ABJ-4530 Global Brand Management Sample
Overview of the Zara
Zara is the top largest company in the fashion sector that provides its service at the national as well as international levels in the fashion sector. It also archives the world’s largest distribution company among the various international distribution companies. It belongs to Indicted to provide various stylish clothes to the customer those impacts more on connecting more customers to the company product. Zara branches opened in various countries of the globe that connects more national as well as international customers. Amnion Ortega is the boundary of the company. In 1975 the company opened 207 branches around the country. They have generated 19586 million Euro which gives strength to expand their business at the national as well as intertribal level (Zara.com, 2022). Zara is also doing its business in the retail sector where many of the customers are connected to the company. they provide special clients in fast fashion, self-clothing which impacts the benefits of the company
Overview of Zara’s current brand equity position
Zara branding is more popular in the national as well as international markets impact on the benefits of the company. Branding gives a positive impact on the company because more customers are connected with their branding value (Bauer, 2021). They provide the best quality of clothes so many international cultures are willing to buy their products. Currently, Zara’s branding positioning is increasing in international lever because of its high branding (Jha and Veeramani, 2021). TheZara branding reaches top positioning in the fashion industry or in providing their best service to the customer. It has mentioned there all the detailed information about the branding quality of their individual products (Zara.com, 2022). Hence, customers know about their branding and are willing to buy their products.
Figure1: Represent Zara’s worldwide branding values
(Source: Statista.com, 2022)
The above figure represents the worldwide brand value of Zara. It shows in a curve it has achieved top positioning in the year 2019 it got 18424 US million dollars (Statista.com, 2022). In 2019 the branding value is in, however it got down because of the covid-19 pandemic. During the years 2022 and 32021, it lost many economic measures customers stop to buy their product because of the pandemic it has noted a people activity which impacted Zara’s branding value (Seo and Suh, 2019). Zara get 14582 US million dollars in 2020 and in the year 2021, it get 13156 US million dollars which impacts negatively on the company Zara’s branches opened in various countries of the globe connect more national as well as international customers. Ajaccio Ortega is the boundary of the company. In 1975 the company opened 207 branches (Cescoet al. 2021). The countryhave generated 19586 million Euro which gives strength to expand their business in the national as well as the intertribal level. In the year e2016 their initial phase it gets 10089 US, a million dollars the time companies start their business on the international level and start f\to open more branches in the international market.
Zara are manufacturing more branded products that make more satisfaction to the customer. it should impact more on the customer connection to their fashion product (Su, 2020). Zara follows reducing the quality of manufacture principal that give massive strength to the company. it makes more effective products and reduces defective product manufacture that impact reduces the extra cost of the company. Zara is also doing its business in the retail sector where many of the customers are connected to the company (Jha, S.K. and Veeramani, 2021). They provide special clients in fast fashion, self-clothing which impacts the benefits of the company on an international level.
Zara branding also impacts the future of fashion special cloth that is used in the fashion industry (Bui and Muñoz Martinez, 2019). They are provided with affordable art that makes more satisfaction the customer by buying their product. They do not tolerate a signal mistake during the manufacturing process of the cloth which gives massive attraction to their product looks. Zara’s principle is to provide the best quality of product to the customer that shouts to give the opportunity to generate more economy (Zara.com, 2022). They are currently top-rated branding companies at national as well as internet law levels.
Global brand marketing programme Recommendation
Zara comes with a very short and successful retail fashion brand worldwide affordable stylish clothes where they are getting to be innovated with a passion for manners amongst a comprehensive spectrum of consumers. According to the observation of Steenkamp, (2020), Zara comes with men, women, and elders, culture, and overall age group are the articles to get loved. The consequence is the brand’s deals to maintain conveying higher, and the demand share preserves supplementingZara.com, 2022. Conducting such spectacular influences, Zara doesn’t peddle the method additional fashion trademarks do. It has an innovative transaction technique that can determine and encounter a higher point of view as well as faithfulness. There are numerous characteristics that donate to the success of Zara, but key soundness is undoubtedly Zara’s transaction practice that concentrates on the shoppers. Whereas Zhou et al. (2020), these come within an incorporated sector that has an index where firms are holding a worldwide expansion over a distributed procedure that rapidly reacted to the fashion firm sensations as they are deviating their merchandising.
Zara comes with a brand value of the survey that gets to be appropriately calculated on a total of 16.5 billion Euros. According to the suggestion of Kim et al. (2019), there is a contemporary technique that comes ahead with a fashion target where they are having immature consumers as its primary customer station, significantly the millennial. Additionally, these comers with the point of view they want fashionable but reasonable fashion commodities, Zara sharply nourishes the belated classes at downward prices. Furthermore, they are getting to be regarded with a differentia that is not negotiated, the fabric manipulated is still of satisfactorily acceptable differentia but meant to be performed for just a single season. Zara comes with men, women, and elders, culture, and overall age group are the articles to get loved. Whereas Hussein and Hassan, (2018), Zara doesn’t peddle the method additional fashion trademarks do. It has an innovative transaction technique that can determine and encounter a higher point of view as well as faithfulness.
