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Apparel Industry Outlook The global apparel chain was a typical buyer-driven chain in which upstream structure was fragmented locally owned dispersed and often tiered production whereas downstream structure was relatively concentrated intermediaries The industry was coordinated and dominated by downstream intermediaries like retailers and branded marketers A short summary of the apparel industry characteristics was as follows Production Very fragmented apparel production Developing countries had an unusually large share about one half in total exports due to cheaper labor and inputs Proximity was important since it reduced shipping costs and lags Despite Chinas existence as an export powerhouse regionalization was the dominant motif of changes in apparel trade in the 1990s Retailing The increasing concentration of apparel retailing in major markets was thought to be one of the key drivers of increased trade In order to improve speed and flexibility large apparel retailers played the leading role in promoting quick response QR Retailing activities remained quite local with respect to other industries Customers Per capita spending on apparel tended to grow less proportionately with increases in per capita income so that its share of expenditures typically decreased as income increased Significant local variation in customers attributes and preferences was an issue not only between regions but also within regions ZARAS BUSINESS MODEL We mainly analyzed Zara to recommend on Inditexs strategy since it was the flagship of Inditex and the generator of a huge percentage of financial results by itself Zara used needs-based positioning targeting a specific segment of customers and providing a tailored set of activities that can serve those needs best in developing its business model Its selling ideas was giving middle class customers an exclusivity feeling in its stores with fashionable products service store design and store locations Marketing Mix Zaras well-designed marketing mix was in consistency with its medium quality fashion clothing at affordable price positioning and its selling idea Target Customer It targeted fashion-conscious customers who were at
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