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Product overview

Zara is a renowned clothing store that offers quite a range of designer clothes at relatively fair prices as opposed to other designer stores. The company provides its customers the ability to own fast fashion clothes that are trendy as per the current fashion fads (Danziger,1). The power of the company to identify fast fashion clothes and efficiently produce more pieces in a cost-effective manner for numerous buyers in real time makes Zara stand out. Other high-end clothing stores such as Gucci, Louis Vuitton have unique products that they sell for quite a long time (Davis,2). Alternatively, Zara has been able to identify the fast-changing customer needs hence aims to shift their production based on the interests of their customers as per the shifting fashion fads.

The clothing industry is quite competitive, and brand image and quality is a crucial factor in increasing a company’s sales. However, despite all the investment put into making apparel of different sizes, plus-sized clothes are rarely considered (Magner,3). In the advent of designer brands, most apparel stores have resorted to making authentic pieces that are sold at a highly high price due to their uniqueness. The company can resort to making designer clothes in numerous sizes and numbers to accommodate its wide customer range globally. It will use the quick-response method of production to eliminate time wastage and improve its response time, especially towards making new apparel for each season. It is reported that in one week, the company can produce new products that are in fashion. For other companies such as Louis Vuitton and H&M, exclusive associations with their renowned designers mean that the clothes are quite expensive. However, Zara has managed to identify a close team of well-established designers who produce better designs affordably.

Clothes make a statement about an individual, and the more fashionable they are, the better an individual’s brand and image improve. Designer clothes are quite expensive and come with some class advantage that portrays an individual’s ability to have a high fashion sense. For most individuals, however, to be able to afford the clothes without any challenge comfortably is quite difficult based on their prices. Zara makes it easier for its numerous customers to afford the designer clothes at relatively lower prices as opposed to other high-end fashion stores (Avada, 4). Apart from pricing, the quality of the clothes is relatively good hence more desirable. For most clothing stores, marketing and advertising seem to play a significant role as a means of pushing put their brand image as well as attracting more customers. However, Zara has a marketing strategy that does not rely on advertising for the company to sell most of its products.

Market niche

Plus-sized individuals have often had quite a difficult time in finding the right designer clothes that fit them satisfactorily. Quality and affordability are but some of the consistent factors that portray consumers’ behavior and willingness to purchase products. While the art of purchasing is uniquely customer-based, their experience of the work determines whether or not they will be willing to spend more on it. Plus-sized designer clothes cost quite a considerable amount, and the renowned companies that make them are not numerous, creating a market gap (Fowler, 5). With emerging fashion trends globally, customer preferences shift as well. The fast-fashion identified, especially in western countries, prompts individuals to have a high priority for fashionable items when they are in fashion as well. Zara has been able to identify this gap by producing high-quality pieces at an affordable price.

Customer connection to the brand creates loyalty that enables companies to get consistent customer growth based on the numerous products it gets. Apparels are sometimes worn as a fashion statement and especially by young individuals who use clothes as a creative expression of themselves. The plus-sized community forms the target market for this business niche. Designer clothes mainly signify a high social status, good quality, and proper brand alignment (Westling, 6). Most influencers and celebrities who mention the brands they get their clothes from raising an unsatisfactory interest for their fans who also intend to purchase the same clothes. Over time, customers are becoming personal brand ambassadors for clothing stores such as Zara; this is because when the clothes make them feel nice, they result in posting on social media platforms hence either knowingly or unknowingly market the brand’s merchandise.

The new brand that caters to plus-sized women will also custom make apparels for any different sized individuals. It is common for most clothing stores to prefer making the usual recommendable sizes since they are assured of them being purchased and at a high rate hence profitable in the end. The store will rely on just in time (JIT) strategies to make the plus-sized clothes based on demand. The lean approach will also be relied on to prevent any wastages occurring in the processes. This plus-sized brand will also focus on producing plus-sized clothes for both men and women, inclusively it will also consider young children.

Brand image and brand campaign

Brand image – Zara PS: Fashion that loves you!

Have you been searching for plus-sized tight fashionable clothes? Look no further; you need fashion that loves you. Is there a classy event that you need to attend? You need the style that loves you. Have you been wondering what to wear to that birthday party? Sir or madam, you need the fashion that loves you. Are having high school reunions that you want to dress up gorgeously for? You need to consider fashion that loves you. Are you a creative trying to make a fashion statement everywhere you go? Here we are, the fashion that loves you.

Sample advertisement

Brand image – Zara PS: Fashion that loves you!

Have you experienced difficulties in identifying fast, fashionable clothes as a plus-sized individual? Are you trying to get quality, affordable designer clothes at no avail? Zara Ps is your answer. We custom make fast fashion items at your request and preference. Price is quite affordable and convenient, based on your budgetary requirements.

Plus-sized women can also look and feel comfortably beautiful. Zara Ps!

Quality designer clothes are sold at an affordable price range. We focus on fast fashion trends hence ensuring that all of our plus-sized customers feel included in the fashionable streets and fads. We also deliver globally; therefore, the destination is not an issue for all our global customers.

Even men can be fashionable as well!

There is no discrimination when it comes to shopping for all genders; hence there is an inclusive fashion statement for all genders of plus size. The clothes make a fashion statement everywhere you go, and you remain outstanding. For any event and classy occasion, there is, consider making an appearance in our apparel to get a pleasant ravishing outlook.

Fashion that covers the whole family’s needs

Sometimes shopping for the whole family can be difficult, especially if there are plus-sized individuals who cannot find their shopping needs under one roof store. Zara Ps enables all members to shop under one roof since they offer an extensive range of designer clothes for all their members.

Source list

Danziger, P. N. 2018. Why Zara succeeds: It Focuses on Pulling People In, Not Pushing Product Out. Retrieved from Forbes: https://www.forbes.com/sites/pamdanziger/2018/04/23/zaras-difference-pull-people-in-not-push-product-out/#27b0e3623cb7
Davis, D.-M. 2020. Louis Vuitton and Gucci are the only two luxury companies to consistently rank among the world’s most valuable brands for the last 20 years. Here’s how they grew to dominate the high-end retail sector. Retrieved from Business Insider: https://www.businessinsider-com.cdn.ampproject.org/v/s/www.businessinsider.com/how-gucci-louis-vuitton-became-two-most-valuable-luxury-brands-2020-01?

3.Magner, E. 2019. We asked for your most significant issues with size-inclusive fashion- here are the top 3. Retrieved from Well + Good: https://www-wellandgood.com-com.cdn.ampproject.org/v/s/www.wellandgood.com/good-looks/plus-size-fashion-problems/

Avada. 2020. The Zara’s 0$ Advertising Strategy And Why It Succeeds. Retrieved from Avada: https://avada.io/resources/zara-advertising.html
Fowler, D. 2019. Should plus-size clothing cost more? One designer thinks so. Retrieved from Yahoo Style: https://uk-style-yahoo-com.cdn.ampproject.org/v/s/uk.style.yahoo.com/amphtml/plus-size-clothing-cost-one-designer-thinks-160440873.html?
Westling, M. E. 2019. Why designer clothes are so expensive. Retrieved from Vocal: https://vocal.media/styled/why-designer-clothes-are-so-expensive