Zara stores are normally located in the city center or in the best location along the streets to attract target customers. Their target customer is obviously interested in high fashion and shops frequently. For example, Zadar in Thailand is located in the city center and the center of the shopping mall, easily accessible by sky train, bus or car. Every day Zara has many shoppers coming to the store looking for the new product and some people passing by because the Zara store is located in front of the escalator. Especially on weekends the shops are crowded and it is difficult to enter. The store is decorated with a clean and spacious atmosphere, so it gives customers a good experience when shopping at Zara. Furthermore, the design of Zara stores always includes large windows and an attractive layout to advertise the products to customers because Zara does not spend much on advertising. Furthermore, the stores are combined with a grand entrance that allows customers to easily access the store. Zara stores are also decorated with yellow light which affects customers' shopping time because yellow light provides a comfortable feeling and makes customers stay longer. Furthermore, the store's materials are decorated in elegant and shiny tones that refer to Zara's position as a classy and fashionable brand. In terms of weakness, even though the area where Zara is located is the best, there is a lot of competition. Promotion Since Zara does not spend much on advertising, so they are better than competitors with high profit margins and low selling costs. goods sold. However, Zara tries to promote and advertise its products differently. For example, Zara has always decorated beautiful and luxurious shop windows that make a promotion more attractive to customers, and rents or buys stores in good locations, which customers are easy to find, and also saw Zara's promotion on shop windows. Furthermore, during the sales season, Zara used only one poster displayed in the shop window and communicated via the online social network. Zara's sales promotion is the same as the competition's. However, Zara has low inventory, which makes their sale unimportant. Although Zara does not spend much on advertising but uses online social media to communicate with its customers. For example, Zara's fan page on Facebook has more than 19 million people like them. Therefore, Zara can stay in touch with its target customers by posting photos, videos, look books, new Zara collections, sales information, new events, etc...