Zara retail stores are normally located in the central area or in the best location on the streets to attract their target customers. Their target customer is obviously interested in high fashion and purchases frequently. For example, Zara in Thailand is located in the middle of the city and in the center of the mall, easily accessible by sky train, bus or car. Every day, Zara receives many buyers who come to the store looking for the new product and some people who pass by because the Zara store is located opposite the escalator. Especially on weekends it is very crowded and it is difficult to access the store. The store is decorated in a clean and broad atmosphere, which gives customers a good experience when shopping at Zara. Additionally, Zara store designs always feature large window displays and an attractive layout to promote products to customers because Zara does not spend much on advertising. Additionally, the stores are combined with a large entrance for 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. Additionally, the store's materials are decorated with elegant and shiny tones that reference Zara's position as a chic and fashionable brand. In terms of weakness, even though the area Zara is in is the best, there is a lot of competition. Promotion As Zara does not spend much on advertising so it is better than its competitors with high profit margins and low cost of goods sold. However, Zara tries to promote and advertise its products in different ways. For example, Zara has always decorated nice and luxurious window displays that make promotions more attractive to customers and rent or buy stores with good quality, easy for customers to find, and also saw the promotion of Zara on the window displays. In addition, during the sales period, Zara only used one poster displayed in the windows and communicated via online social networks. Zara's sales promotion is the same as its competitors. However, Zara holds low inventory, so its sale is not large. Although Zara does not spend much on advertising, it uses online social media to communicate with its customers. For example, Zara's Facebook page has over 19 million people liking it. Thus, Zara can stay in touch with its target customers by publishing photos, videos, a lookbook, new Zara collections, sales information, new events, etc...