Zara Marketing Plan

parvenue collection Launch marketing Plan 22. 10. 2009 1 SITUATION ANALYSIS Zara shuffle Wheel mannerable clothes Varied assortment Trendy colors Feminine cuts Fashionable fruit lines for moderate cost client-? centered business Runway trends adapted for the streets sword Essence Fashion-? oriented woman Trendy in every situaFon determineing good about look good Fashion -? friendly Feminine Hot and trendy High-Street Fashion The Zara blot Industry outline output Development Consumer compendium trade epitome merchandise & Consumer Research 5 Keys of the Zara course Model Store Teams Customer Logis4csDesign/ Produc4on The Zara Brand Industry abridgment convergence Development Consumer depth psychology mart synopsis Market & Consumer Research 5 Keys of the Zara blood line Model 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 The Zara Brand Industry analytic th inking Product Development Consumer analysis Market Analysis Market & Consumer Research s The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara byplay Model Store Store Mee4ng oint between the customer and the Zara personal manner o? er. 1,520 stores collect informa%on regarding customer enquires. New increases 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 The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara Business Model Design & ProducFon Inspira4on comes from the street, music, art but above all, the store. Proximity of roduc%on facili%es Immediate reac%on to trends. Con%nuous work for all teams. Managers teams customer demand forms, design s, fabrics, compliments Design/ Produc4on 1,186 suppliers, 200 desginers The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara Business Model LogisFcs Highly frequent and constant distribu4on permiKng the o? er to be constantly renewed. 697 million garments distributed 5,000 employees at logis%cs centers Logis4cs Designed with maximum ?exibility. Customer oriented. 24h receiving fix to store elivery (Europe) Designed to absorb growth for next years. 18% annual discount rates. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 5 Keys of the Zara Business Model Teams Teams with vast sales knowledge geared to towards the customer. 89,112 professionals Customer oriented. Make the stores a pleasant environment. Apply corporate, soci al & environmental responsibility in twenty-four hours-? to-? day work. Teams The Zara Brand IndustryAnalysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 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 The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 14 The Industry High street fashion brand Industry trends Democra%za%on of luxury Inclusiveness Street trends Designer houses Key success factors Di? eren%a%on & individualism New fashion consumer The Zara Brand Industry Analysis Product Development ConsumerAnalysis Market Analysis Market & Consumer Research Customer focused Product Development Saturated industry Need to increase brand value Responding to current industry trends Iden%fying the admit for the product in the market A full-? shaped body is a beau4ful body The Zara Brand Industr y Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 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 eac%ons Fat is not fashionable Challenges Opportunies The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 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 appearance Analysis Interest Gives pleasure & amusement Means of self-? expression elaboration Emo%ons Behavior The Zara Brand Industry Analysis ProductDevelopment Consumer Analysis Market Analysis Market & Consumer Research Fashi on Consumer Behavior 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 Market & Consumer Research Fashion Consumer Behavior Analysis Interest Hedonics Involvement Importance ? Consumers aJach meaning to their clothes ? region of fashion in society Drivers ? Individual mo%ves ? Projec%ng a desired self-? image Linked to personal values & needs ?Express and say 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 Market & Consumer Research Fashion Consumer Behavior Analysis Interest Hedonics Involvement Posi%ve vs. nega%ve ? Shorter decision %mes ? More impulse buying ? A feeling of being free ? Desire to reward oneself How to generate posi%ve emo%ons? ? Use the retail enviro nment to posi%vely in? uence moods ? suitable layouts, ? colors, ? e? ec%ve sales personnel, ? emo%onally pliking atmosphere Impulse buying Emo%ons Behavior The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Fashion Consumer Behavior 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 BehaviorThe Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Plus size of it 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 Dev elopment Consumer Analysis Market Analysis Market & Consumer Research Plus Size Consumer Behavior AJribute Plus size product Psychosocial consequence Feel more a acFve Func%onal consequence Cut ?ng the body shape Values Self-? esteem Self esteem important moFvaFon driver for consumpFon Consumers tend to assign their take in eanings to clothes. Clothing over consumer behavior The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 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 The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research Types of CompeFtors 1 2 3 4 Dedicated Ranges annex of Size Ranges Designer Bou%ques E-? commerce The Zara Brand IndustryAnalysis Product Development Consumer Analysis Market Analysis Ma rket & Consumer Research 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 Market & Consumer Research Junonia 3 4 Low Fashion The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Di? erenFaFon 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 IndustryAnalysis Product Development Consumer Analysis Market Analysis Market & Consumer Research 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 certain 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