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Running	
  Head:	
  ZARA	
  	
   1	
  
Leighann clayton
Fashion merchandising seminar
Spring 2016
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
Running	
  Head:	
  ZARA	
  	
   2	
  
Table of Contents
I. Market research:
Company profile 4-5
The brand 5-6
Fashion strategy 6-7
Market position 6-7
Product comparison 7-8
II. Line development:
Target customer 10-11
Trend report 11-14
Concept board 14-15
Color/print/fabric story 15-17
Style sheets 17-22
Key items 22-24
Key outfits 22-24
III. merchandising plans:
Quick costing 24-25
Six month merchandising plan 25-26
Formulas 25-26
Ratios
Style distribution ratios 27-28
Running	
  Head:	
  ZARA	
  	
   3	
  
Size distribution ratios 28-29
Color distribution ratios 28-30
Assortment plans 31-33
Purchase order 33
IV. RETAIL & LINE PRESENTATION:
LINE PRESENTATION
LAYOUT 34
PLANOGRAM 34-35
WINDOW DISPLAY 36-37
EXPLANATION OF PLANOGRAM WINDOW 37-38
REFERENCES 39-42
Running	
  Head:	
  ZARA	
  	
   4	
  
COMPANY PROFILE
“Few	
  clothing	
  brands	
  keep	
  up	
  with	
  the	
  latest	
  fashion,	
  are	
  of	
  high	
  quality	
  and	
  yet,	
  
affordable.	
  It’s	
  these	
  qualities	
  that	
  made	
  Zara,	
  the	
  Spanish	
  clothing	
  brand	
  
become	
  the	
  go-­‐to	
  fashion	
  brand	
  for	
  all.”	
  (Zara	
  Success	
  Story,	
  2015.)	
  Zara,	
  a	
  
leading	
  retailer	
  in	
  fast	
  fashion	
  is	
  apart	
  of	
  Inditex,	
  one	
  of	
  the	
  largest	
  fashion	
  
retailers	
  in	
  the	
  world	
  and	
  publicly	
  held	
  company.	
  Inditex	
  is	
  made	
  up	
  of	
  100	
  
companies	
  who	
  operate	
  6,340	
  stores	
  in	
  87	
  different	
  markets.	
  Manufacturing	
  and	
  
distribution,	
  along	
  with	
  textile	
  design	
  are	
  categories	
  within	
  Inditex	
  that	
  expand	
  
over	
  Asia,	
  Europe	
  and	
  the	
  Americas	
  as	
  well.	
  With	
  such	
  success	
  in	
  expansion	
  and	
  
production,	
  Inditex	
  has	
  created	
  subdivisions	
  such	
  as	
  Bershka,	
  Pull	
  &	
  Bear,	
  
Oysho,	
  and	
  Massimo	
  Dutti.	
  Zara,	
  continues	
  to	
  market	
  to	
  over	
  1,991	
  stores	
  
worldwide	
  targeting	
  men	
  women	
  and	
  children.	
  Historically,	
  Inditex	
  was	
  founded	
  
in	
  Coruna,	
  Spain	
  during	
  1975.	
  Compared	
  to	
  other	
  chains,	
  Zara	
  uses	
  short	
  
product	
  life	
  cycle	
  to	
  its	
  advantage	
  to	
  compete	
  in	
  the	
  market.	
  Meeting	
  strict	
  
demand	
  expectations	
  is	
  what	
  Zara	
  prides	
  itself	
  on.	
  Consumers	
  who	
  are	
  primarily	
  
“fast-­‐fashion”	
  goers	
  are	
  loyal	
  to	
  the	
  Zara	
  brand	
  based	
  on	
  their	
  ability	
  to	
  keep	
  
their	
  target	
  market	
  interested	
  and	
  at	
  a	
  higher	
  level	
  than	
  competitors.	
  	
  
	
  
	
   Financially,	
  Inditex	
  has	
  in	
  the	
  last	
  five	
  years	
  continued	
  to	
  improve	
  in	
  every	
  
aspect	
  of	
  sales.	
  From	
  2010-­‐2014,	
  the	
  company	
  has	
  combined	
  their	
  brands	
  to	
  
account	
  for	
  a	
  $1,266,000	
  growth	
  in	
  gross	
  revenue	
  from	
  2010	
  to	
  2011	
  and	
  a	
  
