Zara Marketing Campaign Design

New Collection Launch | Marketing Plan
22.10.2009

Situation analysis
1

Zara Brand Wheel
Fashionable clothes
Varied assortment
Trendy colors
Feminine cuts
Fashionable product lines for moderate costs
Customer-centered business
Runway trends adapted for the streets
Fashion-oriented woman
Trendy in every situation
Feeling good about looking good
Fashion - friendly
Feminine
Hot and trendy
Attributes
Benefits
Values
Personality
Brand Essence
High-Street Fashion

5 Keys of the Zara Business Model
Store
Teams
Customer
Logistics
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

Store
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

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 desginers
Design/ Production

Logistics
“Highly frequent and constant distribution permitting the offer to be constantly renewed.”
697 million garments distributed
5,000 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
159 store
openings in 2008
1,530 stores
4 new countries
in 2008
Brand Value:
$ 8,609 M
ZARA
Sales
€ 6,824 Million
73 countries

The Industry
High street fashion brand
14
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
Market entry barriers
Saturated industry
Design challenges
Need to increase
brand value
Existing customer reactions
Responding to current
industry trends
Identifying the need for the
product in the market
“Fat is not fashionable”
Opportunities
Challenges

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
Gives pleasure & enjoyment
Means of self-expression
Involvement
Emotions
Behavior

Interest
Purchasing experience
Fun, fantasy, social or emotional gratification
Hedonics
Involvement
Emotions
Impulse buying
Behavior

Interest
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
Hedonics
Involvement
Emotions
Behavior

Interest
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
Hedonics
Involvement
Emotions
Behavior
Impulse buying

Interest
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
Hedonics
Involvement
Emotions
Behavior

Plus Size Consumer Analysis
1 in 3 women are unhappy with the way clothes fit them
14
12
8
16
10
18
6
22
20
24
unconfident
confident

Plus Size Consumer Behavior
Self esteem: important motivation driver for consumption
Consumers tend to assign their own meanings to clothes.
Clothing: overt consumer behavior

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

Types of Competitors
Dedicated Ranges
1
Extension of Size Ranges
2
Designer Boutiques
3
E-commerce
4

New Line Positioning
High Fashion
Boutiques
Zara
Torrid
1
H&M
2
High Price
Low Price
3
Charming Shoppers
M&S
Dedicated Ranges
4
Extension of Size Ranges
Junonia
Designer Boutiques
E-commerce
Low Fashion

Differentiation
Brand awareness
New in this segments
Brand loyalty
More experienced
competitors
Size & growth
Lack of e-commerce
High fashion for modest prices
Weaknesses
Strengths

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 objectives
Strategically segment the market
Visualize the impact of the new line
Integrate consumer input into development
Strategically 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
1
2
Qualitative
Goals: Insights into the mind of the consumer
Focus Group
new product idea & concept exploration
gain more insights into our product positioning
test communication strategies
Test marketing
Test product attributes in terms of fit, cuts, colors, communication & marketing strategy
Quantitative
Goals: Gather data on consumer attitudes, past behaviors, intended behaviors
Warning: limited applicability, short development cycles
Test both the future target consumers& existing ones
Secondary research
Integrate consumer input into product development
Post-purchase evaluations

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
Plus size, full shape body women
Clothes that fit their body shape and make them look beautiful
Demographics
Psychographics
Benefits sought
Main segment
Interested in fashion trends
Conscious about their looks
Enjoy shopping and socializing
Hectic lifestyle
Aged 18-40
Work in big cities / pursuing higher-level education
Mid-range income

Zara for every woman Positioning

Marketing strategy
3

Integrated Marketing Communication Strategy
Holistic approach
Price
Product
Customer-focused
Place
Promotion

Customer-focused Product
Feel product. High involvement
Back to the drawing board
Design products that complement the full body shape
Incorporate consumer feedback on most salient attributes
2) Product symbolism
Zara knows my body shape
I look good in Zara clothes
I feel beautiful

Customer-focused Product
Feel product. High involvement
3) Colors and material
Important choice for perceived quality of the products
Differentiate Zara from competitors
Bring a fresh look to the plus size segment
4) The ZARA label
Feed on the existing Zara name and values associated with the brand
Aim at customer loyalty
Still away from the competitors the variety-seeking customer

Holistic approach
Price
Product
Customer-focused
Place
Promotion

Promotion Strategy
Main communication objectives
Inform about the new line
Create positive emotions in connection to the new line
Generate consumer interest and purchase intentions
Above-the-line: Print advertising
Bellow-the-line:
Brand communication
PR
Internet
Events
Media cooperation

Advertising Strategy
Consistent with current strategy
Less is more
Main communication message
USP: The only true fashion brand to consider your body shape
Emotional appeal
Support line launch only with print advertising

Advertising Idea Generation
the full body shape woman,
For
Zara
Brand name
Target consumer
is the fashion expert
for your wardrobe
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 model
Body shape revealed: curved lines should not be hidden
Metaphor: dominance, power of the portrayed women
Periperal cue: released sexuality , element of surprize
Ad tonality
Ad placement
Ad format

Curvy is the new black
Ad tonality
Ad placement
Ad format
Double page spread
Minimum copy
Zara logo

Ad tonality
Ad placement
High fashion monthly magazines: Vogue, Marie Claire, Harper’s Bazaar
Fashion monthly magazines: Glamour, InStyle, Joy, Petra
Independent magazines:
WAD, Pool
Ad format

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

Brand COM
PR
Internet
Event
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

Brand COM
PR
Internet
Event
Use the website as a main communication channel
Feature the CSR initiative to build awareness
Feature viral videos
Include advices on different body shapes and product cuts
Use the online communities to reach the hip, young, tech savvy women

Brand COM
PR
Internet
Event
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

Holistic approach
Price
Product
Customer-focused
Place
Promotion

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

Holistic approach
Price
Product
Customer-focused
Place
Promotion

Distribution Strategy
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
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

Implementation and Evaluation
4

Implementation Roadmap

Thank you for your attention!

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Zara Marketing Campaign Design

by Carmen Neghina on Dec 31, 2009

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Zara Marketing Campaign Design — Presentation Transcript