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Zara Marketing Campaign Design

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The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes. …

The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.

The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.

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  • Customer: Main driving force behind all ZARA activitiesUnlike the traditional fashion company business model, which starts at the designer’s drawing table, Inditex’s activity starts in the customer’s mind and continues in the store, where their fashion demands are gathered and the process begins. So that customers‘ expectations arrive in the store as quickly as possible, Inditex has a flexible, dynamic and innovative organisation which can take on newtrends and tastes in fashion in record time and at heady speeds. This link with the customer is not only considered from the fashion perspective It also covers the location and design of the stores, sited in the main shopping areas ofcities and conceived to guarantee a pleasant shoppingexperience. Furthermore, Inditex’s customer orientation is reflected in the prism of ethics and responsibility, both socially and environmentally, under which all the The customer plays the lead role in the store, design, production, logistics and all of Inditex’s teams of professionals.2. StoreThe key element in the business model: it is the meeting point between the customer and the chains’ fashion offer.acts as a source of inspiration for the chains’ design and sales teams. The information collected by the store teams regarding customerdemands starts the Inditex production process, which in the shortest possible time returns its latest fashion proposals to the store. All the Inditex stores receive new products twice a week.Top locations & Meticulously designed shop windows & Maximum attention to the interior and exterior architectural design & Appropriate coordination of garments & Excellent customer care.3. Design & productionInspiration comes from the street, music, art... but above all, the storeThe proximity of production facilitates an immediate reaction to new trends.All the chains have their own design and sales teams that conceive the collections in their entirety. Their work is not affected by seasons, but is continuous and starts with information processed at the stores on customers’ desires and impressions. Through the managers and their regional management teams, the creative teams and the sales staff are nourished by customer demands and work together to turn these desires into forms, designs, fabrics and compliments.1,186 suppliers & 300 designers4 LogisticsHighly frequent and constant distribution permitting the offer to be constantly renewed.697 million garments distributed5,000 employees at logistic centresThe distribution process is designed with maximum flexibility and customer orientation which governs all the Group’s actions. The Inditex logistics system is designed so that the time between receiving the order in the distribution centre until delivery in the store is on average 24 hours for European stores and a maximum of 48 hours for America or Asia.The current logistics organisation is designed to absorb growth for the next years.5 TeamsTeams with vast sales knowledge geared to towards the customerIf the customer is the driving force behind Inditex’s activity, the 89,112 professionals in the Group are the means by which our mission to meet customer demands is fulfilled. All employees, regardless of their proximity to the point of sale, share the same customer orientation, from thoseinvolved directly in the production process, such as designers, sales or logistics teams, to the professionals in corporate areas such as Human Resources, Systems or Finance, among others.The customer orientation of all the Inditex teams goes beyond just fashion. As well as their efforts to make the stores a pleasant environment in which the customer feels comfortable, for Inditex professionals the variables of corporate, social and environmental responsibility are always present in their day-to-day work.
  • Customer: Main driving force behind all ZARA’s activityUnlike the traditional fashion company business model, which starts at the designer’s drawing table, Zara starts in the customer’s mind and continues in the store, where their fashion demands are gathered and the process begins. ZARA has a flexible, dynamic and innovative organisation which can take on new trends and tastes in fashion in record time and at heady speeds. This link with the customer is not only considered from the fashion perspective It also covers the location and design of the stores, sited in the main shopping areas ofcities and conceived to guarantee a pleasant shopping. ZARA’s customer orientation is reflected in the prism of ethics and responsibility, both socially and environmentally. The customer plays the lead role in the store, design, production, logistics and all of Inditex’s teams of professionals.
  • 2. StoreThe key element in the business model: it is the meeting point between the customer and the chains’ fashion offer.acts as a source of inspiration for the chains’ design and sales teams. The information collected by the store teams regarding customerdemands starts the Zara production process, which in the shortest possible time returns its latest fashion proposals to the store. All Zara stores receive new products twice a week.Top locations & Meticulously designed shop windows & Maximum attention to the interior and exterior architectural design & Appropriate coordination of garments & Excellent customer care.The location and design of the stores is customer focused, sited in the main shopping areas ofcities and conceived to guarantee a pleasant shopping.
