Zara Marketing Campaign Design

New Collection Launch | Marketing Plan22.10.2009

SITUATION ANALYSIS

The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research

Zara Brand Wheel

High-Street Fashion

Fashionable clothesVaried assortmentTrendy colorsFeminine cuts

Fashionable product lines for moderate costsCustomer-centered businessRunway trends adapted for the streets

Fashion-oriented womanTrendy in every situationFeeling good about looking good

Fashion - friendlyFeminine Hot and trendy

Brand Essence


5 Keys of the Zara Business Model

Customer

Logistics

Store

Teams

Design/Production



Customer

“Main driving force behind the Zara brand.”

Starting point for all Zara activities

Lead role in:•Store design•Production•Logistics•Team

Customer


s



Store

“Meeting point between the customer and the Zara fashion offer.”

1,520 stores collect information regarding customer demands.

New products introduced twice a week.

Top locations – 17 visits / year / customer

Meticulously designed shop windows

Maximum attention to interior & exterior architechtual design

Appropriate coordination of garments

Excellent customer care

Store



Design & Production

“Inspiration comes from the street, music, art … but above all, the store.”

Proximity of production facilities

Immediate reaction to trends.

Continuous work for all teams.

Managers – teams – customer demand – forms, designs, fabrics, compliments

1,186 suppliers, 200 desginersDesign/

Production



Logistics

“Highly frequent and constant distribution permitting the offer to be constantly renewed.”

697 million garments distributed5,000 employees at logistics centers

Designed with maximum flexibility.

Customer oriented.

24h – receiving order to store delivery (Europe)

Designed to absorb growth for next years.

18% annual discount rates.

Logistics




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


Zara’s Performance

ZARASales

€ 6,824 Million

73 countries

1,530 stores

4 new countriesin 2008

159 store openings in 2008

Brand Value:$ 8,609 M

14


The Industry High street fashion brand

Industry trends Democratization of luxury

Inclusiveness

Street trends

Designer houses

Key success factors Differentiation & individualism

New fashion consumer


Customer Focused Product Development

Saturated industry

Need to increase brand value

Responding to current industry trends

Identifying the need for the product in the market

A full-shaped body is a beautiful body


Customer Focused Product Development

Saturated industry

Need to increase brand value

Responding to current industry trends

Identifying the need for the product in the market

Market entry barriers

Design challenges

Existing customer reactions

“Fat is not fashionable”

Challenges Opportunities


Consumer Analysis Today’s fashion consumer:

More choice, more educated, more savvy & demanding

“New breed of shoppers”

Loyalty, variety, freshness


Fashion Consumer Behavior Analysis

Interest

Involvement

Emotions

Behavior

Gives pleasure & enjoyment

Means of self-expression



Interest

Involvement

Hedonics

Emotions

Behavior

Purchasing experience

Fun, fantasy, social or emotional gratification

Impulse buying



Interest

Involvement

Hedonics

Emotions

Behavior

Importance:•Consumers attach meaning to their

clothes •Role of fashion in society

Drivers:•Individual motives•Projecting a desired self-image

Linked to personal values & needs:•Express and communicate value•Values guide consumer behavior•Types of values: personal, economic,

aesthetic



Interest

Involvement

Hedonics

Emotions

Behavior

Positive vs. negative•Shorter decision times•More impulse buying•A feeling of being unconstrained•Desire to reward oneself

How to generate positive emotions?•Use the retail environment to

positively influence moods: •suitable layouts•colors•effective sales personnel•emotionally uplifting atmosphere

Impulse buying



Interest

Involvement

Hedonics

Emotions

Behavior

Impulse buying

•Fashion oriented: strongly oriented to fashion involvement: providing sensory or experiential cues of fashion products.

•Created by the symbolic interactions of the product & the consumer emotional experiences

•Need to understand impulse buying behavior for fashion products from an experiential perspective = guidance in developing strategies


Plus Size Consumer Analysis

1 in 3 women are unhappy with the way clothes fit them

confident unconfident 14 12 8 16 10 18 6 22 20 24


Plus Size Consumer Behavior

AttributePlus size product

Functional consequenceCut fitting the

body shape

Psychosocial consequence

Feel more attractive

ValuesSelf-esteem

Self esteem: important motivation driver for consumption

Consumers tend to assign their own meanings to clothes.

Clothing: overt consumer behavior


Market Analysis

15%

25%60%

Market Share

PetitePlus SizeNormal

Size0

20

40

60

80

100

120

76

100

2006 2012

Segment growth: 40% increase by 2014.Only 5% of retail space is dedicated to the +size products


Types of Competitors

Dedicated Ranges

Extension of Size Ranges

Designer Boutiques

1

2

3

4 E-commerce


New Line PositioningHigh Fashion

High Price

Low Fashion

Low Price

Zara

H&M

Charming ShoppersM&S

Torrid

Junonia

Boutiques

Dedicated Ranges

Extension of Size Ranges

Designer Boutiques

E-commerce

1

2

3

4


Differentiation

New in this segments

More experienced competitors

Lack of e-commerce

Brand awareness

Brand loyalty

Size & growth

High fashion for modest prices

Strengths Weaknesses


Market & Consumer Research General objectives

Develop a consumer focused product line and marketing strategy

Reinforce customer focus as the key driver of the Zara brand

Specific objectivesStrategically segment the market

Visualize the impact of the new line

Integrate consumer input into developmentStrategically plan the integration of the new line within the existing business model – use core competencies & reinforce brand values with a new twist

