Rotterdam School of Management, EUR,
Consumer Behaviour Assignment

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Awesome Group name: Fantastic Four
Group Members: Alice Wang (439394) Xiaolan Li (437239) Dian Pertiwi Sulistianingtyas (439376) Janosch Kluen (358959)
Brand: ZARA
Date: 29/09/2015

Table of Contents
1. Introduction 3
2. An ideal Brand Concept Map 3
3. Methodology 5
3.1 Consistency of interview and Sample analysis 5
3.2 Procedure 7
4. Brand Management Plan 10
4.1 Actual versus Ideal Brand Map 10
4.2 Concluding recommendations 11
References 12
Appendices 14
Appendix A 14
Appendix B 14
Appendix C 15
Appendix D 25

1. Introduction

As one of the largest clothing retailers in the world, Zara underwent immense growth over the past decades. It was founded in 1975 in Arteixo, Spain, by Amancio Ortega and Rosalia Mera. After a humble yet successful start, the founders soon found potential to optimise operations and decrease lead-times for their collections. The vertical integration of the supply chain gave Zara the opportunity to have new pieces in store in a matter of two weeks. This model is what made Zara grow over the years and what has made it a serious competitor in the current fashion retailing industry. Currently, Zara is part of the Inditex group and operates more than 2.000 stores all over the world. It has subsequent online outlets in most countries it operates in. In terms of sales, Zara managed to grow 8% to $19,7 billion. $0,5 billion shy of their closest competitor, and industry leader, H&M. Yet, an impressive $3 billion more than the next most successful fashion retailer Uniqlo ($16,6 billion) (Loeb, 2015).

Zara’s current marketing activities are fundamentally