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Brand Finance estimates that Zara is in the group of the 10 most valuable apparel brands, a segment that has successfully established itself with the consumer.
Like Zara, the retail brands that have left Russia are Starbucks and McDonald’s.
After the intervention of Russia in the armed conflict in Ukraine, definitive activities have been consolidated in the market, such as the role played by the marketingboth to prepare the exit of the brands from this country, as well as the adaptation of the business units to new brands that have emerged from nowhere.
Faced with this scenario, important movements have been established that we are sure will greatly determine the capacity of the brands and not only that, the influence they have achieved with the consumer.
Inside of the clothing They have been advancing very important concepts in consumption, based on a very important habit, which is the one that has to do with the performance of brands in the midst of complicated situations.
We saw a great example of this audacity at the time with the departure of starbucks Y McDonald’sthus leaving an important antecedent of where the market was headed.
Given this, this post-pandemic market, at war and with inflation on its back, has had to adapt more and more to an activist consumer, but also a patriotic one.
Within Russia, various consumers with the economic capacity to acquire luxury products have even spoken out against brands such as Chanel, which negatively describes Russia for participating in the armed conflict in Ukraine.
There is a distinctive element in the decisions that these companies have made and it is none other than the brand value with which they have established themselves in the market. For example, both Starbucks and McDonald’s They are two brands that lead the fast food retailso its image is a key piece to understand the market, one that seems to consolidate itself more and more in the face of geopolitical scenarios.
A very important memory that sustains it, reminds us how valuable the adaptation of brands to the environment has become, as we glimpse it with the landing in retail of stores designed in COVID-19 solutions.
At the time, these business models were consolidated as an important benchmark for commerce, based on a resource that we cannot underestimate, which is the capacity of the brand with which it manages to imbue itself with the needs of consumers.
Immerse yourself, but in selling the Zara business in Russia
Something that he did take very seriously Zara was his departure from this country, saying goodbye completely to his business units, which, according to reports, pass into the hands of Azadea, a Lebanese group, but which will have its base of operations in Dubai, with José Luis Pavía, leading the operations, thanks to his experience gained as a former executive of Inditex.
The movement represents, according to estimates of Credit Suissea bitter cut of or business for Zara, since in Russia it invoiced six percent of its turnover, a figure that reached a value of one thousand 663 million euros.
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