20.500.12556/DKUM-19940 VZVODI TRŽNEGA USPEHA MODNIH BLAGOVNIH ZNAMK ZARA IN H&M NA GLOBALNEM TRGU LEVERAGE OF THE COMMERCIAL SUCCESS OF FASHION TRADEMARKS ZARA AND H&M ON THE GLOBAL MARKET Podjetje Zara in H&M sta vsekakor vsem poznani modni blagovni znamki, specializirani predvsem z oblačili, namenjeni v največji meri ţenskam, vsekakor pa tudi moškim in otrokom. Glavni kupec ene kot druge znamke je mlajša populacija med 15 in 45 let. Obe znamki veljata za srednje kakovostni in s tem omogočata dosego nakupa širšemu segmentu. Njuni izdelki so primerni za študente, mlade druţine, poslovneţe ipd. Obe se posluţujeta različnih trţnih poti, trţnega komuniciranja in lastnih inovativnih strategij, ki jima prinašajo takšno prepoznavnost in uspeh. Zarin glavni koncept je »Kupec na prvem mestu«, medtem ko v podjetju H&M stremijo h konceptu, ki se glasi »Ponuditi modo in kakovost po ugodnih cenah«. Obe podjetji imata svoje posebnosti, nekaj razlik in podobnosti. Obe se zavedata, da je ključnega pomena za uspeh razumevanje določenega trga, navad, ekonomskih značilnosti in seveda v največji meri potrebe in ţelje svojih odjemalcev. Največjo pozornost namenjata prav njim. Oglaševanje igra pomembnejšo vlogo v podjetju H&M, promovirajo se s spletno in kataloško prodajo, z raznimi panoji, z televizijskimi oglasi, z modnimi revijami. Spretno, seveda pozitivno izkoriščajo tudi znane osebnosti, modne kreatorje, igralce itd. Z njimi se povezujejo in s tem seveda privabljajo radovedne potencialne potrošnike njihovega blaga. V nasprotju s tem pa pri Zari ne dajejo tolikšnega pomena oglaševanju. Denar raje vlagajo v izgled in notranjost svojih trgovin, kar je seveda pri vsakem še tudi nezahtevnem kupcu zelo pomembno. Obe podjetji sta ekološko ozaveščeni in tudi temu dajeta velik pomen. V Zari prevozna tovorna distribucijska vozila uporabljajo biodizelska goriva. V H&M določena oblačila proizvajajo iz organskega bombaţa. Obe blagovni znamki sporočata vsakodnevne sveţe informacije javnosti na svojih spletnih straneh. Svojo prepoznavnost širita tudi z udeleţbo na borzi vrednostnih papirjev. Celoten proces od zamisli kreatorja, distribucijskih kanalov pa vse do prodajne police pri obeh znamkah poteka hitro in učinkovito zaradi dobre informacijske tehnologije. Obe vstopata na trge na več načinov, eden izmed njih je npr. ciljno trţenje, kar pomeni, da obe z dobrim predhodnim premislekom vstopata na določen trg in pri tem poiščeta najprivlačnejše lokacije za njihove trgovine. Vsekakor se blagovni znamki Zara in H&M opravičeno uvrščata med izjemno prepoznavne globalne znamke. To dokazujeta skozi svojo zgodovino, uspehom danes in zagotovo nas ne bosta razočarali tudi v prihodnosti svojega delovanja. Companies Zara and H&M are definitely well-known fashion brands, specialized in clothing, intended mainly for women but also for men and children. The main consumer of the two brands is the younger population, people between ages 15 and 45. Both brands are of medium quality and thus they are accessible to a wider segment of buyers. Their products are suitable for students, young families, business people, etc. The companies use different marketing channels, marketing communications and their own innovative strategies that bring them such recognition and success. Zara’s trade concept is "Customer comes first", while the company H&M prospers using the concept "H&M offers fashion and quality at the best price." Both companies have their own characteristics, some differences and similarities. Zara and H&M are aware that in order to succeed, it is crucial to understand a particular market, customs, economic characteristics and of course the needs and desires of their customers. The latter is in the centre of their attention. Advertising plays a significant role with H&M; it is promoted online, via catalogue, various billboards, TV ads and fashion magazines. They positively promote themselves using celebrities, fashion designers, actors, etc. They link themselves with them and attract the curious potential consumers of their goods. Contrary to H&M, Zara does not give importance to advertising. Their funds are invested in their appearance and in the interior of shops, which of course is also very important even for the undemanding customer. Both companies are environmentally aware and great importance is given to this matter. Zara’s merchandize is distributed by transport vehicles running on biodiesel fuel. H&M produces certain clothing from organic cotton. Both brands daily update their web pages with new information. They enlarge their market visibility participating in the stock exchange. The entire process from creator’s concept, marketing channels to the store shelves of both brands is quick and effective due to good information technology. Both enter the market in several ways. One of them for example is target marketing, which means that companies, before entering a particular market and finding the most attractive locations for their shops, make preliminary researches. Indeed, brands Zara and H&M are justifiably classified among highly recognizable global brands. This is demonstrated throughout their history, today’s success and they will certainly not disappoint us in the future. Moda modna oblačila trženje mode blagovna znamka H&M Zara Fashion fashion garments fashion marketing brand H&M Zara true true false [T. Cvetko, V. Djakovič] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2011-09-04 18:05:57 2011-12-01 11:15:05 2022-04-13 15:46:16 2023-12-26 03:26:32 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 10870812 URN:SI:UM:DK:SQSK9LU0 UNI_Djakovic_Vesna_2011.pdf UNI_Djakovic_Vesna_2011.pdf 1 C1D9D4EE13149C7E0BEF464750C5EB38 a2bcc1a51494e29cdecb528595922adc30f188afa9a20e8560c6d6673a91b7ee 7fcabe22-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/2799b3b5-6508-4ff1-9a94-5a794c3929fb https://dk.um.si/Dokument.php?lang=slv&id=25030 Ekonomsko-poslovna fakulteta 0 0 0