Prime retail locations

Zara has chosen locations in prime retail areas of Singapore, for instance, Ion Orchard, Orchard Road and 313@Somerset where human traffic is high. This decision by Zara was to use their prime location as a promotional tool since Zara does minimal advertising on traditional mass-media platforms. Thus, Zara invests in prime locations as they place great emphasis on the presentation of its storefronts. Having a good image projection of its store is vital as it is their most effective marketing communications tool. When customers walk into a store, Zara wants them to feel that they are being offered the latest fashion.