HERO & ZERO

Why we chose Zara?

• It’s a well known high street brand.

• Catwalk inspired house brand clothing. Fast fashion, innovative.

• International success.

• Worlds largest apparel retailer.

• Broad target market.

Haute couture

Luxury designer

Middle market retail brands

Mass market high street

Value market discount retailers

EssenceInspired by luxury goods. Sold at high

street prices. Sophisticated and

classy.

Value

Reliability

Long- term durability

Average price range

Personality

Aggressive

Sophisticated

MatureConfident

Beautiful

Well- kept

Modest

Low -profileUnpretentious

Action

No advertisement

High Quality

Low Quality

High

Price

Low

Price

Zara had their own font especially

created for them.

Typography: HelvéticaPantone: Coated in a sleek Black or silver.

The Packaging, Why is it unique to others?

As consumers, we can easily identify the signature packaging for Zara. They have two main types of carrier bags that represent their brand: the navy

carrier bag that they have in store and the cardboard box with the reverse colours for online delivery.

Another aspect that we acknowledge of this brand is the core colours that highlights who they are, i.e. the dark grey, navy, the cardboard brown and the sleek

black.

352 posts1,400,000+ Followers

Increase of +9,740 daily#ZARA – 9,270,000+ posts

23.3M LikesMost engaged city: Mexico

110.2K people talking about the page.

81.1K New likes/ Weekly.

18 boards3,105 Pins

Most pins per board = 757Least pins per board = 11

Average of 173 pins per board.103,492 Followers

Totems.com 03/11/2014

610 tweets583K+ Followers

Steady increase of 20k in 20 days.

“ZARA @ZARA · 6h6 hours ago#zaradaily #weekend #newthisweek #woman #shirts #aw14 http://bit.ly/1k4uEQv”

ZARA @ZARA · Nov 5#zaradaily #wednesday#newthisweek #woman #accessories #untitledjewels #aw14 http://bit.ly/1k4uEQv

ZARA @ZARA · Oct 23New Lookbook Woman: now available in stores and on line #zaralookbook#aw14

http://bit.ly/1pEbHXJ

rice•Varying between affordable and expensive.•Teenagers from the age 15+ can affordto buy basic items in store.

romotion• Zara focuses more on online marketing opportunities such as commerce strategy, social media and window displays instead of traditional promotional techniques .

roduct•Womenswear.•Children & Babies.• Menswear.• fashion of high quality.

lace•Middle market•Over 2000 stores in 88 countries•Zara on average gives a time span of 8 hours between the finished goods and the goods shipped to its final destination.

THREATSWEAKNESSES

OPPORTUNITIESSTRENGTHS Global presence Simplistic and appealing store layout Fast fashion production to trends Well established brand name, worldwide Caters to a large target market (appeals to everyone) Adaptive Good communication (clear impression) Social media presence Strong branding / loyalty and awareness Fulfils customer demand Cost efficiency / financial performance Zara won a court case against Louboutins red sole.

Lack of marketing communications: TV advertising, Print like their competitors H&M, Mango etc.

Potential that some people may feel intimidated because they try to be an exclusive brand

Pressure of cost leadership to achieve high quality standard Zara had to remove a long sleeve kids T-shirt which had a

yellow star, since the public believed it was resembling the Jewish uniform during the war.

Demand for high fashion at affordable prices Growing expansion in key market/Asian market

(China) Expansion in e-commerce Zara is trialling a digital mirror that allows

shoppers to try on clothes without taking them off the shelf.

Self service tills

High end fashion merchandisers can be a major threat

Past lawsuits relating to sweatshops and selling angora

Exchange market fluctuation

S.W.O.T ANALYSIS

1: How do you showcase the brands identity throughout the store?A: 3 moves a week: Women’s, TRF, Basic. To refresh floors – stock sells out quickly.

2: How do you promote the brand?A: 2 sales a year – June + Boxing day. Individual promotions. Don’t advertise brand. Window dressers once a month.

3:What do you do to maintain your customer LOYALTY?A: Product speaks for itself, people love the collections, brands speaks for itself, biggest retailer in the world.

4:What other brand would you say you compare yourself to and why?A: None, target age 14-80 women. Broad market.

5: What sort of VM do you use throughout the store?A: Prop manikins, Create outfits / Make looks. TRF –tells stories, every store has the same collection.

Why we chose Select?

• Not well established.

• They don’t have a U.S.P.

• Trying to expand nationally.

• Trying to step up from value market.

Essence

Inspired by top high street brands such as

Topshop but for a much more affordable

price.

Value

cheap

Short - term

DiscountedPoor durability

Affordable

‘Pay for what you get’

Personality

Overstated

Try too hard

Immature

Store arrangement is poor.

Organised

Crammed

Storytelling

Enjoyable

Up to date

Action

Haute couture

Luxury designer

Middle market retail brands

Mass market high street

Value market discount retailers

SELECT is placed here

High Quality

Low Quality

High

Price

Low

Price

Black writing with a touch of pink.

Similar stores which lie in the same market sector have similar

logos.

328,006 Likes

5.8K Talking about the page.

2.1k New page likes/ Weekly.

Most Engaged City: Mexico.

3,866 Tweets

4,597 Followers

4,558 Following.

Joined September 2010.

66 Boards

2,110 Pins

Average of 31 pins per

board.

Follow events e.g.

Fashion Weeks.

613 Followers.

52 Subscribers

2,557 Views

Joined 13th October 2010

7 Videos – Average of 365 views per video.

03/11/2014

rice• Affordable• Cheap fashion for women

romotion• Sales• Window displays• Vouchers• Student discounts

roduct• Teenage/young women's fashion• Accessories • Footwear• Cosmetics

lace• Value/Mass market.• Currently have over 154 stores in the UK. • With plans of rapid expansion in place.

THREATSWEAKNESSES

OPPORTUNITIESSTRENGTHS

Social media presence Visual promotions in store Good value clothing Currently have over 154 UK stores and rapid

expansion plans in place

Only caters for the womenswear market No international presence Don’t have a unique selling point in the retail

market

Mobile phone app Expand their product range Enhance their online presence and e-commerce Cater for an older target market, increase their

reach

Larger retailers Other competitors like Primark offering lower

prices for the same quality clothing Newlook offer similar styles and prices for a

better quality product Internet makes it easier for e-commerce

retailers to enter market

S.W.O.T ANALYSIS

1: How do you showcase the brands identity

throughout the store?

A: Stories- Guidelines from headlines, Fur, PJ’s,

Burgundy, Glamour, Christmas

2: How do you promote the brand?

A: Tickets- making customers know merchandising,

website.

3:What do you do to maintain your customer

LOYALTY?

A: Giving great customer service, Making them

happy to their best ability – can’t order anything in

– have to ring another store – Delivery every 5 days.

4:What other brand would you say you compare

yourself to and why?

A: New look, Topshop – next door, Primark, Boohoo

5: What sort of VM do you use throughout the

store?

A: N/A