Analysis of the Dubai Mystery Shopping Essay Example
Analysis of the Dubai Mystery Shopping Essay Example

Analysis of the Dubai Mystery Shopping Essay Example

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  • Pages: 1 (262 words)
  • Published: April 15, 2018
  • Type: Essay
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Zara is a clothing store typically located in shopping malls and large marketing areas. Recently, they expanded to include a kid's line. However, during our visit to their store, we noticed several issues such as poor space utilization causing congestion, unsatisfactory aesthetic sense, wide variety in design, and mostly affordable clothing with many brightly colored options compared to GAP. Despite these issues, their sale sign was prominently displayed and their customer service representatives were proactive. Zara's location in Dubai Mall on the corner of the first floor was not as good as GAP's location; however, Zara did advertise within the mall to increase sales awareness.

Owned by Spanish tycoon Amancio Ortega and part of the Inditex Group headquartered in Galicia, Spain; Zara can develop new products in just two weeks compared to

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six months industry average. They also have an unusual strategy of almost zero advertising. Our observations revealed that while they had three sections dedicated respectively to Men, Women, and Kids; there was a lack of a dedicated kid's section with comparatively higher prices for items sold. They had a cross-selling strategy of keeping shoes, pants and shirts together but unfortunately their customer care representatives were not very proactive about helping customers find what they needed from those sections.H&M is a worldwide brand from Sweden providing an assorted selection of fashion at affordable prices. Their collection caters to women, men, teenagers, and children and updates daily to offer new discoveries for customers. The company has over 76,000 employees across 37 countries striving towards creating fashionable display windows.

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