BRAND POSITIONING
Singapore Market Size
Zara's size is at 1.3% of Singapore apparel industry, 6th place after other brands like Mango, Guess, Esprit, Raoul and Giordano.
Vision
“ZARA is committed to satisfying the desires of our customers. As a result we pledge to continuously innovate our business to improve your experience. We promise to provide new designs made from quality materials that are affordable”
Mission Statement
“Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts.”
Target Market & Price
Zara sells apparel, footwear and accessories for women, men and children.
Product lines were segmented into these three categories, with further segmentation within the women’s line as it was considered the strongest out of the three, with an overwhelming majority of women in the target market (78%).
Zara’s consumers are young, value conscious and highly sensitive to the latest fashion trends in the industry. An advantage that the brand has over conventional retailers is that they do not define and segment their target market by ages resulting in designs and styles that can reach a broader market.
Zara offers cutting edge fashion at affordable prices by following the most up-to-date fashion trends and identifying consumers’ demand, and quickly getting the latest designs into stores.