Recommendation
- Zara is getting to be diminished with the regulation of fabricating quantity for a specified style where they are not at all getting to be reduced divulgence to any single consequences. This firm comes with an owned giant textile with its brand as they are only the methods of the supply chain for an additional turnover product. They are only getting to be designed with a derivative that is marketed in accounts.
- The influencing marketing of Zara firms that pioneer utilizing their reach influencer potential previous to another brand as its focus on the particular model of the influencer as a marketing approach. The brand of Zara comes with a product that gets to be generated towards a lower pricing country where acquisitions in the manufacturing house are as much as possible.
- The retail fashion brand worldwide affordable stylish clothes where they are getting to be innovated with a passion for manners amongst a comprehensive spectrum of consumers. The success of Zara, but key soundness is undoubtedly Zara’s transaction practice that concentrates on the shoppers. Zara’s technique is to suggest a higher number of unrestricted by-products than its nominees.
More branded products are being produced by Zara, increasing client pleasure. It need to have a greater effect on how customers relate to their trendy merchandise (Su, 2020). Zara adheres to the maxim of lowering manufacturing quality, which greatly strengthens the business. It produces more efficient products and decreases the production of defective items, which impacts the company’s additional costs. Additionally, Zara operates in the retail industry, where many of its clients are related to the corporation (Jha, S.K. and Veeramani, 2021). They offer specialised customers in quick fashion, self-clothing, which affects the advantages of the organisation on a global scale.
References
Journals
Bauer, H., 2021. From the Runway to the Racks: A Comparative Analysis of Gucci and Zara.
Bui, A.Q. and Muñoz Martinez, V., 2019. The impact of product promotion on customer loyalty: A quantitative study on Zara.
Cesco, S., Zara, V., De Toni, A.F., Lugli, P., Evans, A. and Orzes, G., 2021. The future challenges of scientific and technical higher education. Tuning Journal for Higher Education, 8(2), pp.85-117.
Fahy, J. and Jobber, D., 2019. EBOOK: Foundations of Marketing, 6e. McGraw Hill.
Foroudi, P., 2019. Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, pp.271-285.
Hollensen, S., 2020. Global marketing. Harlow: Pearson.
Hussein, R. and Hassan, S., 2018. Antecedents of global brand purchase likelihood: Exploring the mediating effect of quality, prestige and familiarity. Journal of International Consumer Marketing, 30(5), pp.288-303.
Jha, S.K. and Veeramani, S., 2021. Sorting Responsible Business Practices in Fast Fashion: A Case Study of Zara. Journal of Management and Public Policy, 12(2), pp.54-58.
Jha, S.K. and Veeramani, S., 2021. Sorting Responsible Business Practices in Fast Fashion: A Case Study of Zara. Journal of Management and Public Policy, 12(2), pp.54-58.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of Marketing, 9e. McGraw Hill.
Kim, M.Y., Moon, S. and Iacobucci, D., 2019. The influence of global brand distribution on brand popularity on social media. Journal of International Marketing, 27(4), pp.22-38.
Kotabe, M.M. and Helsen, K., 2022. Global marketing management. John Wiley & Sons.
Seo, K. and Suh, S., 2019. A study on the characteristics and social values of vegan fashion in H&M and Zara. Journal of Fashion Business, 23(6), pp.86-100.
Solomon, M.R., Marshall, G.W., Stuart, E.W., Barnes, B.R., Mitchell, V.W. and Tabrizi, W., 2019. Marketing: Real people, real decisions. Pearson UK.
Steenkamp, J.B.E., 2020. Global brand building and management in the digital age. Journal of International Marketing, 28(1), pp.13-27.
Su, Y.Z., 2020. The Internationalization Strategies of Fast Fashion Clothing Retailer Brands: A Cases Study of ZARA, H&M, UNIQLO, and Gap.
Zhou, F., Mou, J., Su, Q. and Wu, Y.C.J., 2020. How does consumers’ Perception of Sports Stars’ Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity. Journal of Retailing and Consumer Services, 54, p.102012.
Website
Statista.com, 2022Represent Zara’s worldwide branding valuesAvailable at: https://www.statista.com/statistics/980126/brand-value-of-zara-worldwide/[Accessed on: 04th November2022]
Zara.com, 2022.ZaraAbout us.Available at: https://www.zara.com/in/en/z-company-corp1391.html [Accessed on: 04th November2022]
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