79493789

Zara

New collection Launch | Marketing Prepare 22. 15. 2009 1 SITUATION EVALUATION Zara Manufacturer Wheel Popular clothes Different assortment Trendy colors Feminine cuts Trendy product lines pertaining to moderate costs Customer-­? concentrated business Runway trends adapted for the streets Company Essence Fashion-­? oriented woman Trendy in every single situaFon Feeling good about looking very good Fashion -­? friendly Girly Hot and trendy High-Street Style The Zara Brand Sector Analysis Product Development Consumer Analysis Market Examination Market , Consumer Study 5 Secrets of the Zara Business Model Store Teams Consumer Logis4cs

Design/ Produc4on The Zara Company Industry Evaluation Product Development Customer Analysis Marketplace Analysis Market , Consumer Research five Keys of the Zara Business design Customer “Main driving force at the rear of the Zara brand.

” Star%ng point for all Zara ac%vi%es Buyer Lead role in: •? Store style •? Produc%on •? Logis%cs •? Staff The Zara Brand Market Analysis Product Development Consumer Analysis Market Analysis Market , Consumer Study s The Zara Company Industry Research Product Development Customer Analysis Marketplace Analysis Marketplace , Consumer Research five Keys of the Zara Business Model Store Store “Mee4ng oint between the client and the Zara fashion o? er. ” 1, 520 stores gather informa%on concerning customer demands. New products introduced twice a week. Top loca%ons – 17 visits as well as year as well as customer Me%culously designed store windows Maximum aJen%on to interior , exterior architechtual design Ideal coordina%on of clothes Excellent customer support The Zara Brand Market Analysis Product Development Consumer Analysis Market Analysis Market , Consumer Study 5 Secrets of the Zara Business Model Style , ProducFon “Inspira4on comes from the street, music, art … but first and foremost, the store. ” Proximity of roduc%on facili%es Immediate reac%on to styles. Con%nuous help all teams. Managers – teams – customer demand – varieties, designs, fabric, compliments Design/ Produc4on 1, 186 suppliers, 200 desginers The Zara Brand Market Analysis Application Consumer Examination Market Evaluation Market , Consumer Analysis 5 Tips of the Zara Business Model LogisFcs “Highly recurrent and frequent distribu4on permiKng the um? er to become constantly reconditioned. ” 697 million clothes distributed 5, 000 staff at logis%cs centers Logis4cs Designed with maximum? exibility. Buyer oriented. 24h – receiving order to store elivery (Europe) Designed to absorb growth for next years. 18% annual discount rates. The Zara Company Industry Research Product Development Customer Analysis Industry Analysis Marketplace , Customer Research The Zara Manufacturer Industry Evaluation Product Development Consumer Analysis Market Analysis Marketplace , Customer Research five Keys from the Zara Business design Teams “Teams with huge sales know-how geared to towards customer. ” 89, 112 professionals Customer oriented. Associated with stores a great environment. Apply corporate, interpersonal , environmental responsibility in day-­? to-­? day work. Teams The Zara Brand Industry

Analysis Product Development Customer Analysis Marketplace Analysis Marketplace , Customer Research Zara’s Performance 164 store spaces in 08 Brand Value: $ almost 8, 609 M 1, 530 stores four new countries in 08 Sales € 6, 824 Million ZARA 73 countries The Zara Brand Industry Analysis Product Development Consumer Examination Market Research Market , Consumer Exploration 14 The Industry High-street fashion company Industry styles Democra%za%on of luxury Inclusiveness Street tendencies Designer properties Key success factors Dalam? eren%a%on , individualism Fresh fashion buyer The Zara Brand Sector Analysis Application Consumer

Examination Market Research Market , Consumer Research Customer Centered Product Development Condensed industry Need to increase company value Answering current industry trends Iden%fying the need for the merchandise in the market A full-­? formed body is a beau4ful human body The Zara Brand Sector Analysis Application Consumer Analysis Market Evaluation Market , Consumer Research Customer Centered Product Development Industry entry limitations Design difficulties Saturated sector Need to boost brand worth Responding to current industry tendencies Iden%fying the need for the product in the market Exis%ng buyer eac%ons “Fat is certainly not fashionable” Difficulties Opportuni&gt, sera The Zara Brand Sector Analysis Product Development Consumer Evaluation Market Evaluation Market , Consumer Study Consumer Evaluation Today’s vogue consumer: More choice, even more educated, more savvy , demanding “New breed of shoppers” Loyalty, range, freshness The Zara Manufacturer Industry Analysis Product Development Buyer Analysis Industry Analysis Market , Client Research Trend Consumer Patterns Analysis Curiosity Gives pleasure , satisfaction Means of self-­? expression Participation Emo%ons Patterns The Zara Brand Market Analysis Merchandise

