Remember! • Spanish clothing retailer based in Arteixo ,Galicia • Founded in 1975 by Amancio Ortega and Rosalía Mera. It is an apparel brand also it is the exclusive brand of apparel retail chain of ZARA brand. Also called Behaviouristic Segmentation. the division of a market into groups according to their knowledge of, and behaviour towards, a particular product. segmentation and positioning of Zara Segmentation Strategy The segmentation strategy employed by the fashion retailer Zara is based one the typical demographics of the customers like gender, age and psychographics. The demographic segmentation will require Zara to divide market according to demographic characteristics, like- gender, age, income and ethnicity. Zara ensures that the design of their products are flexible and change regularly to match with the changing tastes and preferences. ... P. and Uniyal, D. (2005) “Using observational research for behavioural segmentation of shoppers”, Journal of Retailing and Consumer Services, 12 (1), 1-72. The article also covers top Zara competitors and includes Zara target market, segmentation, positioning & Unique Selling Proposition (USP). Currently it has 917 stores in 62 countries. SWOT analysis of Zara analyses the brand/company with its strengths, weaknesses, opportunities & threats. Page 1 of 22 - About 211 Essays Premium Essay Zara Essay . A big reason being that many companies depend solely on traditional approaches, such as geographical and demographic segmentation.. There’s no denying that knowing your average customer’s location, age, gender, etc. Back to previous Zara was established in 1975 in Spain, a part of Inditex Group, and it is a clothing company which ranked third in the world and the first in Spain. Zara’s target demographic would be young adults between mid 20’s to mid 30’s who need to dress a bit more maturely than they did when the were younger. ZARA 1. Zara was founded in 1975 by Amancio Ortega Gaona, soon becoming the largest and most successful chain of the Galician group Inditex (Industria de Diseño Textil) and a pioneer of Fast Fashion. This is just a sample. Behavioural dimensions commonly used to segment markets include benefits sought, user status, usage rate, loyalty status and buyer readiness stage. Zara is launching online shopping – it’s about time! is essential to addressing their needs. Yet, only 33% of companies using it say they find it significantly impactful. If Zara chooses behavioural segmentation, then customers will be divided according to their buying pattern like usage frequency, benefits sought, usage occasions and brand loyalty. By Bee Shyuan, 17 September 2009, on-line article. STP ANALYSIS OF BY – KUNIKA GUPTA BABM4 2. 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