customers as they value Zara's speed and designs. Moreover, Zara apparels are sold at a price much more affordable than designer labels and high-end luxury brands.
For & Against
At Zara, we believe in delivering fast fashion at reasonable prices. We bring trendy designs that are fresh off the runway into our stores at prices you can't find in designer labels. We call it reasonable as we are serving the fashion-conscious crowd who do not have a fortune to spend. We are able to do this due to our highly efficient production line and we translate these savings into affordability for our customers. We believe that we satisfy multiple needs of our consumers, especially their need to be fashionable, providing clothes that are wearable and durable at reasonable prices.
Our Belief
Amancio Ortega started Zara because he thought that "it was not fair that only wealthy ladies could dress well”. He had the vision to have the average customer who loves fashion to have the ability to buy trendy clothes as well.
Zara has made high fashion products attainable for a wider audience. By paying only a fraction of what others would pay for high-end fashion brands, Zara users will be able to attain the runway look and be a fashion icon. Those who have always dreamed to be as trendy as a runway model can have their dream fulfilled with Zara apparels.
Now, everyone has the chance to flaunt their dress sense with Zara in confidence.
Using the same reasoning, Zara would be against the functional buyers. They seek wearable clothes with low prices and value and they could not care less about the latest style or famous brands. You would find them dressed in apparel which anyone with some fashion sense would ever wear but they are happy with what they have, as they pride themselves with the "most value buy". Zara can never agree with their dress code and they can never agree with Zara's prices. You would find them shopping at heartland stores or CK Departmental Store, where China imports are sold at economic prices. We call them the utilitarians.
