Zara Brand Audit Final Presentation

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I was part of a six-person team that underwent primary research (performed brand association tests on and surveyed 52 respondents) and secondary research (analysed Zara's current and past branding communications) to assess Zara's current brand meaning in the Vancouver market. I led the process of narrowing down Zara's intended brand meaning into four succinct categories. I was in charge of categorizing associations as well as analysing "classy" and "good quality" associations, cross referencing them to demographic variables. I was additionally in charge of analysing Zara's brand strength, as well as designing the PowerPoint.

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Zara Brand Audit Final Presentation

  1. 1. STYLISH
  2. 2. CLASSY
  3. 3. TRENDY
  4. 4. GOOD QUALITY
  5. 5. BRAND AUDIT FOR CAROLYN KHOO DOUGLAS LAM MOSES RICHU JEANNIE TSE REBECCA WU MICHELLE ZHANG
  6. 6. AGENDABRAND HISTORY ASSESSMENT OF INTENDED BRAND MEANING ASSESSMENT OF ACTUAL BRAND MEANING EVALUATION OF CATEGORY EXTENSION ASSESSMENT OF BRAND STRENGTH + FINAL RECOMMENDATIONS
  7. 7. BRAND HISTORY
  8. 8. ZARA WHY ZARA• Positive growth in declining industry• Little expenditure in traditional advertising• Transcending international borders• Fast Fashion
  9. 9. MAJOR EVENTS •  Founded in Galicia, Spain by Amancio Ortega1975 •  Inditex became holding company1985 •  First Expansion outside of Spain, in Portugal1988 •  Zara Home was established2003 •  Zara overtake GAP in terms of worldwide sales2008 •  Opens Online Store; Accused of Slave Labour in2011 Brazil and Does not Meet Quality Control in China •  Crisis – Toxic Chemicals found in Clothing2012
  10. 10. TARGET MARKET TARGET MARKET• Women, men, children• 0-40+• Fondness for fashion• Women to men = 80:20 ratio• Primary focus = women 20-40
  11. 11. INTENDED BRANDMEANING
  12. 12. INTENDED BRAND MEANING STYLISH TRENDY CLASSY GOOD QUALITY
  13. 13. INTENDED BRAND MEANING : STYLISH STYLISH•  Having elegance or taste in dress and suits one’s individual style: a complete look•  Zara: •  Wide range of styles •  Suitable for all people •  Mannequins and models have individual and lasting styles •  Each store stocks clothing that reflect style preferences•  Shows that Zara can provide clothing that looks good regardless of trends
  14. 14. INTENDED BRAND MEANING : STYLISH PROS CONS•  Not limited to one look •  Large product line•  Reach a broad audience •  Dilution of image•  If someone changes •  No specialization or style profile, can still differentiation shop in Zara •  e.g. Tommy Hilfiger,•  Allows for American Apparel experimentation•  Inspires confidence in brand with fashionable people
  15. 15. INTENDED BRAND MEANING : TRENDY TRENDY•  Able to follow the latest trends or fashions•  Zara: •  Updates with new clothing every week •  Online lookbook is updated every month •  Post photos of new looks on Twitter •  Display on-trend clothing on storefronts•  Shows that Zara can stay on top of new trends
  16. 16. INTENDED BRAND MEANING : TRENDY PROS CONS• Encourages more • Brand image of an traffic; visit store more imitator often • Possible image of low• More opportunity to quality purchase • Drive away consumers• One of the first stores who do not like trends visited if they see an • Tends to target a item in media younger demographic• Adds to image of being fashionable
