POSITIONING MAP

I created a positioning map to see where ZARA stands in relation to quality and price to their competitors. To gage an idea of where each brand should be placed I looked on each of their online stores to find out the average price of a basic plain white t-shirt. As you can see in the table above ZARA was actually the most expensive by far. However I shop their regularly and would not say that I find their products expensive especially compared to TOPSHOP. The positioning map below has been conducted  to my personal shopping experiences as well the results from the table.

ZARA ONLINE

 

I began my research on ZARA's website to see if I could find a bit more about the background of the company and its possible aims or objectives. 

"Zara is one of the largest international fashion companies. It belongs to Inditex, one of the world’s largest distribution groups.

The customer is at the heart of our unique business model, which includes design, production, distribution and sales through our extensive retail network." 

I also came across their Mission Statement : 

"Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts. The company's commitment to the environment is included in Inditex Group’s Corporate Responsibility Statement, published on our website: www.inditex.com." 

I wasn't already (and I am sure lots of people are not) aware of the Environmental and Animal Welfare Policies ZARA are involved with.    

Environmental Policy : Save energy/ Produce less waste and recycle/ Ecological fabrics/ Biodiesel fuel in transport.

Animal Welfare Policy:  

"All products of animal origin sold in our shops, including fur and leather, come exclusively from animals raised on food farms and under no circumstances come from animals sacrificed exclusively for the sale of their hide."

Assessment One

Group Presentation:

Working as a group we are to identify two multichannel fashion brands (who sell to UK consumers) and investigate and analyse their current situation in the market. Then compare and contrast these two brands to H&M.

With the research we are to prepare a 15 minute presentation covering both Macro (PESTLE) and Micro (SPICC) factors affecting the brands and a SWOT analysis. As well as suggesting how we feel we could improve the overall sales of the brands based on the findings.

Three Brands : ZARA/ H&M/ TOPSHOP

As a group we chose to split the workload by brand.

NINA: TOPSHOP

PAULA: H&M

EMILY (ME): ZARA

SABRINA: THEORY 

MARKETING THE FASHION PRODUCT

Hello. Welcome to my Marketing the fashion Product project blog. Its just a collection of my ideas, thoughts, research and reflections throughout my project.