The strengths of Zara’s brand are its ability to quickly adapt to fashion trends and rapid development. In addition, Zara stores are widespread and located in the most advantageous points in the world (Duoyan, 2021). It provides a great variety of clothes that resemble the works of famous designers, however, their price became affordable. The weakness of the brand is its belonging to fast fashion associated with poor sustainability and negative ecological impact. Moreover, after the pandemic, many stores stopped working efficiently as the number of employees decreased. Finally, things of this brand are frequently of poor quality that does not match with the brand’s price policy.
In order to leverage its strengths, Zara may launch the campaign for its customer in order to attract them to clothes’ design via social media platforms. In this case, products will be more customer-oriented – they will not only resemble high-end fashion but will be more desirable for customers of different age, ethnicity, and proportions. At the same time, the company should pay closer attention to the quality of its products to offset its probably the most substantial weakness.
The main opportunity for Zara along with the improvement of the quality of its products is the continuous development of its online store with several options for delivery. First of all, it will allow the company to stay competitive and address its consumers’ needs as the demand in online shopping substantially raised during and after the pandemic. In general, opportunities for Zara are vital because they will directly affect the marketing component and the development of the brand itself. At the same time, the improvement of its customer service, clothes’ personalization, and the review of its price policy will help Zara eliminate its major threats. In addition, the possibility of rebranding or the introduction of new missions, such as sustainability, equality, and tolerance, should be considered as well.
Reference
Duoyan, H. (2021). Research on ZARA strategy from the perspective of SWOT analysis method. In 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021) (pp. 201-205). Atlantis Press. Web.