Zara

New collection Launch | Marketing Plan 22.10.
2009
SITUATION ANALYSIS
Zara Brand Wheel
Fashionable clothes Varied assortment Trendy colors Feminine cuts Fashionable product lines for moderate costs Customer-centered business Runway trends adapted for the streets
Brand Essence
Fashion-oriented woman Trendy in every situaFon Feeling good about looking good Fashion - friendly Feminine Hot and trendy
High-Street Fashion
The Zara Brand Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
5 Keys of the Zara Business Model

Store
Teams
Customer
Logis4cs
Design/ Produc4on
Product Development
Consumer Analysis
Market Analysis
Customer
Main driving force behind the Zara brand. Star%ng point for all Zara ac%vi%es
Customer
Lead role in: Store design Produc%on Logis%cs Team
Product Development
Consumer Analysis
Market Analysis
Product Development
Consumer Analysis
Market Analysis

Store
Store
Mee4ng point between the customer and the Zara fashion oer. 1,520 stores collect informa%on regarding customer demands. New products introduced twice a week. Top loca%ons 17 visits / year / customer Me%culously designed shop windows Maximum aJen%on to interior & exterior architechtual design Appropriate coordina%on of garments Excellent customer care
Product Development
Consumer Analysis
Market Analysis

Design & ProducFon
Inspira4on comes from the street, music, art but above all, the store. Proximity of produc%on facili%es Immediate reac%on to trends. Con%nuous work for all teams. Managers teams customer demand forms, designs, fabrics, compliments
Design/ Produc4on
1,186 suppliers, 200 desginers
Product Development
Consumer Analysis
Market Analysis

LogisFcs
Highly frequent and constant distribu4on permiKng the oer to be constantly renewed. 697 million garments distributed 5,000 employees at logis%cs centers
Logis4cs
Designed with maximum exibility. Customer oriented. 24h receiving order to store delivery (Europe) Designed to absorb growth for next years. 18% annual discount rates.
Product Development
Consumer Analysis
Market Analysis
Product Development
Consumer Analysis
Market Analysis

Teams
Teams with vast sales knowledge geared to towards the customer. 89,112 professionals Customer oriented. Make the stores a pleasant environment. Apply corporate, social & environmental responsibility in day-to-day work.
Teams
Product Development
Consumer Analysis
Market Analysis
Zaras Performance
159 store openings in 2008 Brand Value: $ 8,609 M
1,530 stores
4 new countries in 2008
Sales 6,824 Million
ZARA
73 countries
Product Development
Consumer Analysis
Market Analysis
14
The Industry
High street fashion brand Industry trends
Democra%za%on of luxury Inclusiveness Street trends Designer houses
Key success factors
Dieren%a%on & individualism New fashion consumer
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Customer Focused Product Development

Saturated industry Need to increase brand value Responding to current industry trends Iden%fying the need for the product in the market
A full-shaped body is a beau4ful body
The Zara Brand
Industry Analysis
Product Development Consumer Analysis
Market Analysis
Customer Focused Product Development

Market entry barriers Design challenges Saturated industry Need to increase brand value Responding to current industry trends Iden%fying the need for the product in the market
Exis%ng customer reac%ons
Fat is not fashionable
Challenges
Opportuni>es
The Zara Brand
Industry Analysis
Product Development Consumer Analysis
Market Analysis
Consumer Analysis
Todays fashion consumer:
More choice, more educated, more savvy & demanding
New breed of shoppers

Loyalty, variety, freshness
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis

Interest Gives pleasure & enjoyment Means of self-expression Involvement
Emo%ons
Behavior
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis

Interest Hedonics Involvement Purchasing experience Fun, fantasy, social or emo%onal gra%ca%on
Emo%ons
Behavior
Impulse buying
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis

Interest Hedonics Involvement Importance: Consumers aJach meaning to their clothes Role of fashion in society Drivers: Individual mo%ves Projec%ng a desired self-image Linked to personal values & needs: Express and communicate value Values guide consumer behavior Types of values: personal, economic, aesthe%c
Emo%ons
Behavior
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis

Interest Hedonics Involvement Posi%ve vs. nega%ve Shorter decision %mes More impulse buying A feeling of being unconstrained Desire to reward oneself How to generate posi%ve emo%ons? Use the retail environment to posi%vely inuence moods: suitable layouts, colors, eec%ve sales personnel, emo%onally upliking atmosphere Impulse buying
Emo%ons
Behavior
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis

Interest Hedonics Involvement Impulse buying Fashion oriented: strongly oriented to fashion involvement: providing sensory or experien%al cues of fashion products. Created by the symbolic interac4ons of the product & the consumer emo4onal experiences Emo%ons Need to understand impulse buying behavior for fashion products from an experien4al perspec4ve = guidance in developing strategies
Behavior
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Plus Size Consumer Analysis
1 in 3 women are unhappy with the way clothes t them 14 happy 12 8 16 10 18 6 22 20 24 unhappy
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Plus Size Consumer Behavior

