Zara, the world's largest fast fashion brand, has achieved several milestones in India, including turning profitable in its first year of operations and becoming the first clothing brand to reach INR1000 crore in sales in 2017. However, the brand's growth rate has slowed down in recent years, with its latest financial performance showing a decrease in revenue and net profit.
One of the main reasons for this decline is increased competition from brands like H&M, Uniqlo, and Zudio. H&M has surpassed Zara to become India's largest clothing brand by revenues, thanks to aggressive store expansion and lower pricing. The intense competition and fragmented consumer choices have impacted Zara's performance.
Another factor contributing to Zara's slowdown is its slow outlet expansion. While H&M has been opening an average of one store per month in India, Zara has only added three stores in the same time frame. This has affected consumer demand, and brands have had to work harder to achieve same-store growth.
Zara's weak online strategy is also a concern. While most brands generate a significant portion of their sales through online channels, Zara's online presence is limited to its own website. The growing influence of e-commerce platforms and shifting consumer preferences towards online shopping have reshaped the industry.
Pricing pressure is another challenge for Zara. Many competitors offer affordable products sourced from countries like India and Bangladesh, while Zara imitates the latest fashion and stocks them for a short period. To sustain competition, Zara had previously reduced prices by 15%.
Despite these challenges, India remains an attractive market for apparel brands, especially with the increasing acceptance of western-style clothing among young consumers. Zara's back end and merchandise sourcing are handled by Inditex, while Tata focuses on real estate and locations.
In conclusion, Zara's growth in India has slowed down due to increased competition, slow outlet expansion, weak online strategy, and pricing pressure. However, there is still potential for growth in the Indian market, and Zara's parent company, Trent, remains optimistic about navigating this phase of growth.
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