Zara & select presentation
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Transcript of Zara & select presentation
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