Development Consumer Analysis Industry Analysis Industry , Customer Research Trend Consumer Patterns Analysis Curiosity Hedonics Participation Purchasing knowledge Fun, imagination, social or perhaps emo%onal gra%? ca%on Emo%ons Behavior Impulse buying The Zara Brand Industry Analysis Application Consumer Examination Market Evaluation Market , Consumer Exploration Fashion Customer Behavior Evaluation Interest Hedonics Involvement Importance: •? Customers aJach that means to their clothes •? Role of fashion in society Motorists: •? Individual mo%ves •? Projec%ng a desired self-­? image Linked to personal values , needs: •?

Exhibit and communicate value •? Values information consumer habit •? Types of ideals: personal, economical, aesthe%c Emo%ons Behavior The Zara Company Industry Research Product Development Consumer Analysis Marketplace Analysis Marketplace , Client Research Vogue Consumer Habit Analysis Fascination Hedonics Participation Posi%ve versus nega%ve •? Shorter decision %mes •? More behavioral instinct buying •? A feeling of becoming unconstrained •? Desire to incentive oneself The right way to generate posi%ve emo%ons? •? Use the price tag environment to posi%vely in? uence moods: •? suitable layouts, •? colors, •? e? ec%ve sales workers, •? emo%onally pliking atmosphere Impulse ordering Emo%ons Patterns The Zara Brand Industry Analysis Application Consumer Examination Market Evaluation Market , Consumer Analysis Fashion Buyer Behavior Research Interest Hedonics Involvement Instinct buying •? Fashion oriented: strongly focused to vogue involvement: featuring sensory or experien%al tips of fashion goods. •? Created by the emblematic interac4ons in the product , the consumer emo4onal experiences Emo%ons •? Ought to understand instinct buying habit for vogue products by an experien4al perspec4ve sama dengan guidance in developing approaches Behavior

The Zara Manufacturer Industry Examination Product Development Customer Analysis Market Analysis Market , Consumer Research Plus Size Consumer Evaluation 1 in 3 women are unhappy with the method clothes? capital t them 18 happy 12 8 sixteen 10 18 6 22 20 twenty four unhappy The Zara Manufacturer Industry Analysis Product Development Buyer Analysis Market Analysis Industry , Customer Research Plus Size Consumer Tendencies AJribute Plus sizes product Psychological consequence Truly feel more a

acFve Func%onal consequence Minimize?[ng the body shape Beliefs Self-­? confidence Self esteem: significant moFvaFon rider for consumpFon Consumers usually assign their particular eanings to clothes. Apparel: over client behavior The Zara Company Industry Examination Product Development Customer Analysis Marketplace Analysis Marketplace , Consumer Research Marketplace Analysis 120 Market Share 15% PeFte 60 per cent 25% Plus Size Normal 95 80 62 40 twenty 0 seventy six 100 Size 2006 2012 Segment expansion: 40% enhance by 2014. Only 5% of selling space is usually dedicated to the +size products The Zara Brand Sector Analysis Application Consumer Analysis Market Research Market , Consumer Research Types of CompeFtors you 2 a few 4 Dedicated Ranges File format of Size Ranges Developer Bou%ques E-­? commerce The Zara Manufacturer Industry

Evaluation Product Development Consumer Analysis Marketplace Analysis Industry , Customer Research Fresh Line PosiFoning High Trend Zara Torrid H, Meters BouFques Low cost High Price M, S Charming Shoppers you 2 Committed Ranges File format of Size Ranges Developer Bou%ques E-­? commerce Marketplace , Client Research Junonia 3 some Low Fashion The Zara Brand Industry Analysis Application Consumer Research Market Research Di? erenFaFon Brand understanding Brand loyalty New through this segments More skillful compe%tors Lack of e-­? business Size , growth Excessive fashion for humble prices Advantages Weaknesses The Zara Company Industry

Research Product Development Client Analysis Market Analysis Market , Buyer Research Zara vs . CompeFtors Zara one particular, 000 new styles / month 200 designers More expensive of product development is more than adequately paid for by larger realized margins Strategy: reacFve, not predicFve CompeFtors 3-­? 5 a few months: develop the ideas in to physical samples Sales finances , share plans designed one year ahead of the targeted styles Few weeks / months to procure fabrics, have them approved by the retailer – produce a volume of samples – put trials in producFon The Zara Brand Application Industry Evaluation

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