ZARA Brand Marketing Strategy

Due to its high positioning, the selection strategy of "fewer but better" and "golden location" is more suitable for ZARA, and the top shopping centers and popular shopping centers naturally become the first choice for ZARA.

Unlike traditional casual wear brands, it relies on the ability to absorb people. image ZARA and other fast fashion brands have the ability to upgrade the whole level of the project and even the overall rent level. Therefore, they are in a relatively strong position in the game with the shopping center. The shopping center is willing to provide gold location for the project, and adopts the settlement method which is higher than the bottom rent and the business water point. (as the total amount of the water points is usually much higher than the bottom rent amount, the actual settlement uses the method of deduction).

Rent is traditional leisure. Clothing brand The main cost of stores is, therefore, the brand stores such as Baleno need to be higher than the level of rent. However, for ZARA and other fast fashion brands, because the main cost of stores is the point of discount, there is no rent pressure, ZARA can decide the store area according to its own needs, and turnover is particularly important. Therefore, in order to protect the high turnover, a good business atmosphere, steady flow of people and brand adaptability are more important when choosing a fast fashion brand. Compared to Baleno's blossom everywhere, ZARA has only 3 World stores in Beijing, including SOLANA, Xidan and Joy City, all of which occupy the gold position of the project. Their location is slightly higher than that of Xidan business district. Mainstream population With a reasonable consumption gap, ZARA Yuecheng store has created an annual turnover of nearly 3 times as much as less than 800 square meters of area. If we use Ping efficiency calculation, ZARA Joy City store will reach 7 times of the world level store.

Because ZARA and Baleno are in the Joy City, we can make an intuitive comparison. Baleno adopts the fixed rent method, while ZARA actually adopts the method of the point settlement, the actual rent = the annual turnover discount rate / area. In other words, the rents of ZARA and other fast fashion brands are "made by themselves". In the joy city project, the real "rent" that ZARA occupies the gold position is only 2 times that of the 2 level of Baleno, but it has created Baleno8 times of the flat effect, and the turnover is even 21 times.

On the whole, in the increasingly fierce competition of new brands and casual clothing market, "Baleno" has always maintained its own tone of development and occupies an inherent market share. However, with the strong brand appeal, the updated consumption concept, and the location advantages of "rent self determination" and "golden location", the fast fashion brand has been gradually approaching. According to the current momentum, we have every reason to believe that the leisure clothing market of the top tier shopping centers in the first tier cities will become the world of ZARA and H&M in the future.