EVALUATION

THE BRAND'S APPEAL AMONG YOUTHFUL DEMOGRAPHICS IS BOOSTED BY ZARA'S CAPACITY TO IDENTIFY THE APPROPRIATE TREND AT THE IDEAL TIME AT AN INEXPENSIVE PRICE. DUE TO ITS EXTENSIVE SELECTION FOR ALL GENDERS, ZARA HAS A STRONG ATTRACTION AMONG BOTH MEN AND WOMEN. ITS WIDE SELECTION OF CHILDRENSWEAR APPEALS TO YOUNG PARENTS, WHILST ITS ASPIRATIONAL FASHION-FORWARD TRENDS AND QUALITY STANDARDS INCREASE ITS APPEAL AMONG MILLENNIALS. ALTHOUGH IT DOES OFFER SOME LUXURY RANGES, ITS STANDARD COSTS ARE REASONABLE, MAKING IT SUITABLE FOR A WIDER RANGE OF INCOME BRACKETS. THE CAPTIVATING VISUAL MERCHANDISING AND MODERN DESIGN GIVE ZARA STORES MUCH DESTINATION APPEAL. THEY HAVE ALSO TAKEN CREATIVE MEASURES TO INTEGRATE THEIR OFFLINE AND ONLINE CHANNELS, BUILDING PHYSICAL STORES, AND LAUNCHING MOBILE APP FEATURES LIKE CLICK AND FIND, WHICH LETS CUSTOMERS LOCATE SPECIFIC ITEMS IN-STORE, AND CLICK AND TRY, WHICH LETS THEM RESERVE FITTING ROOMS THAT CAN BE ACCESSED VIA A QR CODE. IN ORDER TO INCREASE CONVENIENCE AND SHORTEN THE CUSTOMER TRIP, THEY HAVE ALSO ADDED SELF CHECKOUTS TO MANY OF THEIR LOCATIONS. SALES AND PROFT OF THE COMPANY, CURRENTLY APPEAR TO BE RISING AT AN ADVANCED RATE, SETTING THEM IN A COMFORTABLE POSITION HOWEVER PHOTOGRAPHS FROM THEIR WEBSITE HAVE ATTRACTED CRITICISM FROM CUSTOMERS FOR THE UNREALISTIC MODEL POSES THAT STOP THEM FROM PROPERLY VIEWING THE ITEMS AND HOW THEY APPEAR ON. GOING FORWARD, THEY SHOULD MAKE THESE IMAGES MORE ACCURATE TO INCREASE ONLINE SALES AND REDUCE RETURNS. THEY SHOULD ALSO TRY TO INCREASE ONLINE SPENDING BY ENHANCING THE ENGAGEMENT ON THEIR SOCIAL MEDIA PAGES, SUCH AS THROUGH COLLABORATIONS WITH INFLUENCERS. THIS IS A MARKETING TACTIC THAT THEY HAVE SO FAR AVOIDED, COMPARED TO THE MAJORITY OF OTHER FASHION BRANDS THAT HAVE DEMONSTRATED ITS EFFECTIVENESS IN INCREASING AUDIENCE AWARENESS AND APPEAL. HOWEVER, THEY WOULD NEED TO BE CAUTIOUS WHEN CHOOSING THOSE TO COLLABORATE WITH, AS NOT TO COMPROMISE THE DESIRED BRAND IMAGE THEY HAVE SUCCESSFULLY ATTAINED.