  17. 17. INTENDED BRAND MEANING : CLASSY CLASSY•  Sophisticated and clean style, usually targeted towards more mature individuals•  Zara: •  Clean black and white design theme •  Stores, website, mobile app, campaign videos •  Uncluttered stores, with well placed clothing •  Offers basic clothing that do not go out of style•  Mimics the feeling of high-end luxury brands
  18. 18. INTENDED BRAND MEANING : CLASSY PROS CONS• Aspirational motivation • May deter mass from for customers purchasing• Classy store • Do not feel like they fit atmosphere has spill the target look, over effect unattainable• Clothes seem more • Less likely to shop more expensive due to lasting style• Confidence that • May conflict with trendy clothing will not go out • However, classy is of style quickly currently in fashion
  19. 19. INTENDED BRANDMEANING : GOOD QUALITY GOOD QUALITY •  Follows from intended brand meaning of classiness. Provide clothing that lasts. •  Zara: •  Made in Europe: Spain, Portugal and Turkey •  Store positioning near high-quality, luxury brands •  Spill over effect from high-end store design •  Premium pricing compared to H&M •  Appeals to those who want affordable, fast trends but still good quality
  20. 20. INTENDED BRANDMEANING : GOOD QUALITY PROS CONS • Allows for more • Opportunity to commit premium price over transgression against competitors in similar customer category • Quality does not meet • Higher trust in expectation customers • Higher costs • Better image • Imitate not only the look, but the quality of high-end brands
  21. 21. ACTUAL BRANDMEANING
  22. 22. METHODOLOGY 4 GEOGRAPHIC LOCATIONS 52 RESPONDENTS 216 ASSOCIATIONS 70 CATEGORIES
  23. 23. PRIMARY ASSOCIATIONS COUNT Professional" Other" 1%" Clothing" 16%" 16%" Mid-range" 1%" Basic" Big" 1%" 1%" Arrogant" 1%" High-end" 2%" Functional items" Expensive" 16%" 2%"Clothing details" 2%" Classy" 2%" Trendy" 3%" Stylish" Retail Branding" 11%" 3%" Good value" Foreign" Retail environment" 6%" 4%" 6%" Good quality" 4%"
  24. 24. SECONDARY ASSOCIATIONS COUNT Other" Sales" 19%" Functional items" 15%" 1%" Low quality" 1%" Foreign" Conformist" 7%" 1%" Casual" 1%"Bold" Trendy"1%" Mid-range" 5%" 2%" Fitting" Classy" 2%" 4%" Clothing details" Big" 2%" Clothing" 2%" 4%" Professional" 2%" Comparisons Expensive" Basic" to other brands" 4%" 2%" Stylish" 2%" Distribution channel" 3%" Retail environment" 3%" Good Retail Branding" 3%" Attractive" Good value" quality" 3%" 3%" 3%" 3%"
  25. 25. ACTUAL BRAND MEANING: STYLISH SUCCESS: MEDIUM-HIGH • 3rd most recalled association (7%) • Top non-generic association; mostly primary • 2/4 respondents listed Zara as one of top places to shop for style
  26. 26. ACTUAL BRAND MEANING: STYLISH AGE + “STYLISH” 14%" % out of 52 respondents! 12%" 10%" 8%" 6%" 4%" 2%" 0%" Under 21-25" 26-30" 31+" 21" Secondary" 4%" 2%" 4%" 0%" Primary" 2%" 4%" 8%" 8%"
  27. 27. ACTUAL BRAND MEANING: TRENDY SUCCESS: LOW-MEDIUM • 6th most recalled association (4%); mostly secondary • No respondents top place to shop for trendiness • Disappointing for Zara
  28. 28. ACTUAL BRAND MEANING: TRENDY GENDER + “TRENDY” 16%" 14%" % out of 52 respondents! 12%" 10%" 8%" 6%" 4%" 2%" 0%" Men" Women" Secondary" 4%" 10%" Primary" 4%" 4%"
