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Zara

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Submitted By MartaMorgado
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O Segredo da Zara
A verdadeira fonte do sucesso da Zara está na velocidade e na eficiência. O poder de atração da marca está concentrado em três pilares: produtos da moda; sensação de escassez; e investimento em merchandising.
Tudo está organizado e é aperfeiçoado para a empresa ser a primeira no mercado, a oferecer a última moda a preços razoáveis: “dar ao cliente o que ele quer antes mesmo que ele peça”. O conceito depende da contínua criação e rápido abastecimento com novos modelos. Ao visitar qualquer das lojas Zara, podem ver-se artigos de vestuário diferentes num intervalo de poucas semanas. Os seus compradores percebem que têm necessidade de decidir na hora, pois os artigos podem desaparecer, principalmente nos tamanhos mais vulgares. A experiência "in store" da Zara é também uma plataforma muito importante do seu marketing, que rejeita a publicidade típica da TV ou imprensa. A empresa está convencida que o mais importante no seu marketing é a localização apropriada e bem visível das suas lojas, com interiores espaçosos e modernos, em vez de informação excessiva na TV. A Zara gasta apenas 0,3% das suas receitas em marketing (em comparação com 3-4% dos concorrentes ) e mesmo assim conseguiu construir uma das marcas mais desejadas e comentadas no mercado da moda. Na mesma linha de raciocínio, Amancio Ortega talvez não seja o nome mais conhecido do mundo da moda, comparado com Armani, Klein ou Dolce & Gabbana, mas é um dos mais ricos, e certamente o mais rico de Espanha.
Luis Blanc, um dos diretores internacionais da Inditex, resumiu a estratégia de marketing da Zara:
“Nós investimos em localização privilegiada. Temos um grande cuidado na apresentação das nossas lojas. Queremos que os nossos clientes entrem numa loja bonita, onde são oferecidas as últimas tendências da moda, mas, o mais importante, queremos que os nossos clientes entendam que, se gostam de algo, devem comprá-lo agora, porque não vai estar nas lojas na semana seguinte.”

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