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Zara Plus Sized A Case Study for a New Product Line
Pages 18 (4518 words)
The changing dynamics of the average feminine physique coupled with the average weight of individual consumers forces apparel companies to be even more flexible with their overall product offerings and evolve with changing market demands.
Accordingly, Zara does not currently have any offerings in plus sizes or for the fuller figured woman. Therefore, this is a lucrative market in which Zara’s competitors are capitalizing and Zara apparel is not. If Zara intends to maintain its competitive edge in this evolving market, it will be forced to integrate a full figured line of clothes into its product offerings. Normally, the apparel industry is already one that is almost wholly driven by consumer tastes; however, now that consumer needs play such a key role, the evolution of the industry takes place even more rapidly than prior market demands dictated. Objective The overall objective is to create a prosperous new line of plus sized/full figured women’s clothing to augment the existing profitability of the Zara apparel firm. ...
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