ZARA

Field Study
 Introduction
Fashion apparel retail store from Spain
Established globally; 4 stores in the
Lebanon.
Verdun
Downtowon
Dbaiyeh-Zalka
Saida
Fashion at affordable prices positioning
Unique business model
 SWOT: External Analysis

Threats
Opportunities Established competitors
Standardized fashion Economic downtrend –
industry customers may turn to
discount stores like Mango,
Internet retailing
and OXYGEN.
Increased buying
Price sensitivity of Zara’s
power of Zara’s target target market, looking for
market more at less
Importance of Continuous changing trends
differentiation in in the fashion industry
retailing
Metrosexuality trend
 SWOT: Internal Analysis
Strengths Weaknesses
Unique business model: vertical
integration and working through
Not realized
the whole value chain
economies of scale
In-house production: flexibility in
Higher R&D costs to
terms of variety, amount, sizes of
products & very quick to response respond quickly and
to needs of consumers efficiently
Central distribution: minimizing Tendency to prefer
lead times another brands:
Best designs: very quick fashion different tastes &
follower expectations
No advertising besides
in store
 Research Objectives
Looking into the potential consumers’ buying behavior with
regard to fashion apparel
Consumers’ purchase intention
Apparel purchase behavior
Key attributes that consumers look for when buying apparel
Evaluation of the Zara product concept and potential
Desired brand image for Zara
Examine possibility of introducing Zara to the ------ market
Examine brand awareness and brand knowledge of Zara
Examine tendency toward shopping Zara’s clothes
Identify the best location for a Zara store in Lebanon
Examine the potential for a male, Female product line
 Methodology
Data Collection Method

Purpose of study: to gather

information about Zara Brand
Image and consumers’ purchasing
habits and behaviors, attitudes,
awareness level, purchase
intentions, brand’s positioning,
competitors, etc.
 Sampling Method(cont’d)
Sample size: 50 people
68% Female- 32%Male
32% Age Between 18-24
36% Age Between 25-30
44% income below $500
 Sampling Method(cont’d)
32% Under Graduate

44%
Students
Findings
Awareness and Usage Behavior
 90% have purchased once
from Zara stores
 34% Spent for every
purchase in the average
$300-$500.
 32% shopped in ZARA in
the recent three months
 Factors Influencing Buying
Decision
1. Family and Friends (68%) 1.Price of product choices
2. In-stores Displays(16%) (32%)
2.Discounts offered (16%)
3.Variety of product
choices (10%)
 Brand Image
1. 32% Buy Zara Products Because its
Sexy
2. 24% Buy Zara Products Because its
Young
 Brand Awareness
1. 44% Zara Would be their first choice of buying
fashion
2. 56% Would Definitely recommend Zara to others
3. 40% Consider that Zara Offer good Quality
Products
4. 48% Consider Zara as one of their favorite Brands
5. 48% Would Prefer to Buy Zara if compared to the
same feature of another brands
 Conclusion
 Target market: females aged 14-30
young, Sexy, Chic, economically
conservative, and fun
 Trendy, attractive, young brand image
 Unique business model – success
Product
 Zara will offer fresh, stylish, trendy, vibrant
products to the female and Male consumer
 Affordable and fashoinable
Thank
you!