H & M Zara Analysis

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Positioning in retail is the basis of how to compete with another retail store; it starts by defining target consumers base on their ‘distinctive’ needs, and ends when ‘unique’ set of executable action steps are identified to achieve an ‘identity’ in the minds of their target customers, this “identity” that customers’ experience distinguish the retailers from their competitors. The identity H&M has for their customer is “fashion and quality at best price”. And the following positioning map illustrates how H&M position base on important attributes in apparel industry (price, quality, fashion and product line offered). Wide range product line Product diversification is a common practice in fast fashion industry including competitor such as Zara, Mango. (Sull, 2008) They provide menswear, women wear, kid wear, babywear and accessories. H&M’ womanwear is considered as strongest segmentation with an overwhelming majority…show more content…
H&M are mainly depending on fast fashion to tradeoff their questionable quality. H&M operates with two main collections every year (one in spring and the other in autumn). And there are numbers of sub-collections in each season; therefore customers could always find new product here. Zara may have slightly faster lead time in term of catching the trend, but H&M have a different strategy. Around one quarter of their stock is made up of fast-fashion items, but they also keep a large inventory of basic designs (Tiplady, 2008). So those consumers who might be afraid to go too fashion-forward may also find something at H&M. for this reason; H&M will be more appealing to the masses teen and young adult around the

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