Sbha-55 group Okiljonova (Alimatova) Maxsuma

The Remarkable Brand Strategy

Zara was ranked 29th among the finest global brands by global brand consultant Interbrand in 2019. Its main ideas may be summed up in four words: beauty, clarity, functionality, and long-term sustainability.

Zara’s success has been primarily attributed to its ability to keep up with fast-shifting fashion trends and incorporate them into its collections with minimal delay. Zara identified a large market vacuum that few apparel manufacturers had properly addressed from the start.

This was done in order to stay up with the newest fashion trends while also providing apparel collections that are both high quality and inexpensive. The brand keeps a close watch on how fashion is changing and on the latest trends that evolve across the world. Based on these ever-evolving trends and styles, Zara creates new designs and puts them into stores within a week or so. In comparison with other brands, most fashion brands would take nearly 6–7 months to get their new designs and collections into the stores.

This was done in order to stay up with the newest fashion trends while also providing apparel collections that are both high quality and inexpensive. The brand keeps a close watch on how fashion is changing and on the latest trends that evolve across the world. Based on these ever-evolving trends and styles, Zara creates new designs and puts them into stores within a week or so. In comparison with other brands, most fashion brands would take nearly 6–7 months to get their new designs and collections into the stores.

This strategic ability to introduce new collections based on the latest trends in a rapid manner has helped the company to beat other competitors. It was because of these reasons that the brand became people’s favorite. It is especially beloved by the people who love to keep up with the latest fashion trends and styles.

Zara is known for producing clothes that survive the fashion trends for a month or two and here are three areas that the brand likes to concentrate on:

• Shorter lead times: Shorter lead times allow Zara to ensure that its stores have those clothes that customers want at the time. While many businesses try to predict what customers will buy months in advance, Zara follows its customers and delivers them exactly what they desire at any given time.
• Lower quantities: Zara not only restricts its exposure to any one product but also generates fake scarcity by decreasing the number made for a certain style. The theory that applies to all fashion goods (and especially luxury) is that the less available an item is, the more desirable it becomes. Another advantage of making smaller numbers is that if a style fails to gain momentum and sells poorly, there isn’t a large amount to dispose of.
• More styles: Zara creates more styles, around 12,000 every year, rather than higher numbers per style. Even if a design sells out quickly, more styles are on the way to fill the void. This implies more options for consumers and a better chance of getting it properly.