AJribute
Plus size product
Psychosocial consequence
Feel more a\racFve
Func%onal consequence
Cut [ng the body shape
Values
Self-esteem
Self esteem: important moFvaFon driver for consumpFon Consumers tend to assign their own meanings to clothes. Clothing: over consumer behavior
Market Analysis
120
Market Share
15% PeFte 60% 25% Plus Size Normal
100 80 60 40 20 0 76
100
Size 2006 2012
Segment growth: 40% increase by 2014. Only 5% of retail space is dedicated to the +size products
Types of CompeFtors
1 2 3 4
Dedicated Ranges Extension of Size Ranges Designer Bou%ques E-commerce
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
New Line PosiFoning

High Fashion
Zara Torrid H&M
BouFques
Low Price
High Price
M&S
Charming Shoppers
1 2
Dedicated Ranges Extension of Size Ranges Designer Bou%ques E-commerce

Junonia
3 4
Low Fashion
The Zara Brand Industry Analysis Product Development Consumer Analysis
Market Analysis
DierenFaFon
Brand awareness Brand loyalty New in this segments More experienced compe%tors Lack of e-commerce
Size & growth
High fashion for modest prices
Strengths
Weaknesses
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Zara vs. CompeFtors

Zara 1,000 new styles / month 200 designers Higher cost of product development is more than adequately compensated by higher realized margins Strategy: reacFve, not predicFve CompeFtors 3-5 months: develop the ideas into physical samples Sales budgets & stock plans developed one year ahead of the targeted styles Few weeks / months to procure fabrics, have them approved by the retailer produce a number of samples put samples in producFon
The Zara Brand
Product development
Industry Analysis
Product Development
Consumer Analysis
Market Analysis

General objec%ves
Develop a consumer focused product line and markeFng strategy Reinforce customer focus as the key driver of the Zara brand
Specic objec%ves
Strategically segment the market Visualize the impact of the new line Integrate consumer input into development Strategically plan the integraFon of the new line within the exisFng business model use core competencies & reinforce brand values with a new twist
Consistent with our current approach


1 Qualita>ve Goals: Insights into the mind of the consumer Focus Group new product idea & concept explora%on gain more insights into our product posi%oning test communica%on strategies Test marke>ng Test product a\ributes in terms of t, cuts, colors, communicaFon & markeFng strategy Quan>ta>ve Goals: Gather data on consumer a[tudes, past behaviors, intended behaviors Warning: limited applicability, short development cycles Test both the future target consumers& exisFng ones Secondary research Integrate consumer input into product development Post-purchase evaluaFons 2
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
MARKETING FOCUS
Strategic MarkeFng ObjecFves

Overall marke4ng objec4ves: increase customer equity
Increase consumer sa4sfac4on, decrease dissa%sfac%on of the plus size consumer Increase purchase frequency among plus size customers Con%nue to grow by extending the Zara fashion brand Increase brand awareness and favorable aptudes among consumers
Zara for everywoman STP

Plus size, full shape body women Clothes that t their body shape and make them look beau>ful
Main segment
Demogra phics
Psychogra phics
Benets sought
Aged 18-40 Work in big ciFes / pursuing higher-level educaFon Mid-range income
Interested in fashion trends Conscious about their looks Enjoy shopping and socializing HecFc lifestyle
Zara for everywoman PosiFoning
Fast high fashion at aordable prices
The only true fashion brand that thinks about your body shape, respects it and designs especially for it
MARKETING STRATEGY
Integrated MarkeFng CommunicaFon Strategy

Holis4c approach
Price
Product Customer -focused Place
Promo4on
Customer-focused Product
Feel product. High involvement 1) Back to the drawing board Design products that complement the full body shape Incorporate consumer feedback on most salient aJributes
2) Product symbolism Zara knows my body shape I look good in Zara clothes I feel beau%ful
Customer-focused Product
Feel product. High involvement 3) Colors and material Important choice for perceived quality of the products Dieren%ate Zara from compe%tors Bring a fresh look to the plus size segment 4) The ZARA label Feed on the exis%ng Zara name and values associated with the brand Aim at customer loyalty S%ll away from the compe%tors the variety-seeking customer

Holis4c approach
Price
Promo4on
PromoFon Strategy
Main communica4on objec4ves Inform about the new line Create posi%ve emo%ons in connec%on to the new line Above-the-line: Print adverFsing Generate consumer interest and purchase inten%ons
Bellow-the-line: Brand communicaFon PR Internet Events Media cooperaFon
AdverFsing Strategy
Less is more Consistent with current strategy
Main communicaFon message
Support line launch only with print adverFsing
USP: The only true fashion brand to consider your body shape Emo>onal appeal
AdverFsing Idea GeneraFon

