Staff Reporters
Jul 22, 2014

Zara Korea’s price and brand problem

BRAND HEALTH CHECK: The Spanish fashion retailer needs to lower its prices without lowering its brand value

Zara: Pricing policy not impressing Koreans

Zara’s predicament in Korea is a reminder that big brands can never take success for granted. Despite much excitement around its launch in 2008, the Spanish clothing and accessories retailer has struggled in the market and was recently expelled from Lotte’s department stores.

According to AsiaOne Business, Koreans have grown disillusioned with the brand, which markets itself as trendy but cheap, as its prices in the country are 25 per cent above those in...

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