  • 3. Design & productionInspiration comes from the street, music, art... but above all, the store. The proximity of production facilitates an immediate reaction to new trends.All the chains have their own design and sales teams that conceive the collections in their entirety. Their work is not affected by seasons, but is continuous and starts with information processed at the stores on customers’ desires and impressions. Through the managers and their regional management teams, the creative teams and the sales staff are nourished by customer demands and work together to turn these desires into forms, designs, fabrics and compliments.1,186 suppliers & 200 designers
  • 4 LogisticsHighly frequent and constant distribution permitting the offer to be constantly renewed.697 million garments distributed, 5,000 employees at logistic centresThe distribution process is designed with maximum flexibility and customer orientation which governs all the Group’s actions. The ZARA logistics system is designed so that the time between receiving the order in the distribution centre until delivery in the store is on average 24 hours for European stores and a maximum of 48 hours for America or Asia.The current logistics organisation is designed to absorb growth for the next years.
  • 5 TeamsTeams with vast sales knowledge geared to towards the customerIf the customer is the driving force behind ZARA activity, the 89,112 professionals in the Group are the means by which our mission to meet customer demands is fulfilled. All employees, regardless of their proximity to the point of sale, share the same customer orientation, from thoseinvolved directly in the production process, such as designers, sales or logistics teams, to the professionals in corporate areas such as Human Resources, Systems or Finance, among others.The customer orientation of all the ZARAteams goes beyond just fashion. As well as their efforts to make the stores a pleasant environment in which the customer feels comfortable, for ZARA professionals the variables of corporate, social and environmental responsibility are always present in their day-to-day work.
  • Apparel In many senses, rising affluence, social mobility, the diversification of retail brands and consumer empowerment have all helped to democratise luxury, making it a key attribute of many brand propositions
  • Because the target is the fashion conscious woman that does not want to Designs, cuts, colors & fit for the curvy woman
  • Because the target is the fashion conscious woman that does not want to Designs, cuts, colors & fit for the curvy womanIncreased effort in designing: creativity, innovation, original thinkingExisting customers reacting to the new line“Fat is not fashionable” = CONSUMER RESEARCH
  • Must ensure that shoppers are offered many options worth the price & shoppers will continue to frequent stores that offer a fresh experience each time they visit – KEY COMPETITIVE ADVANTAGE OF ZARAMore choice, more educated, more savvy & demanding – courtesy of internet, women’s fashion magazines, immediate info accessIn a climate as intensive & competitive as the fashion industry, understanding how consumer patterns evolve is paramountResult: new breed of shoppers – need to be attracted in a new way: convinced that fashion is worth investing inGiven this new consumer mindset, how can we attract them?LoyaltyVariety is criticalNewness is key
  • In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessoriesWe want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear.Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choiceConsumer interest in clothing:Gives pleasure & enjoyment – hedonistic perspective related to involvementHedonics: Suggests that purchasing experience may be more important than product acquisitionE.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratificationHelps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social contextInvolvement:Important because:Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s societyDriven by: Individual motive to use certain products to project a desired self-imageLinked to personal values & needs:Use products to express and communicate our values to othersValues generate consumer goals and guide consumer making procesesImportant to understand the linkage between involvement & values (personal, economic, aesthetics)
  • In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessoriesWe want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear.Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choiceConsumer interest in clothing:Gives pleasure & enjoyment – hedonistic perspective related to involvementHedonics: Suggests that purchasing experience may be more important than product acquisitionE.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratificationHelps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social contextInvolvement:Important because:Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s societyDriven by: Individual motive to use certain products to project a desired self-imageLinked to personal values & needs:Use products to express and communicate our values to othersValues generate consumer goals and guide consumer making procesesImportant to understand the linkage between involvement & values (personal, economic, aesthetics)
  • In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessoriesWe want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear.Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choiceInvolvement:Important because:Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s societyDriven by: Individual motive to use certain products to project a desired self-imageLinked to personal values & needs:Use products to express and communicate our values to othersValues generate consumer goals and guide consumer making procesesImportant to understand the linkage between involvement & values (personal, economic, aesthetics)Involvement has also been traditionally connected to the role of emotions.
