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Positioning On Zara

zara para isc branding coursera

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37 views

Positioning On Zara

zara para isc branding coursera

Uploaded by

carhuatoctoe
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Positioning on zara

Part 1: Positioning Statement for Zara

"Zara targets fashion-conscious individuals, primarily urban professionals and


trendsetters aged 18 to 45, who seek the latest trends with a polished, modern aesthetic.
Positioned within the fast-fashion category, Zara differentiates itself through its ability
to offer high-end, runway-inspired styles at affordable prices. Unlike competitors, Zara
introduces fresh collections at a rapid pace, ensuring that customers always have access
to the most current fashion. The brand’s global reach, consistent quality, and seamless
shopping experience reinforce its commitment to fashion-forward yet affordable
clothing."

Part 2: Perceptual Map

Step 1: Defining the Category and Competitors

In the fast-fashion industry, the category will be framed around the speed of trend
adaptation and the uniqueness of style offerings. Competitors include H&M, Uniqlo,
and Mango, who also focus on affordable, trendy clothing but differ in the speed of
collection updates and the balance between classic and contemporary designs.

Step 2: Plotting Brands

The two axes for this perceptual map are:

1. Trend Adaptation Speed (Slow to Fast): Referring to how quickly the brand
introduces new trends from runways or street fashion into its collections.
2. Style Uniqueness (Classic to Bold/Trend-Driven): Referring to whether the
brand focuses more on classic, timeless styles or bolder, trend-driven, statement
pieces.

Plot:

• Zara: Positioned in the high quadrant for both "Fast Trend Adaptation" and
"Bold/Trend-Driven Styles."
• H&M: Positioned lower on the trend adaptation axis but also bold in style,
though slightly more conservative than Zara.
• Uniqlo: Positioned in the lower left quadrant with slow trend adaptation and a
focus on more classic, minimalistic styles.
• Mango: Between Zara and Uniqlo, offering moderately fast trend adaptation
with a balance of trendy and classic styles.

Step 3: Points of Parity and Difference


• Points of Parity: Zara shares its affordable pricing and accessibility with H&M
and Mango. All three brands offer trendy styles, but Zara’s collection frequency
outpaces both.
• Points of Difference: Zara’s key differentiator is the speed at which it brings
runway-inspired designs to market, introducing new collections much faster than
its competitors, while maintaining a polished and fashion-forward appeal.

Step 4: Justification of Position

Zara is positioned as a leader in fast fashion because it offers a unique combination of


speed in delivering new trends and bold, fashion-forward styles. Unlike Uniqlo, which
focuses on basics and classic styles, Zara's identity lies in pushing bold, stylish pieces
inspired by high fashion. While H&M offers similarly trendy clothing, it lags behind
Zara in terms of the frequency of new collections. Mango falls in between with a more
balanced mix of classic and trendy styles, but it lacks Zara’s cutting-edge appeal.

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