ZARA brand positioning can successfully divide the market, and the key lies in being close to the needs of consumers and fully integrating regional resources. ZARA is an international fashion brand with "low price but high quality", with middle and high consumers as the main customer groups, so that low-priced clothing can be as fashionable and beautiful as high-priced clothing, and meet the psychological needs of consumers who don't need to spend a lot of money to pursue fashion.
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ZARA's success lies in its unique market positioning and marketing strategy. ZARA combines luxury and changeable fashion, quality and public parity, redefines the concept of fashion and realizes selling "fashion" like selling hamburgers. ZARA has a unique way between high-end fashion and mass clothing: it not only abandons the traditional idea of industrialized clothing production, but also does not choose to set foot in luxury brands. It is to make the Chinese clothes displayed on the runway become an "affordable fashion". Therefore, ZARA is also called "the most creative and destructive retailer in the world".
ZARA puts out about 120000 kinds of fashions a year, and the number of each fashion is generally small. Even the best-selling styles, ZARA is only limited to supply, and often there are only two styles in a specialty store, and they are not replenished after being sold out. Just as the limited issuance of stamps has enhanced the value of philatelic products, ZARA has also cultivated a large number of loyal followers through this "reclamation" method. "Multi-style, small batch", ZARA has achieved a breakthrough in economic scale.
Baidu encyclopedia -ZARA