  • E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification
  • In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessoriesWe want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear.Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choiceConsumer interest in clothing:Gives pleasure & enjoyment – hedonistic perspective related to involvementHedonics: Suggests that purchasing experience may be more important than product acquisitionE.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratificationHelps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social contextInvolvement:Important because:Consumers attach meaning to their clothes Highlighted by the role of fashion in today’s societyDriven by: Individual motive to use certain products to project a desired self-imageLinked to personal values & needs:Use products to express and communicate our values to othersValues generate consumer goals and guide consumer making procesesImportant to understand the linkage between involvement & values (personal, economic, aesthetics)Involvement has also been traditionally connected to the role of emotions.Sudden compelling and hedonically complex buying behavior: the quickness of the decision process precludes thoughtful and deliberate consideration of alternatives
  • Size 4 vs. 141 in 3 women are unhappy with the way clothes fit them * Francois imagesTaste revolution: full body shape women becoming more confident, experimenting with fashion and requiring more fashionable products
  • Self esteem is especially important for our new target. Relevance of self-esteemEspecially important for the new targetImportant motivation drive for consumption – trying to accept product that increase self-esteemMeanings are assigned to products – not always what we intend them to beClothing: overt consumption behavior: makes consumers’ values & tastes accessible to others – need to improve the self-esteem of the plus size woman and give her the confidence to be herself in any situationHow?Means end chainAdd on for the fashion consumer behavior by highlighting the importance of self-esteem (affect) for our new target.
  • Plus-size accounts for 20-25% of the sales of the overall women marketPlus-size clothing retail market for adults and children totaled $76 billion in 2006 (Global Information, Inc. ). Sales will continue to rise and reach the $100 billion mark by the year 2012 (Global Information, Inc. ). Segment growth: 40% increase by 2014.Only 5% of retail space is dedicated to the +size products
  • The challenges we presented for developing the new line: risk of alienating current consumer, fighting the perception that fat is not fashionable, and correctly identifying the emotional needs and wants of the full body shape woman.In order to face these challenges effectively & because we are developing a new line, market & consumer research are important.Start with qua
  • QualitativeInsights into the mind of the consumerStrategies for identifying customer needs / wants / attitudesFocus groups+size women: new product idea & concept exploration; gain more insights into our product positioning, test communication strategiesWarning! Must be repeated regularly to keep in line with changing consumer needsTest marketingTest product attributes in terms of fit, cuts, colors, communication & marketing strategyImportant: integrate feedback of own retailersHow: present products / drawings to potential consumers & to our retailersFocus groupnew line is welcomed by the participantsCuts that are complimenting body shapesDesigns that are trendy – feel that current competitor product offering is not fashionable enoughFrustration towards Zara & similar brands that promise fashion @ appealing prices but only for women of a certain shapeChoice of clothes has personal relevance / is effective cause they are conscious about their look – focus on extending the Zara image to make them feel includedConsumer SurveysCurrent customers have a positive attitude towards the new lineFits with the current Zara brand positioning80% of the survey + size women: admire the Zara brand and reported positive attitudes and future purchase intentions
  • How we want to be positioned?
  • Invite media
  • Transcript

    • 1. New Collection Launch | Marketing Plan
      22.10.2009
    • 2. Situation analysis
      1
    • 3. 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
    • 4. 5 Keys of the Zara Business Model
      Store
      Teams
      Customer
      Logistics
      Design/
      Production
    • 5. 5 Keys of the Zara Business Model
      Customer
      “Main driving force behind the Zara brand.”
      Starting point for all Zara activities
      Lead role in:
      Customer
    • 9. s
    • 10. 5 Keys of the Zara Business Model
      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
    • 11.
    • 12. 5 Keys of the Zara Business Model
      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
    • 13. 5 Keys of the Zara Business Model
      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
    • 14.