$2,153,000	
  growth	
  from	
  2011	
  to	
  2012.	
  From	
  then	
  on	
  in	
  the	
  following	
  years	
  of	
  2012	
  
to	
  2014,	
  the	
  company	
  grew	
  to	
  $2,171,000	
  in	
  increased	
  gross	
  revenue,	
  continuing	
  the	
  
forward	
  progression.	
  While	
  each	
  year	
  Inditex	
  created	
  positive	
  numbers,	
  the	
  jump	
  
from	
  2012	
  to	
  2013	
  fell	
  a	
  bit	
  short	
  compared	
  to	
  other	
  years.	
  Gross	
  Revenue	
  saw	
  less	
  
of	
  an	
  increase	
  over	
  the	
  past	
  five	
  years	
  compared	
  to	
  gross	
  profit	
  and	
  net	
  profit.	
  Net	
  
profit	
  originated	
  at	
  $1,731,829	
  in	
  2010,	
  and	
  has	
  substantially	
  grown	
  to	
  $2,510,151	
  
in	
  2014.	
  This	
  large	
  jump	
  over	
  the	
  years	
  is	
  due	
  to	
  the	
  gross	
  margin,	
  profit	
  and	
  
operating	
  expenses.	
  Over	
  the	
  past	
  five	
  years	
  of	
  2010	
  to	
  2014,	
  Inditex	
  saw	
  many	
  
different	
  changes	
  both	
  economically	
  and	
  enviormental	
  as	
  well.	
  For	
  example,	
  sales	
  
had	
  been	
  driven	
  up	
  from	
  $12,527,000	
  to	
  $18,117,000	
  and	
  the	
  number	
  of	
  employees	
  
hired	
  from	
  100,138	
  to	
  137,054.	
  These	
  numbers	
  are	
  direct	
  results	
  of	
  Inditex	
  and	
  Zara	
  
within	
  the	
  other	
  brands,	
  conforming	
  to	
  a	
  more	
  sustainable,	
  eco	
  efficient	
  presence.	
  	
  
Between	
  all	
  the	
  brands,	
  Zara	
  is	
  the	
  leader	
  contributing	
  its	
  online	
  presence	
  further	
  
with	
  online	
  stores	
  in	
  markets	
  such	
  as	
  Romania	
  and	
  Greece.	
  As	
  a	
  direct	
  result	
  from	
  
remaining	
  eco-­‐friendly	
  and	
  sustainable,	
  Inditex	
  continues	
  to	
  strengthen	
  its	
  
employee	
  team	
  and	
  prove	
  they	
  have	
  some	
  of	
  the	
  best	
  and	
  youngest	
  minds	
  within	
  
their	
  company.	
  	
  	
  	
  
Running	
  Head:	
  ZARA	
  	
   5	
  
The Brand
Zara	
  is	
  a	
  fast	
  fashion	
  retailer	
  comprised	
  of	
  fresh	
  merchandise	
  to	
  be	
  produced	
  and	
  
sold	
  to	
  consumers.	
  Zara	
  retains	
  a	
  mission	
  statement	
  stating	
  that	
  through	
  Zara’s	
  
business	
  model;	
  they	
  aim	
  to	
  contribute	
  to	
  the	
  sustainable	
  development	
  of	
  society	
  
and	
  in	
  the	
  environment	
  we	
  interact.	
  Replenishing	
  stock	
  isn’t	
  an	
  idea	
  that	
  exists	
  to	
  
the	
  company.	
  Receiving	
  new	
  shipments	
  twice	
  a	
  week	
  helps	
  to	
  ensure	
  continued	
  
popularity	
  to	
  its	
  brand	
  loyal	
  customers.	
  	
  This	
  fresh	
  approach	
  to	
  retail	
  sales	
  allows	
  
for	
  a	
  unique	
  concept	
  and	
  identifiable	
  brand	
  for	
  others	
  to	
  compete	
  with.	
  Impulse	
  
shopping	
  habits	
  are	
  what	
  drive	
  sales	
  for	
  Zara	
  and	
  the	
  rest	
  of	
  the	
  Inditex	
  brands.	
  Zara	
  
prides	
  themselves	
  on	
  its	
  high	
  reactiveness	
  and	
  flexibility	
  and	
  being	
  market-­‐oriented.	
  
Fashion	
  forward	
  at	
  low	
  price	
  is	
  what	
  Zara	
  is	
  known	
  for	
  as	
  well	
  as	
  staying	
  on	
  trend.	
  
This	
  brand	
  is	
  moderately	
  priced	
  often	
  compared	
  to	
  H&M	
  in	
  regards	
  to	
  price	
  points.	
  	
  
The	
  brand	
  also	
  is	
  only	
  carried	
  in	
  its	
  own	
  stores,	
  not	
  any	
  other	
  retailers.	
  Zara	
  is	
  a	
  
successful	
  brand	
  based	
  off	
  of	
  its	
  market	
  segment.	
  They	
  segment	
  their	
  brand	
  into	
  
geographic	
  segments	
  and	
  age	
  related	
  segments.	
  Savvy	
  marketers	
  and	
  retailers	
  know	
  
that	
  customer-­‐clothing	
  preferences	
  vary	
  in	
  different	
  regions	
  or	
  geographical	
  areas	
  
(Suttle,	
  2016).	
  Global	
  presence	
  is	
  something	
  Zara	
  has	
  established	
  in	
  its	
  brand	
  and	
  
continues	
  to	
  open	
  more	
  stores	
  yearly.	
  With	
  their	
  age	
  related	
  segment,	
  they	
  have	
  
been	
  able	
  to	
  attract	
  and	
  establish	
  a	
  young	
  age	
  appeal	
  with	
  trendy	
  pieces	
  and	
  styles.	
  
