COMMUNICATION PATTERN OF ZARA

Sonam Kansal A-8Shubhangi Singh A-16

Ankita Arora A-18

Communication Networks

• Network is direction and flow of communication.

• Several patterns of communication are:• Chain• Wheel• Star• All-Channel network• Circle

Direction of communication

• One-way communication• Two-way communication

Comparison• One-way communication is faster than two-way

communication.• Two-way communication is more accurate than

one-way communication.• Receivers are more sure of themselves and make

more correct judgments of how right or wrong they are in the two-way system.

• The sender feels psychologically under attack in the two-way system, because his receivers pick up his mistakes and oversights and point them out to him.

• The two-way method is relatively noisier and looks more disorderly. The one-way method, on the other hand, appears neat and efficient to an outside observer.

Communication Approaches in an Organization

• Informal Communication- It was primarily seen as a potential hindrance to effective organizational performance. This is no longer the case. Informal communication has become more important to ensuring the effective conduct of work in modern organizations.

• Formal communication- Top-down approach or downward communication. This approach is used by the Top Level Management to communicate to the lower levels. This is used to implement policies, guidelines, etc. In this type of organizational communication, distortion of the actual information occurs. This could be made effective by feedbacks.

Introduction to ZARA

• Zara is a Spanish clothing and accessories retailer founded in 1975 by Amancio Ortega and Rosalia Mera.

• It is the flagship chain store of the Inditex group; the fashion group also owns brands such as Massimo Dutti, Pull and Bear, Oysho, Uterqüe, Stradivarius and Bershka.

Reason for its success

• The customer is at the heart of a unique business model, which includes design, production, distribution and sales through extensive retail network.

• Zara is in tune with its customers, who help it give shape to the ideas, trends and tastes developing in the world. This is the secret to its success among a wide range of people, cultures and generations, who, despite their differences, all share a special fondness for fashion.

ZARA: THE COMPANY WHERE EVERYTHING COMMUNICATES

• Two models of communication:• Pyramid• Horizontal• ZARA follows horizontal model of communication.

• In the horizontal model communication corresponds to a management commitment from the executive level. The Board of Directors is responsible for the key communication messages on all levels. Through a Stakeholder approach, all the people interested in the company are taken into consideration starting with the shareholders and employees and including the clients, suppliers, distributors, mass media, credit institutions, neighborhood communities, and non-lucrative organizations and associations. The horizontal approach allows anyone inside the company the opportunity to offer valuable information, and their opinion is taken into account.

STORE

• Customers encounter Zara through the retail stores which are its best advertising Shops spread throughout cities worldwide bring their idea of fashion to the streets and are an authentic hallmark of the brand, always with an original and distinct feature.

• The stores are the heart of Zara. All areas- production, logistics, Human Resources… everything revolves around the store and, therefore, so does the internal and external communication.

LOCATION

• Location of the store is always taken into account- ZARA chooses best locations in the cities.

VISUAL MERCHANDISING

• Visual merchandising- window displays and the internal arrangement of the product play a key role. The Communication Department considers the displays as a client magnet.

STORE MANAGER• Store Manager has a great deal of importance

in the organization, they are like directors. Most of managing directors are responsible for the points of sale. Many shops have a hundred people on staff and generate income at some level; therefore their business responsibility is very high. The Store Manager is the one responsible for the proper functioning of one of the most important business tools of the group: the flow of information in the market, which travels from stores to the design groups. If this doesn’t work, the business doesn’t work. At the same time they have to manage the Human Resources that represent 80% of the company, the store staff.

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