Marketing Strategies and Consumer Behavior of the Luxury Brand: Zara

Abstract

This research explores the marketing strategies and consumer behavior influencing Zara, a global luxury fashion brand. By analyzing survey data collected from 50 respondents, the study examines Zara’s positioning, strengths, and challenges in the Indian market. Results highlight consumer preferences, price sensitivity, and buying patterns, providing actionable insights for expanding Zara’s market reach in India, including Tier 2 and Tier 3 cities. Recommendations emphasize leveraging digital platforms, sustainability, and inclusive branding to address emerging consumer needs.