ZARA for every women STP
Plus size, full shape body women
Clothes that fit into the body shape & make them look beautiful
Main Segme
nt
Demographics
Psychographics
Benefit Sought
Aged 18-40Work in big cities/pursuing higher level of educationMid range income
Interested in fashion trendsConscious about their lookHectic schedule
Positioning- ZARA for every women
ZARA Fast high fashion at
affordable price
The only true fashion brand that thinks about
your body , respect it and designs especially for it
Integrated Marketing communication strategy
Customer focused
Customer focused Product- Feel product. High Involvement1)Back to the Drawing Board Design product that complement full body shape Incorporate consumer feedback on most silent features
2) Product Symbol: Zara knows my body shape I look good in Zara cloths I feel beautiful
3)Color and material Important choice for perceived quality of product Bringing fresh look to plus size segment
4) The Zara level Feed on the existing Zara name and values associated
with the brand Still away from the competitors – the variety seeking
customers
Promotion Strategy
Above the line: Print
Advertising
Below the line: Brand CommunicationPublic RelationInternetEventsMedia cooperation
Main communication Objective:Inform about new product lineCreate positive emotions in connecting new lineGenerate consumer interest & purchase intension
Below the line campaign
• Design competition of fashion students• Possible media cooperation with reality
shows
Brand Communicati
on
Public relation
• Use website as main communication channel
• Feature viral video• Include advice on different body shapes
and product cuts
Internet• Line launch event in key metropolitan cities
in India • Theme: Zara celebrate diversity with a
new line• Goal: Offer real experience of the brand &
what it stands for
Event
•Efficient product placement in magazines•Editorial coverage with advertising expense•Goal: make a sincere proposition to the REAL women , use a journalist as a expert to build brand trust
Advertisement StrategyThe only true
fashion
brand to
consider
your body shape
Emotional
Appeal
Main Communicati
on messa
ge
Advertisement Creative, Production & Placement
High fashion lookFull body shape modelBody shape reveled: curve line should not be hiddenMetaphor: dominance, power portrayed women
Ad tonality
Ad format
Ad placement
Double page spreadZara logo
High fashion monthly magazine:Vogue, Marie ClaireFashion monthly magazine:Glamour, In Style, Joy
Pricing strategy
The new line is more inclusive, not exclusive- follow the brand pricing strategy
Affordable price, good quality
No deviation from what Zara is a brand: consistency across line
Place
The store as an important communication channel
Consistent & strong store image , high store royalty
Point of interaction with the Customers: Store staff gathering important feedback, taking pulse of the market
Line has its own section in the store, consistent with the current store space distribution
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