Adver4sing Posi4oning Formula For the full body shape woman,
Target consumer
Zara
Brand name
is the fashion expert

Brand character
for your wardrobe

Product / Competitive Frame
that
helps you look the best you can

Brand promise
because
it takes the high fashion trends and adapts them for the REAL you
Support
AdverFsing CreaFve, ProducFon & Placement

High fashion look Full shape body model Body shape revealed: curved lines should not be hidden Metaphor: dominance, power of the portrayed women Periperal cue: released sexuality , element of surprize Ad tonality
Ad format
Ad placement
Curvy is the new black

Ad tonality
Ad format Double page spread Minimum copy Zara logo
Ad placement
Ad tonality
Ad format
Ad placement High fashion monthly magazines: Vogue, Marie Claire, Harpers Bazaar Fashion monthly magazines: Glamour, InStyle, Joy, Petra Independent magazines: WAD, Pool
Curvy is the new black by ZARA
Below-the-line campaign
Brand COM
PR
Internet
Event
CSR: design compeFFon for fashion students Possible media cooperaFon with reality shows such as Project Runway Goal: promote inclusiveness and individualism
Brand COM
PR
Internet
Event
Ecient product placement in magazines Editorial coverage without adverFsing expense Goal: make a sincere proposiFon to the REAL woman, use the journalist as an expert source to build brand trust Tool: PR lookbook
PR Lookbook
PR Lookbook
PR Lookbook
Brand COM
PR
Internet
Event
Use the website as a main communicaFon channel Feature the CSR iniFaFve to build awareness Include advices on dierent body shapes and product cuts Use the online communiFes to reach the hip, young, tech savvy women
Brand COM
PR
Internet
Event
Line launch event in 3 key stores in Europe: Madrid, Milan, and London Theme: Zara celebrates diversity with a new line Goal: oer the real experience of the brand and what it stands for

Holis4c approach
Price
Promo4on
Pricing strategy
The new line is more inclusive, and not exclusive: Follow the brand pricing strategies Aordable prices, good quality No deviaFon from what Zara is as brand: consistency across lines

Holis4c approach
Price
Promo4on
DistribuFon strategy
The store as an important communicaFon channel Consistent and strong store image, high store loyalty Point of interacFon with the clients: store sta gathering important feedback, taking the pulse of the market
Store atmosphere Zara typical store layout, wide open spaces Create enjoyment of shopping in the store(posiFve emoFons | comfortable feeling | impulse buying | spending more than planned) Line having its own secFon in the store, consistent with current store space distribuFon
IMPLEMENTATION AND EVALUATION
ImplementaFon Roadmap
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Website Development PR Toolkit producFon Campaign producFon Product launch / Event InteracFve launch Ad campaign Media cooperaFon PR support EvaluaFon
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New collection Launch | Marketing Plan 22.10.

Zara Brand Wheel

The Zara Brand Industry Analysis

Market & Consumer Research

5 Keys of the Zara Business Model

The Zara Brand Industry Analysis

Market & Consumer Research

5 Keys of the Zara Business Model

Lead role in: Store design Produc%on Logis%cs Team

The Zara Brand Industry Analysis

Market & Consumer Research

The Zara Brand Industry Analysis

Market & Consumer Research

5 Keys of the Zara Business Model

The Zara Brand Industry Analysis

Market & Consumer Research

5 Keys of the Zara Business Model

1,186 suppliers, 200 desginers

The Zara Brand Industry Analysis

Market & Consumer Research

5 Keys of the Zara Business Model

The Zara Brand Industry Analysis

Market & Consumer Research

The Zara Brand Industry Analysis

Market & Consumer Research

5 Keys of the Zara Business Model

The Zara Brand Industry Analysis

Market & Consumer Research

4 new countries in 2008

Sales 6,824 Million

The Zara Brand Industry Analysis

Market & Consumer Research

Key success factors

Dieren%a%on & individualism New fashion consumer

The Zara Brand

Market & Consumer Research

Customer Focused Product Development

A full-shaped body is a beau4ful body

The Zara Brand

Product Development Consumer Analysis

Market & Consumer Research

Customer Focused Product Development

Exis%ng customer reac%ons

Fat is not fashionable

The Zara Brand

Product Development Consumer Analysis

Market & Consumer Research

More choice, more educated, more savvy & demanding

New breed of shoppers

Fashion Consumer Behavior Analysis

The Zara Brand

Market & Consumer Research

Fashion Consumer Behavior Analysis

The Zara Brand

Market & Consumer Research

Fashion Consumer Behavior Analysis

The Zara Brand

Market & Consumer Research

Fashion Consumer Behavior Analysis

The Zara Brand

Market & Consumer Research

Fashion Consumer Behavior Analysis

The Zara Brand