Since 1975 the Zara company developed several sophisticated marketing strategies. Fast fashion, super responsive network and profit margins are only some of them. Zara really sweeps other high fashion houses away by offering almost the same products made with less expensive fabric and at lower market prices. Most notably this company keeps a flat organization which ensures that important communications don’t get lost through the bureaucratic barriers. But this company has plenty to offer. It controls most of the steps on the supply chain: From design to production and from production to distribution.
With an efficient distribution system and the commitment of its employees the company reinforces its competencies. I think that the last point is one of the most important business idea of Zara.
Another interesting concept of Zara is the ‘’ Plus size women’s clothing specialty’’. When I saw this concept I really got happy.
Normally, the textile sector always requires model sizes. That means: Models have to weighed about 23% less than the average woman.
In 2007 The model Isabelle Caro startet a campaign for an Italian fashion house. Unfortunately she died at the age of 28 from anorexia. I’m sure others will follow her (to death) if the fashion industry doesn’t change its requirements and the exploitation of women for their own profits.
Back to Zara, I found the concept Zara G which offers more than just clothes.
It promises suitable size for every woman no matter what shape she is.
So more natural approach and better female form seem to become available with the fashion of Zara. “A woman truly feels beautiful when she recognizes that she is exquisite the way she already is: a wonderful, unique, and exceptional individual.” Zara G.
However Zara G is not a charity for oversized women or the average women.
Behind this concept you can find a well-elaborated marketing strategy.
Experts are concerned about the increase of obesity in Europe. Especially the younger generation is affected by this serious weight problem. The US and Ireland have actually higher obesity rates in the developed world.
On the one hand the Plus Size concept will open Zara the door to a new market niche and on the other hand it will improve its image as a pro-women company.
I like this concept because it kills two birds with one stone. Zara G gets access to a profit promising market and simultaneously it will be able to satisfy those customs (women) who had been neglected by the fashion industry for years.
By the way: I personally prefer plus sized models to malnourished ‘’zombies’’.