ENTRY STRATEGY

Entry Strategy for ZARA - Turkey

Entry Strategy for ZARA - Turkey

Introduction - Company Snapshot

Zara is the best known production and sales chain and the Group has approximately 25,000 employees worldwide and approximately 1,390 stores in 74 countries on four continents, including about 275 in Spain. In 2011, Zara achieved the sales of 9.709 billion Euros between February 1 and 31 October together with the other subsidiaries of the Inditex Group. Inditex's net income rose 10% to 1.302 billion Euros. Zara manufactures and sells clothing for women, men and children. Clothes are located in the medium to higher medium-price segment. Unlike other retailers Zara produces most of its goods themselves and in European countries such as Spain and Portugal (www.guardian.co.uk).

The business concept is based on very quickly to respond to developments in the international fashion and often introduce new models and lines in the stores. The chain has more than 200 fashion designers. The clothing is sold exclusively through its stores, which are usually in attractive locations in city centers and shopping centers, as the only form of advertising shop windows and store decorations used. Solely the advertising in the window was sufficient to attract the customers (www.guardian.co.uk). The core is based on a major brand building without changing the marketing efforts exceeds the actual target market. Zara is a company in the textile industry; the world sells fashion for women, men and children and operates a chain of retail stores. Probably one of the great strengths of the company was to become famous without having to resort to traditional advertising.

The ZARA makes announcements or advertising campaigns. All the marketing is focused in the stores themselves. Therefore, always the best premises, strategically located on streets or shopping centers more, such as the Regent Street in London, Rue Rivoli in Paris, Fifth Avenue in New York and Avenue of the Americas in Rio de Janeiro. Nevertheless, on specific occasions were made advertising campaigns.

Background

The secret of business success is in its format. While traditionally the fashion industry produces clothes and then invests in marketing to sell to customers, Zara tries to find out what customers want and then produce and sell in stores. Keeping inventories low and high renewal shelves. Although all retail has suffered, the fashion brand Zara suffered less, depending quotient of its low cost and quality. Zara became a power truly global in recent years, has a particular business model solid, with weekly releases of new products and a design driven by consumer, based on information provided by market experts, buyers, and also designers (www.guardian.co.uk).

The range of Zara alongside trendy jackets, trousers, shirts, jackets, sweaters and underwear also includes accessories like shoes, bags and belts. The concept is so simple and successful: copy more expensive brands, fast production, a circulation of more than four weeks, no ads but the best locations in the city. The chain has more than 200 fashion designers in order to implement new trends quickly. Every year more than 11 thousand new items placed ...