Position of a company depends upon the concept of marketing mix, emotional connectivity, core benefits, brand management and value adds, etc., applied to launch or manage a product in the market for the customers. Generally, positioning involves the process with which a company deals with their brand development, value proposition, distribution, promotion, e- marketing and points of differences against the services or products (Nagasa, 2012).Brand positioning can be defined as a way through which a company promotes itself, brings innovations, adapts to the consumer requirement as per their needs, produces the quality product, responds instantaneously, and makes its presence globally on earth, web, customer service, etc.To youths and kids in the age bracket of 11-25 years, Zara is the Duracell which is the Fashion brand that provides you the absolute confidence and beauty that you will look fashionable and classy whenever you go because of Zara’s dynamic and trendy designs.
From the above discussion, it can be concluded that segmentation is necessary for a company to market and lead the roles. Company needs to concentrate on the marketing and their operation strategy of every segment. Company needs to analyze the consumer behavior, trend, and requirement, etc. to market itself. Modern era of technology, e-commerce, and innovation propounds the volcanic need for the fashion retail to rethink upon the sustainable positional strategy, competitive advantages, promotion mix, etc. Companies like Zara need to have immense research and analysis of the market to catch the unexplored part of value consciousness and esteemed inspirational customers. For instantaneously growing industries of fashion brands, customer segmentation requires more attention in restructuring and constructing the future strategy against the empirical approach.