The presentation is about Zara store design, the interior and exterior atmospherics, the store layout and store visuals.

1. RETAIL MANAGEMENT
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COMPANY PROFILE
• ZARA is a Spanish Company
• It was established in the year 1975
• Amancio Ortega and Rosalía Mera are the founders of the Company
• The retailer deals mainly in Apparels & Accessories
• Has over 2,000 branches in 88 countries
• Subsidiary of Inditex Group; which is the world’s largest fashion group

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SWOT ANALYSIS
Strengths
• Global outreach
• Strategic locations
• Seamless distribution strategy
• Minimalistic store image
• Fast-changing collections
Opportunities
• Demand for high fashion at
affordable prices
• Growing Asian markets; especially
China
Weaknesses
• Brand image closely
tagged to competitors
• Limited stocks
• Lack of Marketing
• Communications
Threats
• Fierce competition
• Lawsuits to sweatshops
• Possible imitation of goods
• Dilution of brand equity

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BUSINESS STRATEGY
• Market oriented strategy – Understand customer needs
• High velocity production
• Industry leader in lead time
• Fiercely competitive pricing strategy
• Target Audience
• Unique promotions strategy

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EXTERIOR ATMOSPHERICS
Storefront Glass fronts, especially in new buildings
Marquee ZARA is written in Black, White, Silver, or Gold letters; Looks minimalistic
Entrances 3 entrances, 2 are very wide. All entrances have security guards
Display windows Latest trends are on display & changes are made every day
Size of building Atleast 2 storey tall
Visibility High visibility. Always located in prime location having high footfall numbers
Adjoining stores Luxury retailing outlets
Parking Is always available
Accessibility Since always located in prime localities, easy accessibility is ensured

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INTERIOR ATMOSPHERICS
Flooring White or light cream ceramics are used
Lighting Combination of ambient and track lighting. Light have yellow hue
Odour Not used at all
Walls They are plain, designed or textured walls are avoided to ensure merchandise take center stage
Temperature Store interior is always cool and welcoming
Trial rooms Trial rooms are located towards the furthest side, away from the entrance
Personnel Sales personnel's are very helpful. They ensure that cutomers needs are taken care of
Cleanliness Cleanliness is always spot on

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STORE LAYOUT
Floors Two
Layout Boutique layout or Free from layout
Traffic flow Wide passages is kept between racks, shelves and other fixtures
Signage On top of racks and suspended form the ceiling
Department
Location
Best selling merchandise is placed towards the right side of entrance; as research says that
customers turn right when entering the shop

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VISUAL MERCHANDISING
Fixtures Modified garment racks & Display case is used for merchandise display
Display Window Mannequins displaying the latest trends; special attention is given to this aspect
Entrance At the store entrance, there many mannequins placed
Departments Best selling items are located towards the right side of entrance
Colors Merchandise are placed in such a way that the colour scheme compliments each other
Payment counters Multiple payment counters are present on both floors
Miscellaneous Only black and wooden color hangers are used

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