    • 15. 5 Keys of the Zara Business Model
      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
    • 16. 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
    • 17. 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
    • 18. 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
    • 19. 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
    • 20. Consumer Analysis
      Today’s fashion consumer:
      More choice, more educated, more savvy & demanding
      “New breed of shoppers”
      Loyalty, variety, freshness
    • 21. Fashion Consumer Behavior Analysis
      Interest
      Gives pleasure & enjoyment
      Means of self-expression
      Involvement
      Emotions
      Behavior
    • 22. Fashion Consumer Behavior Analysis
      Interest
      Purchasing experience
      Fun, fantasy, social or emotional gratification
      Hedonics
      Involvement
      Emotions
      Impulse buying
      Behavior
    • 23. Fashion Consumer Behavior Analysis
      Interest
      Importance:
      • Consumers attach meaning to their clothes
      • 24. Role of fashion in society
      Drivers:
      • Individual motives
      • 25. Projecting a desired self-image
      Linked to personal values & needs:
      • Express and communicate value
      • 26. Values guide consumer behavior
      • 27. Types of values: personal, economic, aesthetic
      Hedonics
      Involvement
      Emotions
      Behavior
    • 28. Fashion Consumer Behavior Analysis
      Interest
      Positive vs. negative
      • Shorter decision times
      • 29. More impulse buying
      • 30. A feeling of being unconstrained
      • 31. Desire to reward oneself
      How to generate positive emotions?
      • Use the retail environment to positively influence moods:
      • 32. suitable layouts
      • 33. colors
      • 34. effective sales personnel
      • 35. emotionally uplifting atmosphere
      Hedonics
      Involvement
      Emotions
      Behavior
      Impulse buying
    • 36. Fashion Consumer Behavior Analysis
      Interest
      Impulse buying
      • Fashion oriented: strongly oriented to fashion involvement: providing sensory or experiential cues of fashion products.
      • 37. Created by the symbolic interactions of the product & the consumer emotional experiences
      • 38. Need to understand impulse buying behavior for fashion products from an experiential perspective = guidance in developing strategies
      Hedonics
      Involvement
      Emotions
      Behavior
    • 39. 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
    • 40. Plus Size Consumer Behavior
      Self esteem: important motivation driver for consumption
      Consumers tend to assign their own meanings to clothes.
      Clothing: overt consumer behavior
    • 41. Market Analysis
      Segment growth: 40% increase by 2014.
      Only 5% of retail space is dedicated to the +size products
    • 42. Types of Competitors
      Dedicated Ranges
      1
      Extension of Size Ranges
      2
      Designer Boutiques
      3
      E-commerce
      4
    • 43. 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
    • 44. 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
    • 45. 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
    • 46. 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
    • 47. Marketing focus
      2
    • 48. 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
    • 49. 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
    • 50. Zara for every woman Positioning
    • 51. Marketing strategy
      3
    • 52. Integrated Marketing Communication Strategy
      Holistic approach
      Price
      Product
      Customer-focused
      Place
      Promotion
    • 53. 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
    • 54. 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
    • 55. Integrated Marketing Communication Strategy
      Holistic approach
      Price
      Product
      Customer-focused
      Place
      Promotion
    • 56. 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
    • 57. 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
    • 58. 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
    • 59. 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
    • 60. Advertising Creative, Production & Placement
      Curvy is the new black
      Ad tonality
      Ad placement
      Ad format
      Double page spread
      Minimum copy
      Zara logo
    • 61. Advertising Creative, Production & Placement
      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
    • 62. Curvy is the new black
      by ZARA
    • 63. 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
    • 64. Below-the-line Campaign
      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
    • 65. PR Lookbook
    • 66. PR Lookbook
    • 67. PR Lookbook
    • 68. Below-the-line Campaign
      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
    • 69. Below-the-line Campaign
      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
    • 70. Integrated Marketing Communication Strategy
      Holistic approach
      Price
      Product
      Customer-focused
      Place
      Promotion
    • 71. 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
    • 72. Integrated Marketing Communication Strategy
      Holistic approach
      Price
      Product
      Customer-focused
      Place
      Promotion
    • 73. 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
    • 74. Implementation and Evaluation
      4
    • 75. Implementation Roadmap
    • 76. Thank you for your attention!

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