Even though Zara can survive with the highest market share in the clothing market, still there are those competitors out there that Zara might gain more of their customers if it applied new marketing strategies . There’ 4 main competitors that the company should consider, including H&M, Mango, Uniqlo and Gap. For H&M ,it has the customers that are mostly similar to Zara which mostly are women that are into fashionable clothes, want to follow the trends but are more price-conscious and unwilling to spend a lot of money on clothes comparing to Zara. For this reason, the company’s objectives are to always provide customer with new designs under the name of an inexpensive clothing label. Talking about Mango, just like H&M, Mango has the same target market as Zara.
However, Mango focuses only women who are into fashion and follow latest trends. The price ranges of both Zara and Mango are also the same meaning that mostly they share the same women customers. Unlike Uniqlo, the company doesn’t segment out on any target group but focus on market as whole, women, men and children at every age. Read also about Zara corporate social responsibility issues
Like Mary Lawton, a spokeswoman for the Uniqlo once said. “We’re inclusive of everyone.” Moreover, Uniqlo offer unbeatable low prices to the customers and for this reasons it attracts customers with every purchasing-power level and encourages them to go to its store. Lastly, For Gap its focus group is ones who concerns with good quality but not willing to pay expensive prices.
However, regarding the change in taste of the customers and gap still offers basic clothing which makes its sales have dropped due to the lack of sense of exclusiveness. As a result, Gap is now stuck in between the company’s other two brand which are Old Navy ,brand that offer low price clothes and Banana Republic which offer high-end clothes.
Read how a survey of hobbies and purchases can help a producer
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