ZARA : A WORLD FASHION RETAILER WITH NO ADVERTISING POLICY
SANJAYA, AGNES YULITA (Adv.: G. W. Havranek), G. W. Havranek
This paper studies about marketing strategy that Zara used to achieve the sustainability in Europe. Zara, a Spanish leading fashion company being analyze on their market-orientated adoption about their survival in Europe. Zara has a limited budget of marketing spending on advertising and mainly focus on creating an image within their customers. It is believed that the customer word of mouth itself that makes the Spanish owner becomes billionaires. Moreover, with a top quality and average price tagged in every product, Zara has taken a title of a fashion leader. A short leading time and catchy stores in every part of the world, makes Zara well-known between their customers and become a strong competitor in a fashion market.
Kata Kunci : budget, marketing, marketing strategy, consumer behavior