  29. 29. ACTUAL BRAND MEANING: CLASSY SUCCESS: LOW- MEDIUM • 9th most recalled association (3%) • mostly a secondary association
  30. 30. ACTUAL BRAND MEANING: CLASSY GENDER + “CLASSY” 14%" % out of 52 respondents! 12%" 10%" 8%" 6%" 4%" 2%" 0%" Men" Women" Secondary" 6%" 2%" Primary" 6%" 0%"
  31. 31. ACTUAL BRAND MEANING: CLASSY INCOME DISTRIBUTION OF RESPONDENTS 40%" 35%"% out of 52 respondents! 30%" NOTE DISTRIBUTION 25%" 20%" 15%" 10%" 5%" 0%" $20-40 $40-60 $60-80 <$20k" $80k+" --" k" k" k" Primary" 37%" 13%" 20%" 8%" 17%" 6%"
  32. 32. ACTUAL BRAND MEANING: CLASSY INCOME + “CLASSY” 7%" à EQUAL PERCEPTION % out of 52 respondents! 6%" OF “CLASSY” ACROSS ALL INCOME LEVELS 5%" 4%" 3%" 2%" 1%" 0%" <$20k" $20-40k" $40-60k" $60-80k" $80k+" Secondary" 2%" 2%" 2%" 2%" 0%" Primary" 4%" 0%" 2%" 0%" 0%"
  33. 33. ACTUAL BRAND MEANING: GOOD QUALITY SUCCESS: LOW-MEDIUM •  7th most recalled association (4%); mostly a primary association •  21% shop for “good quality” •  18% that value good quality apparel would go to Zara
  34. 34. ACTUAL BRAND MEANING: GOOD QUALITY INCOME + “GOOD QUALITY” AS TOP FACTOR 12%   % out of 52 respondents! 10%   8%   6%   4%   2%   0%   <$20k" $20-40k" $40-60k" $60-80k" $80k+" Series 1" 4%" 6%" 0%" 2%" 10%"
  35. 35. ACTUAL BRAND MEANING: GOOD QUALITY INCOME + “GOOD QUALITY” 9%" à EQUAL PERCEPTION 8%" OF GOOD QUALITY ACROSS ALL INCOME % out of 52 respondents! 7%" LEVELS 6%" 5%" 4%" 3%" 2%" 1%" 0%" <$20k" $20-40k" $40-60k" $60-80k" $80k+" Secondary" 6%" 4%" 0%" 0%" 0%" Primary" 2%" 2%" 0%" 2%" 4%"
  36. 36. CATEGORYEXTENSIONS
  37. 37. ZARA HOME
  38. 38. ZARA HOME - OVERVIEW PRODUCT HISTORY ATTRIBUTES • Introduced • “Moderately 2003 priced, fashion- • Home décor forward market housewares” • 357 stores, 35 countries
  39. 39. ZARA HOME - ASSOCIATIONS PRODUCT ASSOCIATIONS WEBSITE•  Stylish •  Plain and simple•  Good quality design (classy and•  Classy contemporary)•  Trendy styles
  40. 40. ZARA HOME - SUCCESSES WEBSITE PRODUCT • Text minimised, • Exotic names images take • Similar to Zara majority of Website page • Similar to Zara Website
  41. 41. ZARA HOME - FAILURES INCONSISTENCIES • Slower moving stock – conflicts with trendy
  42. 42. ZARA HOME – NEW ASSOCIATIONS NEW ASSOCIATIONS• Contemporary• Ethnic
  43. 43. FUTURE EXTENTIONS METHODOLOGYACCURATE BRAND MEANINGASSESSMENTSTRETCH POTENTIALNEW, UNIQUE VISION TOTHE CATEGORY
  44. 44. POTENTIAL EXTENTION FRAMEWORKMOST SALIENT ASSOCIATIONS:STYLISH (11%)FOREIGN (6%)GOOD QUALITY (4%)TRENDY (2%)NEW, UNIQUE VISION TOTHE CATEGORY
  45. 45. POTENTIAL EXTENTION OPPORTUNITIES COFFEE SHOPS COFFEE SHOPS Benefits Sought Benefits Sought• Professional • Classy image re-• Stylish enforced• High-end • Aspirational effect• Foreign created• Good Quality (food & • Fast-fashion service) reinforced, encourage more store visits• Networking
  46. 46. POTENTIAL EXTENTION OPPORTUNITIES WATCHES – Benefits WATCHES – Impact Sought on Brand• Professional • High perceived fit• Good value • Improved top-of-• Status symbol mind awareness• High-end • Improved• Keep time perception of trendiness
  47. 47. BRAND STRENGTH
  48. 48. Y&R MATRIX UNREALIZED POTENTIAL LEADERSHIP(DIFFERENTIATION + RELEVANCE)" DECLINING ARITZIA H&M BRAND STRENGTH! FOREVER 21 A|X CLUB ZARA! MONACO BANANA REPUBLIC TOMMY ERODED HILFIGER NEW BRAND STATURE!
