ZARA.COM SWOT ANALYSIS
Zara, a chain of Spain’s Inditex Group is an unprecedented force in the global retail industry
with its in-house ability of getting designs from the sketchpad to the store floor in two weeks
time, a cycle that takes most retailers 6-9 months to accomplish. Zara’s strict structure and
vertical integration permits the success of its swift distribution cycle in addition with cutting
costs, creating exclusivity, maximizing the sale of full priced inventory, affordable merchandise
and customer loyalty to the brand. The brand does an outstanding job in appealing to a broad
target market of men and woman ages 18 – 40 by offering an array of high fashioned items at
affordable prices. The company’s adherence to animal welfare and environmental
commitment, further establishes its customer loyalty. Perhaps, the most intriguing attribute of
Zara is its “No Advertising” concept to channel the brand’s focus and funds into the store’s
expansion and projects instead.
On September 7, 2011, Zara launched the shopping version of Zara.com to the United
States. This made Zara’s fashions available to parts of the nation that lacked the company’s
brick and mortar presence. Aesthetically, the website is great. It is easy on the eye and offers
the right amount of flash that enhances the online shopping experience without causing
difficulty for the consumer’s navigation. The upload speed of the website’s content is efficient
for both low speed and high speed connections and is very user friendly. Unlike , its competitor
H&M , Zara offers consistency in its merchandise displays, each image is displayed on a model ,
accurately emphasizes the item up for sale in each photograph, offers the option of viewing the
item in multiple angles , zoomed in and afar, and easy customizable browsing by price , size ,
Tonaya Wright
September 19, 2011
Swot Analysis - Zara