Consistent with our current approach


Market & Consumer Research

Qualitative

Goals: Insights into the mind of the consumerFocus Groupnew product idea & concept explorationgain more insights into our product positioningtest communication strategiesTest marketingTest product attributes in terms of fit, cuts, colors, communication & marketing strategy

Quantitative

Goals: Gather data on consumer attitudes, past behaviors, intended behaviorsWarning: limited applicability, short development cycles

Test both the future target consumers& existing onesSecondary researchIntegrate consumer input into product developmentPost-purchase evaluations

1 2

MARKETING FOCUS

2

Strategic Marketing Objectives

Overall marketing objectives: increase customer equity

Increase consumer satisfaction, decrease dissatisfaction of the plus size consumer

Increase purchase frequency among plus size customers

Continue to grow by extending the Zara fashion brand

Increase brand awareness and favorable attitudes among consumers

Zara for every woman STP

Main segment

Demographics

Psychographics

Benefits sought

Plus size, full shape body women

Aged 18-40Work in big cities / pursuing

higher-level education Mid-range income

Interested in fashion trendsConscious about their looksEnjoy shopping and socializingHectic lifestyle

Clothes that fit their body shape and make them look beautiful

Zara for every woman Positioning

Fast high fashion at affordable prices

The only true fashion brand that thinks about

your body shape, respects it and designs

especially for it

MARKETING STRATEGY

Integrated Marketing Communication Strategy

Customer-focused

Place

Price

Product

Promotion

Holistic approach

Customer-focused Product Feel product. High involvement

1) Back to the drawing boardDesign products that complement the full body shape

Incorporate consumer feedback on most salient attributes

2) Product symbolismZara knows my body shapeI look good in Zara clothesI feel beautiful

Customer-focused Product Feel product. High involvement

3) Colors and materialImportant choice for perceived quality of the products

Differentiate Zara from competitorsBring a fresh look to the plus size segment

4) The ZARA labelFeed on the existing Zara name and values associated with the brand

Aim at customer loyalty

Still away from the competitors the variety-seeking customer


Customer-focused

Place

Price

Product

Promotion

Holistic approach

Promotion Strategy

Above-the-line: Print advertising

Bellow-the-line: Brand communicationPRInternetEventsMedia cooperation

Main communication objectivesInform about the new line

Create positive emotions in connection to the new line

Generate consumer interest and purchase intentions

Advertising Strategy

Main communication

message

USP: The only true fashion brand to consider your body shape

Emotional appeal

Less is more

Support line launch only with print advertising

Consistent with current strategy

Advertising Idea Generation

Target consumer Brand name

is the fashion expert for your wardrobe

For the full body shape woman, Zara

Brand character Product / Competitive Frame

that helps you look the best you can because

Brand promise

it takes the high fashion trends and adapts them for the REAL you

Support

Advertising Positioning Formula

Advertising Creative, Production & Placement

High fashion look Full shape body modelBody shape revealed: curved lines should not be hiddenMetaphor: dominance, power of the portrayed womenPeriperal cue: released sexuality , element of surprize

Ad formatAd placement

Ad tonality


Ad formatAd placement

Ad tonality

Curvy is the new black

Double page spreadMinimum copy

Zara logo


Ad formatAd placementHigh fashion monthly magazines: Vogue, Marie Claire, Harper’s BazaarFashion monthly magazines: Glamour, InStyle, Joy, PetraIndependent magazines: WAD, Pool

Ad tonality

Curvy is the new black by ZARA

Below-the-line Campaign

Brand COM PR Internet Event

CSR: design competition for fashion students

Possible media cooperation with reality shows such as Project Runway

Goal: promote inclusiveness and individualism



Efficient product placement in magazines

Editorial coverage without advertising expense

Goal: make a sincere proposition to the REAL woman, use the journalist as an expert source to build brand trust

Tool: PR lookbook

PR Lookbook

PR Lookbook

PR Lookbook



Use the website as a main communication channel

Feature the CSR initiative to build awareness

Feature viral videosInclude advices on different body

shapes and product cutsUse the online communities to reach

the hip, young, tech savvy women



Line launch event in 3 key stores in Europe: Madrid,

Milan, and London

Theme: Zara celebrates diversity with a new line

Goal: offer the real experience of the brand and

what it stands for


Customer-focused

Place

Price

Product

Promotion

Holistic approach

Pricing Strategy

The new line is more inclusive, and not exclusive: Follow the brand pricing strategies

Affordable prices, good quality

No deviation from what Zara is as brand: consistency across lines


Customer-focused

Place

Price

Product

Promotion

Holistic approach

Distribution Strategy

The store as an important communication channel

Consistent and strong store image, high store loyalty

Point of interaction with the clients: store staff 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(positive emotions | comfortable feeling | impulse buying | spending more than planned)

Line having its own section in the store, consistent with current store space distribution

IMPLEMENTATION AND EVALUATION

4

Implementation Roadmap

Jan Feb Mar April May June July Aug Sept Oct Nov Dec

Website DevelopmentPR Toolkit productionCampaign productionProduct launch / EventInteractive launchAd campaignMedia cooperationPR supportEvaluation

Thank you for your attention!

Date post:	21-Apr-2017
Category:	Technology
Upload:	carmen-neghina
View:	204,909 times
Download:	1 times

Zara Marketing Campaign Design

Technology