CUSTOMER PROFILE
The first Zara store was opened in 1975 in Spain by founder Amancio Ortega Gaona (Intidex, no date). The brand is very customer-orientated and market segmentation is key to its success; by understanding its customers, the company has successfully built up brand loyalty. Zara's marketing approach is demonstrated by the way it has chosen to limit its spend on conventional advertising because the company’s belief is that this does not bring added value to the customer base (Tungate, 2005). Fast fashion accounts for up to 20% of the goods Zara produces (Bruce and Daly 2006) and is key to Zara’s marketing strategy.
DEMOGRAPHIC
When considering Zara’s target demographic it is clear that the company targets customers with a mid to lower-range income as its “strategy is to offer cutting edge fashion at affordable prices” (2011, Harbott). According to Keller (2012) “the main users age from 1834, in addition, they are mostly female and half of them have children”. The target customer “earns up to $60k per year and graduated school”.
When considering the results from primary research taken from a sample size of 16, 25% of customers were male but the majority, namely 75% were female. In terms of employment status, 25% of people were employed and the other 75% were students, which links back to the fact that Zara caters for people with a lower disposable income. However, of those that were employed, 67% work in legal occupations and 33% work in sales and related occupations.
PSYCHOGRAPHIC
The typical Zara customer has a clear set of interests, the main being fashion. Zara makes clothes for “girls with an appetite to wear what's new, chic and straight off the runway” (Winckel, 2013). The brand attracts this type of customer as it “can move from identifying a trend to having clothes ready for sale within 30 days, whereas most retailers take 4-12 months” and they produce “around 12,000 styles per year (compared to the retail average of 3,000), which means that fresh fashion trends reach the stores quickly” (Harbott, 2011).
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The questionnaire created as primary research revealed that 38% of customers enjoyed reading and 13% were interested in music. Further, Cubeyou (no date) revealed that the two most popular artists that Zara customers listen to are BeyoncÊ and Rihanna. The brand’s target customers also use social-media channels like Facebook, Youtube and Instagram (Keller, 2012) and keep up to date with celebrity culture. Due to this interest in celebrities, Zara customers are likely to be ambitious and want to emulate the V.I.P look.
BEHAVIOUR The buying behaviour of the target customer differs to the average customer, for example “a typical Zara customer visits the store 17 times a year compared to the average of 3 times per year” (Harbott 2011). This is because Zara “views fashion products as disposable with a maximum three to four week sell-by period” meaning that “customers will keep coming back throughout the season to see what's new” (anonymous, 2003). This indicates that that Zara customers are impulsive and are likely to buy a product in case it is no longer in stock the next time they go into store.
GEOGRAPHIC
Finally, “the main visitors by countries of Zara.com are from Spain (11.2%), United States (10.6%), United Kingdom (8.1%), France (7.7%) and Germany (6.6%)” (Keller, 2012). Also the typical Zara customer lives in “major cosmopolitan capitals of the world” (Winckel, 2013) in more economically developed countries.
CUSTOMER PEN PROFILE
Name: Laura Wells Age: 25 Occupation: Fashion Blogger Home: London Dependants: None
Shops: H&M, French Connection, Warehouse, Office Interests: Reading, Instagramming, reading Vogue and Elle magazine, going to fashion shows, watching romantic films, travelling Nightlife: Drinking in bars with friends
References:
Figures:
Anonymous. 2003. Zara creates a ready to wear business: Leading fashion label designs its whole operation to fit the customer. Strategic Direction. Volume 19. Page 25
1. Zara. 2012. [Online]. [Accessed 3 March 2017]. Available from: http://www.fashionsquad.com/zara-aw2012-video/
