Zara is a well-known brand with locations all over the world in over 80 countries. It is a brand, which was able to make fashionable clothing affordable to the public. Moreover, the quality of the clothing is also high. Their business model includes all steps of the process: from design, to production, to distribution and sale in their brand stores through a wide retail network ("Company-+ Info | ZARA United States").
Brand’s Customers
The brand was created to provide affordable fashionable clothing. Therefore, the main customers of the brand are middle-class families. Young people probably take up the biggest part of the customer base, as they are the ones ready to experiment with the up-to-date fashion trends constantly changing and updating in the stores. The brand is also ready to meet their expectations with frequent updates to their collection.
Competitors
Zara’s main competitors are Mango and H&M. While the models of clothing in each of the three stores definitely differ, the customers and the prices are nearly the same. All three stores aim for the public with their affordable pricing and interesting fashion. Moreover, H&M even provides lower prices at times. Zara’s fashion is more designer and quicker updated than Mango and H&Ms. Moreover, unlike Mango, Zara produces clothing for kids. Unlike both of the competitors, Zara also has separate stores - Zara Home, which provide solutions for interior decorations and usage. However, while Mango and H&M both spend big budgets on advertising, Zara does not do so. This also makes it stand out from the competitors.
Personality of the brand
Zara as a brand is ever changing on the one hand and stable in its innovations on the other hand. The models in the stores are constantly changing and evolving with the evolving street fashion. This is what makes Zara, who they are. The always up-to date fashion and constant renewal of the merchandise makes the personality of the brand modern, ever changing, fashionable and always up with the flow. The brand does not advertise; they conquer the customers and the competitors with their produce and personality.
Reasons for mass appeal
The brand, which started out as a small store in Spain, keeps up with the changing fashion trends and unlike other fashion brands it is able to bring new models to their stores within a week a two, while it may take up to 6 months for other brands ("Zara Story - Profile, History, Founder, Founded, CEO | Clothing Companies | Successstory"). Together with the relatively low and affordable pricing, the brand appeals to the masses. Moreover, the brand is also very eco-friendly, being the only one to produce 100% toxic free clothing and widely using sustainable technology in their locations worldwide.
Personal point of view
I, personally, really like Zara and even have several pieces of clothing from their stores. However, sometimes their fashion models are a bit too brave for me. I often prefer something more classical or something that I would be able to wear for more than just the nearest fashion trend time of 2 weeks. Nevertheless, the brand also provides models, which are not the screaming fashion for the nearest several weeks, and it is these models that I enjoy buying and wearing most of all.
Thomas Sabo
Thomas Sabo is a leading beauty brand, which sells jewelry and watches. They are involved on the stages of design and distribution of products both for men and women worldwide. With over 200 shops across the globe, the brand tries to create a unique atmosphere for their customers. This German brand has quickly became a lifestyle brand with a wide selection and high interest from even the celebrities.
Brand’s Customers
The brand does not aim for the luxury market share yet their products can often correspond to it. This is a brand, which can be considered affordable for the masses, taking into consideratio the fast that their products are mostly from silver. As the jewelry market, the brand can rely on impulse purchases and collect earnings during the holiday season and it makes the perfect gift for both girls, young ladies and women of all ages. However, the brand’s prices can be a bit high sometimes.
Competitors
Thomas Sabo’s chief competitor is Pandora. The two brands both provide the possibility of personalization of the jewelry. However, as more and more customers are ready to trade up more of less expensive jewelry for a bit of more expensive one, such companies as Agatha, Eliot Bijoux, Pilgrim, Folli Follie, Borgia, and Swarovski also land into the competitive picture of the brand. The strengths of the company, which help it withstand the competitors, are the large variety of products and prices, many partnerships, good global experience and reputation as well as their activity in the social media. However, their competitors remain a big threat because of their large quantity. Counterfeit products can also become their competition in the long run.
Personality of the brand
On their official website, the company states that their driving forces are the love for fashion, innovations and expressive accessories. This love dictates their personality. The detail-oriented brand tries to sell both classic elegant jewelry and extravagant designs of the latest fashion trends. The company’s mission is sustainable transformation of the brand into a global one ("THE HISTORY OF THOMAS SABO").
Reasons for mass appeal
The variety of the brand’s collections makes it very appealing to many. Moreover, the brand also does a good job indicating the function of each of their products. For example, they have a separate section on their website just for brides, with jeweler handpicked for the bride herself, for the groom and for the bridesmaids and flower girls. However, this jewelry can easily be worn regardless of a wedding. The jewelry is made in such a way as to fit with different outfits and even styles. This makes it very attractive to the consumer. Moreover, there is even an option of customizing your own bracelet or necklace.
Personal point of view
Works Cited
"Company-+ Info | ZARA United States". Zara.com. N.p., 2016. Web. 6 Mar. 2016.
http://www.zara.com/us/en/info/company-c11112.html
"Zara Story - Profile, History, Founder, Founded, CEO | Clothing Companies | Successstory". Successstory.com. N.p., 2016. Web. 6 Mar. 2016.
http://successstory.com/companies/zara
"THE HISTORY OF THOMAS SABO". International. N.p., 2014. Web. 6 Mar. 2016.
http://www.thomassabo.com/INT/en/brand-world/company/bw_brand_2014_00_00_history/BW_Brand_2014_00_00_HISTORY.html
