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Zara's fashion brands; target market is young, price-conscious, and highly sensitive to the latest fashion trends. They have an advantage over traditional retailers because they do not define their target by segmenting ages and lifestyles giving them a much broader market. The brand makes fashionable dresses for the age group between 20 to 40 years especially. The difficulty of the COVID 19 crisis for the brand has been:
• The brand makes the dresses and fashion garments as per the choice of the consumers with the facility of changes post-purchase giving very personalized service. The pandemic has made it a point that is not there anymore for the brand.
• The brand doesn’t have a well-made app-based sales site which makes their reach constricted,
• The age group of the 20 to 40 has lesser income in these times of COVID 19 which has made the sales go slow for the brand.
• The employee are been paid but the business is not on due to the lockdown which has made the business see a tough time in this period.
• The brands of such fashion have been able to get some of its previous shares due to their use of internet-enabled transactions and sales.
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