ZARA : A CASE STUDY Amresh Kumar

AN INTRODUCTION TO ZARA

Zara belongs to Inditex, one of the largest fashion retail distributors worldwide. Inditex has over 1900 outlets in 60 countries.

Their mission is to offer the latest trends in the fashion industry at lower costs.

Design is conceived as a process closely related to the client

Meet the satisfaction of its customers while offering them the right balance of fashion, quality and price, so that the style and image stay unique.

Relate with Customers

Physique |Basis of the brand | High reactiveness and flexibility, market-oriented

Relationship| Handshake between customer and company | Trusted quality, fair exchange of value

Reflection |Customer’s perception of what brand means | Style, individualism, assurance

Self-Image |What consumer thinks of herself | Confident, trendy, unique 

Culture |Country-of-origin, values it stands for | European, international, good relationship with customers

Personality| What is Zara when it becomes a person | Aggressive yet calm, mature, confident, beautiful, well-kempt, modest, unpretentious, low profile 

Zara was born

Founded in 1975 by Amancio Ortega and RosalíaMera

Zara is based in Spain. Was named after watching the

classic film Zorba the Greek International expansion was

increased in the 1990s, until reaching its current presence in over 73 countries.

Brand Identity

Merchandise

High fashion concept store - , footwear and accessories for men, women and children, from newborns to adults aged 45

Offers unique, high quality clothing and products at affordable prices compared to designer stores, thereby, implementing a low price strategy

Manufacture of their own merchandise in house and dramatically cutting inventory costs.

ZARA FOR WOMEN

Zara Women - targets the white collar working woman aged 25+.

Zara Basic - aged 17+. Zara TRF - urban appeal . aged 13-25

using only wooden hangers placing mirrors everywhere possible

that reach from ceiling to floor. color presentation – attractive and

helps when customers are trying to put together a specific outfit

PRICE RANGE PRICE RANGE

Zara Basic

Tops 495 – 1995

Bottoms 1995

Woman

Tops 795 – 1495

Bottoms1995 – 4995

TRF

Tops 295 – 590

Denims1990 – 3990

Dress2995 – 4995

Shoes2995 – 4995

Accessories 795 – 1995

Perfumes2995 - 14995

• mid-ranged priced products.

• achieve ‘High fashion at a Low cost’

• minimal advertising expenditure

THE ZARA CUSTOMER

PACKAGING

Zara being an eco friendly store does not permit the use of plastic bags.

Simple designed paper bag that comes in three sizes. In India, it’s Navy blue with light stripes running through.

CASE STUDY : The Store

SITE LOCATION AND ORIENTATION

FLOOR PLAN – BASIC LAYOUT

• free flow layout• clean and spacious• This lends a classy and sophisticated look to the store and promotes the false sense of exclusivity.

FLOOR PLAN – CONE OF VISION• could use

improvement•way fixtures below 2-3 ft in height•fixtures are spaced •The cash counter and the centre pillar both above 5.5 ft in height block the entire back area

FLOOR PLAN – CIRCULATION

Spaced out placement of fixtures pattern was still observed

FLOOR PLAN – POSITIVE V/S NEGATIVE SPACE

FLOOR PLAN – MERCHANDISE PLACEMENT

FLOOR PLAN – ZONES

FIXTURES & LIGHTING

SIGNAGES AND GRAPHICS

SUGGESTIONS

Place the mannequins more towards the right.

Straighten the wall so that it faces the customer entry.

Illuminate the wall more than the others.

Have an attractive and relevant signage

Place the cash counter somewhere along the right hand side.

original suggested

PROMOTIONS AND CALENDAR

Window design : process work

CHOSEN THEME : VALENTINE’S DAY Women no matter how independent

feel demotivated and depressed on Valentine’s Day

This Valentine’s day, celebrate yourself

we say, we say we don’t need men Celebrate your strength, your

personality, your independence. We celebrate the fearless Zara

woman.

Mood Board

DESIGN SKETCH

Elements in the window

Common elements: Left window

checkerboard flooring

chandeliers POP of RED

collapsible mirror

mood of the window is funky

more attitude.

Left window

black and white backdrop

sober, yet full of attitude

more formal and dressed in high street fashion work attire

Materials

Vinyl pasted on sunboard 4 Chandeliers (can be made out of

lampshades and hanging crystals)

CostingMATERIALS

PER RATE QTYCOST

Vinyl Pasted on Sunboard

   

 Collapsible mirror (exists with store)

   

 Podium (exists with store)

   

 Chandelier Materials : Lampshades, Wire, Plastic Crystals/Beads

   

 Checkerboard Vinyl For Floor.

   

 

    

 TOTAL COST

    

Thank you