Bruce, M and Daly, L. 2006. Journal of Fashion Marketing and Management. Fast fashion. Volume 10. Page 330
Cubeyou. No date. Zara Customer Profile. [Online], [Accessed 22 March 2017]. Available from: http://customer-profile.com/apparel-andfashion/clothing/unisex/zara-customerprofile.html
Harbott, A. 2011. Analysing Zara’s business model. [Online]. [Accessed 22 March 2017]. Available from: http://www.harbott.com/2011/03/03/analysingzaras-business-model/
Intidex. No date. Our History. . [Online], [Accessed 22 March 2017]. Available from: http://www.inditex.com/en/our_group/our_hist ory
Keller, A. 2012. Zara Marketing Audit. [Online]. [Accessed 22 March 2017]. Available from: http://www.oeconomicae.com/documents/Autho r/Marketing%20Audit,%20Zara,%20Arteixo,% 20Spain.pdf
Tungate, M. 2005. Fashion Brands, Branding Style from Armani to Zara. First Edition. London: Kogan Page
Winckel, S. 2013. Zara Brand Profile. [Online]. [Accessed 22 March 2017]. aAvailable from: http://elitedaily.com/women/brand-profile-zara/
2. Zara. 2012. [Online]. [Accessed 3 March 2017]. Available from: http://www.fashionsquad.com/zara-aw2012-video/ 3. Zara. 2012. [Online]. [Accessed 3 March 2017]. Available from: http://www.fashionsquad.com/zara-aw2012-video/ 4. Fischapark. No date. [Online]. [Accessed 3 March 2017]. Available from: http://www.fischapark.at/de/shopsgastro/zara 5. Time Magazine. 2014. [Online]. [Accessed 3 March 2017]. Available from: http://dopeavenue.com/beyonce-namedworlds-influential-person-time-magazinenews/ 6. Hunger. 2016. . [Online]. [Accessed 3 March 2017]. Available from: http://www.hungertv.com/feature/vogueslammed-for-rude-dated-comments-againstfashion-bloggers/ 7. Gorceag, E. 2015. . [Online]. [Accessed 3 March 2017]. Available from: http://www.thefashioncuisine.com/cozygrey-hm-mohair-sweater-and-stan-smithsneakers/ 8. Makarchuk, V. 2015. [Online]. [Accessed 3 March 2017]. Available from: http://kickymag.ru/zhizn-karera/kaksovmeshchat-uchyobu-i-rabotu-i-pri-etomvsyo-uspevat 9. Kudack, P. 2014. Online]. [Accessed 3 March 2017]. Available from: http://www.elle.com/culture/celebrities/g912 6/elle-december-2014-cover-girl-rihanna/ 10. Meisel, S. 2017. [Online]. [Accessed 3 March 2017]. Available from: http://www.fashiongonerogue.com/zaraspring-2017-campaign/
Figures: 11. Meisel, S. 2017. [Online]. [Accessed 3 March 2017]. Available from: http://www.fashiongonerogue.com/zaraspring-2017-campaign/
21. Gutu, B. 2016. Online]. [Accessed 3 March 2017]. Available from: http://www.thefashioncuisine.com/category/tr avel/
12. Meisel, S. 2017. . [Online]. [Accessed 3 March 2017]. Available from: http://www.fashiongonerogue.com/zaraspring-2017-campaign/
22. Gutu, B. 2017. Online]. [Accessed 3 March 2017]. Available from: http://www.thefashioncuisine.com/winterskincare-routine-blogger-tips-best-products/
13. Meisel, S. 2017. [Online]. [Accessed 3 March 2017]. Available from: http://www.fashiongonerogue.com/zaraspring-2017-campaign/
23. Gutu, B. No date. Online]. [Accessed 3 March 2017]. Available from: http://www.thefashioncuisine.com/
14. Meisel, S. 2017. [Online]. [Accessed 3 March 2017]. Available from: http://www.fashiongonerogue.com/zaraspring-2017-campaign/ 15. Sims, D. 2012. [Online]. [Accessed 3 March 2017]. Available from: http://www.designscene.net/2012/08/caradelevingne-zara-fw12-13.html
16. Sims, D. 2012. [Online]. [Accessed 3 March 2017]. Available from: http://www.designscene.net/2012/08/caradelevingne-zara-fw12-13.html 17. Sims, D. 2012. [Online]. [Accessed 3 March 2017]. Available from: http://www.designscene.net/2012/08/caradelevingne-zara-fw12-13.html 18. Sims, D. 2012. [Online]. [Accessed 3 March 2017]. Available from: http://www.designscene.net/2012/08/caradelevingne-zara-fw12-13.html 19. Sims, D. 2012. [Online]. [Accessed 3 March 2017]. Available from: http://www.designscene.net/2012/08/caradelevingne-zara-fw12-13.html 20. Gutu, B. 2016. Online]. [Accessed 3 March 2017]. Available from: http://www.thefashioncuisine.com/category/ travel/
Molly Winter
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