  49. 49. FOR THOSE IN-THE-KNOW FOR THOSE IN-THE-KNOW
  50. 50. DIFFERENTIATION : MED-LOW “SIMILAR COMPANIES” H&M" 20%" Other" 32%"Mexx" Forever 21" 2%" 10%" None! Top Banana 4%! Shop" Republic" Tommy 8%" 8%" Hilfiger" Club 4%" Monaco" Armani Aritzia" 4%" Exchange" 4%" 4%"
  51. 51. RELEVANCE : HIGH TOP FACTOR + PURSUIT40" 36"35"30"25"20" 14"15"10" 7" 6" 6" 4" 5" 4" 5" 2" 2" 1" 0"
  52. 52. RELEVANCE : HIGH TOP DESTINATION FOR “FASHION FIND” 30%" 25%"% of 52 respondents! 20%" POTENTIAL SKEW FROM PRIMING 15%" 10%" 5%" 0%"
  53. 53. RELEVANCE : HIGH TOP DESTINATION FOR “DRESS TO IMPRESS” 30%" 25%"% of 52 respondents! 20%" POTENTIAL SKEW FROM PRIMING 15%" 10%" 5%" 0%"
  54. 54. ESTEEM : HIGH VALENCE OF ASSOCIATIONS Fuctional" Positive" 30%" 34%" Neutral" 29%" Negative" 7%"
  55. 55. KNOWLEDGE : MED-LOW Low quality" Popular" Sales" 1%" COUNT 1%" 1%" Casual" Other" 1%" Multifunctional" 15%" High-end" 1%" Functional items" 1%" 15%" Bold" Conformist" 1%" 1%" Arrogant" 1%" Clothing" Fitting" 10%" 1%" Comparisons to other brands" Mid-range" 1%" 2%" Big" Stylish" 2%" Attractive" 7%" 2%" Professional" 2%" Foreign"Distribution Clothing details" 6%" channel" 2%" 2%" Basic" 2%" Retail Branding" Trendy" 3%" 4%" Good value" 4%" Expensive" Classy" 3%" 3%" Retail environment" Good quality" 4%" 4%"
  56. 56. FINALRECOMMENDATIONS
  57. 57. OVERALL BSCORE
  58. 58. ISSUE 1 STRONG ASSOCIATION WITH FUNCTIONAL ITEMS•  Clear marketing message! •  Up-to-date style for sophisticated individuals•  Explicit themes with clear wording •  i.e. “fashionable basics for everyday”•  Show campaign videos in-store•  International marketing campaign
  59. 59. ISSUE 2“TRENDY” ASSOCIATION IS WEAK• Emphasize and promote fast fashion model:! • Highlight new arrivals • Reinforce limited quantities -> often on racks for less than a month • Showcase new trends explicitly • i.e. “Get this look”• High-profile models
  60. 60. ISSUE 3MISALIGNMENT IN PERCEIVED QUALITY WITH ACTUAL QUALITY•  Increase Quality! •  Relocate back to original factory •  Trace quality issues to find root problem•  Decrease Expectations •  Alter pricing strategy
  61. 61. ISSUE 4 PRODUCT VALUE UNCLEAR• Expensive – Lack of Perceived Value!• Linked with Previous Issue
  62. 62. CONCLUSIONINTENDED BRAND MEANINGVS. ACTUAL BRAND MEANINGRECOMMENDATIONSSTRENGTHS
  63. 63. THANK YOU
  64. 64. INCOME DISTRIBUTION OF RESPONDENTS 40%" 35%"% out of 52 respondents! 30%" 25%" 20%" 15%" 10%" 5%" 0%" <$20k" $20-40k" $40-60k" $60-80k" $80k+" --" Primary" 37%" 13%" 20%" 8%" 17%" 6%"

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