After approaching a Reiss and Zara Store in Oxford circus, speaking to staff and doing some more research on the internet i have come to notice both ZARA and REISS are a growing profitable companies. When looking at REISS THE BRAND: Reiss a retailer of “own brand” quality fashion menswear and womenswear that established itself in London in 1970. The brand has become reorganized as a progressive, fashion-led retail company. Designing and producing own –label ranges it offers an aspirational look at affordable prices When looking at REISS THE STORE: All the retailing shops of Reiss are in the UK and one been in Ireland. Furthermore, Reiss has 28 wholly owned shops and 4 concessions in house of Fraser. These stores are chosen in price, Its target market and prices are almost the same. The brand hug boss is internationally known and extremely profitable. • Zara-15 shops in north London, has similar range of product and niche market, worldwide brand awareness. • Dkny-6shops within the Netherlands where Reiss is looking to enter, again DKNY has similar clothing style and fashion sense to Reiss. Competitive strengths • Superior logistic and technology infrastructure • Macroeconomic stability • Strategic location in Europe • International business environment • Highly educated, multilingual and flexible workforce Competitive weaknesses • Restrictive labor regulations • Tax regulations
Zara has resisted the industry-wide trend towards transferring fashion production to low-cost countries. Perhaps its most unusual strategy was its policy of zero advertising. The company preferred to invest a percentage of revenues in opening new stores instead. Target market: Zara does not state a age number and restrict themselves to it, they say they provide for teens to adults of any age men and women. Product assortment: Zara is broadly and deeply assorted. Procurement- Establishing merchandise sources, policies and practices. Prices: Zara’s products are priced at a affordable price for middleclass and above Services: pre-purchase service, post-purchase. Store atmosphere: Zara store atmosphere is high end but classy,
