Question

How were the target audiences of the zara brand affected due to the corono virus?

Answer 1

Zara's fashion brands; target market is young, price-conscious, and highly sensitive to the latest fashion trends. They have an advantage over traditional retailers because they do not define their target by segmenting ages and lifestyles giving them a much broader market. The brand makes fashionable dresses for the age group between 20 to 40 years especially. The difficulty of the COVID 19 crisis for the brand has been:

• The brand makes the dresses and fashion garments as per the choice of the consumers with the facility of changes post-purchase giving very personalized service. The pandemic has made it a point that is not there anymore for the brand.  

• The brand doesn’t have a well-made app-based sales site which makes their reach constricted,

• The age group of the 20 to 40 has lesser income in these times of COVID 19 which has made the sales go slow for the brand.

• The employee are been paid but the business is not on due to the lockdown which has made the business see a tough time in this period.

• The brands of such fashion have been able to get some of its previous shares due to their use of internet-enabled transactions and sales.