2. • Consumers are starting to have more disposable incomes
• Nowadays consumers are looking for eco-friendly options
• Our generation strives to create a better earth for the generations to come
• These characteristics have created a free spirited fashion trend to match
• Consumers see value in the quality of products not necessarily the price
• Consumers are more conscientious of corporate social responsibility
I N D U S T RY & S O C I O - C U LT U R A L T R E N D S
3. • Penetration into a new market segment
• Eco-friendly products have high manufacturing costs
• Innovative ideas don’t always resonate with consumers
I S S U E S
4. Zara H&MTerra
C O M P E T I T O R A N A LY S I S
TA R G E T M A R K E T
Young Individualist Taste
Environmentally Conscious
A D V E RT I S E M E N T S
Online
Magazines
Billboard Campaigns
Q U A L I T Y
High quality, eco-friendly
material.
L O C AT I O N S
Currently have 50 stored
located in major
metropolitan areas.
P R I C E R A N G E ($10 - $600)
TA R G E T M A R K E T
Young, Trendy & Quality
Conscious
A D V E RT I S E M E N T S Primary Online
Q U A L I T Y
High fashion content with
reasonable prices.
L O C AT I O N S
Currently have 1,671
locations worldwide.
P R I C E R A N G E ($5 - $322)
TA R G E T M A R K E T
Young, Trendy & Value
Conscious
A D V E RT I S E M E N T S
Social Media, Magazine,
Billboard, TV, Etc,.
Q U A L I T Y
Trendy clothing at an
affordable price point.
L O C AT I O N S
Currently have 3,500
locations worldwide.
P R I C E R A N G E ($5 - $291)
5. • Male
• Age Range: (18-28)
• Young Adults
• Marital Status: Single
• Education:
Undergraduate Level and
Up
• Income:Above Average
TA R G E T M A R K E T P S Y C H O G R A P H I C S
• Eco-friendly
• Trend setters
• Free spirited
• Value quality
• Individualistic
mentality that is
expressed through
their clothing
D E M O G R A P H I C S
7. • The perceptual quality by which the brand stands out relative to its competitors.
• Quality of the product that the consumer can trust
We want to focus on clothing that will differentiate our consumers from the crowd with
eco-friendly quality and eye-catching silhouettes.We feel this will create brand awareness
and a conscious consumer.This touches both our performance and salience goals.
S A L I E N C E & P E R F O R M A N C E
8. I M A G E RY & F E E L I N G S
• Keenly attuned to individualistic fashion style and has a desire to portray ones own taste
with confidence.
• Values quality and the well being of future generations as well as sustainability.
9. • Create long term loyal consumers to our brand
• Create an environmentally conscious consumer
J U D G E M E N T & R E S O N A N C E
13. STRENGTHS
• Innovative
• Environmentally conscious
• Room for growth
OPPORTUNITIES
• Demand for innovative fashion
• Global outreach
• Capitalization of the environmentally conscious consumer trend
THREATS
• Strong competition
• Possible imitation of goods
• Lacks resonation with the consumer’s demand
WEAKNESSES
• Pricey
• New to the market
• Low brand recondition
S W O T A N A LY S I S
14. • Environmental charity events
• Strong online presence
• Fashion magazine promotions
• Brand campaigns in major metropolitan areas
I N C R E A S I N G B R A N D K N O W L E D G E & C O M PA N Y ’ S S A L E S
