The Positioning between Zara's Brick and Mortar Store and E-Commerce website are very similar. Zara differentiates itself from many other retailers based on their very simplistic and clean design. When entering a brick and mortar store all across the globe, a consumer feels welcome because stylistically, every store and every website looks exactly the same. This goes for many large chain retailers as well such as H&M and Uniqlo, its two largest competitors.
Zara updates their collections constantly based on their inventory management system of shipping small quantities, which keeps it very scarce and fresh. This also reduces repetitiveness in the market. Zara introduces fashion on a weekly or monthly basis, not seasonally, which draws in consumers constantly to their stores to know what's next!
Zara definitely sells the same items in their brick and mortar stores and their website as well. They have an excellent multichannel business model that features all products simultaneously. Although in many cases, due to the high turnover in styles, the Zara website frequently has styles much faster than their stores, this is because they are able to put items up on websites much faster than redoing a store.
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