Evaluation of Zara's fashion marketing performance Term Paper

Evaluation of Zara's fashion marketing performance - Term Paper Example ithin the Singapore apparel industry is almost one point three percent and it occupies the sixth position after the other international brands such as Mango, Guess, Espirit and the like (Burgen, 2014). Its vision is to satisfy the customer’s desires and needs and therefore they keep on renovating business so that it may be able to improve the condition of the business and satisfy the customers. Zara’s mission statement includes the ideals of contributing to the world in which they interact so that it may lead to sustainable development of the entire society (Jacob & Mamgain, 2011). The brand actually deals with clothing, footwear and accessories designed for men, women and children. The main advantage that Zara has in comparison to the other retailers on the market is that they do not define their segmentation into ages, therefore they are able to cater a broader range of market and capture more customers. Values that are mostly associated with the brand Zara are modern , trendy, glamorous and the likes (Zara.com, 2010). Typically a Zara customer is mostly a young, trendy fashion conscious individual who is also seeking value in the products that he or she is buying. Moreover the customer is highly related and updated with the latest fashion trends and is keen on purchasing products which carry a highly fashionable outlook or design but a reasonable price tag. The ultimate value that they want from these products are that they should be sophisticated, impressive and should add a glamor quotient to their wardrobe. Zara is such a brand which is proud of its decision to avoid mass production. In the domain of style and design, it offers its customers with the latest style and designer products. It aims at achieving high fashion with a low price intent. . The customers who buy Zara are mostly young, fashion conscious and they are also very conscious of the value of products. They are also highly aware of the latest fashion trends in the