They	
  have	
  also	
  been	
  able	
  to	
  appeal	
  to	
  women	
  and	
  men	
  in	
  their	
  early	
  twenties	
  to	
  late	
  
30’s.	
  Their	
  brand	
  has	
  remained	
  ever	
  growing	
  with	
  their	
  ability	
  to	
  establish	
  a	
  strong	
  
brand	
  and	
  keep	
  loyal	
  customers	
  coming	
  back.	
  	
  
	
  $-­‐	
  	
  	
  	
   	
  $5,000,000.00	
  	
  	
  $10,000,000.00	
  	
  	
  $15,000,000.00	
  	
  	
  $20,000,000.00	
  	
  	
  $25,000,000.00	
  	
  	
  $30,000,000.00	
  	
  	
  $35,000,000.00	
  	
  
2010	
  
2011	
  
2012	
  
2013	
  
2014	
  
ZARA/INDITEX Financial
Performance
gross	
  revenue	
  	
   gross	
  procit	
  	
   net	
  procit	
  	
  
Running	
  Head:	
  ZARA	
  	
   6	
  
Fashion Strategy
Zara	
  production	
  is	
  a	
  global	
  process.	
  Indonesia	
  is	
  a	
  starting	
  point,	
  which	
  leads	
  to	
  
Spain	
  and	
  on	
  into	
  other	
  countries	
  to	
  produce	
  the	
  garments.	
  The	
  brand	
  is	
  limited	
  to	
  
apparel,	
  but	
  also	
  produces	
  bags,	
  footwear,	
  intimate	
  wear,	
  home	
  goods	
  and	
  other	
  
categories.	
  Since	
  Zara	
  focuses	
  on	
  its	
  fast	
  fashion	
  its	
  design	
  process	
  emphasizes	
  just	
  
that.	
  Designing	
  special	
  pieces	
  and	
  manufacturing	
  them	
  within	
  small	
  quantities	
  helps	
  
reduce	
  turnover	
  for	
  the	
  brand.	
  Zara	
  also	
  has	
  their	
  design	
  team,	
  production,	
  laborers	
  
and	
  textile	
  manufacturers	
  in	
  the	
  same	
  building	
  and	
  same	
  location.	
  This	
  aspect	
  
makes	
  Zara	
  almost	
  impossible	
  to	
  compete	
  with.	
  Sourcing	
  is	
  part	
  of	
  the	
  merchandise	
  
for	
  Zara.	
  Its	
  headquarters	
  in	
  Spain	
  accounts	
  for	
  their	
  cutting,	
  fabric	
  sourcing,	
  and	
  
sewing	
  facilities.	
  In	
  2013,	
  the	
  Inditex	
  supply	
  chain	
  was	
  made	
  up	
  of	
  1,592	
  suppliers	
  
in	
  46	
  different	
  countries.	
  (Inditex,	
  2016).	
  
MARKET POSITION:
Competitors
Zara	
  has	
  many	
  competitors	
  in	
  the	
  same	
  price	
  range	
  and	
  they’re	
  considered	
  “fast-­‐
fashion.”	
  Two	
  of	
  their	
  top	
  competitors	
  are	
  Uniqlo	
  and	
  H&M.	
  Zara,	
  however,	
  is	
  
roughly	
  four	
  times	
  more	
  profitable	
  than	
  average	
  retailers	
  due	
  to	
  mainly	
  higher	
  
margins,	
  turnover,	
  and	
  reduced	
  inventory	
  risk.	
  (Petro,	
  2016).	
  Zara,	
  in	
  comparison	
  
has	
  built	
  its	
  strategy	
  around	
  consumer	
  trends	
  and	
  embracing	
  fast-­‐changing	
  tastes	
  of	
  
its	
  customers.	
  (Bagaria,	
  2014).	
  Uniqlo	
  is	
  a	
  Japanese	
  company	
  who	
  addresses	
  trends	
  
less	
  likely	
  to	
  go	
  under	
  quickly.	
  H&M	
  is	
  a	
  mix	
  of	
  both	
  Zara	
  and	
  Uniqlo	
  in	
  the	
  sense	
  the	
  
brand	
  remains	
  on	
  trend,	
  but	
  keeps	
  a	
  commitment	
  to	
  certain	
  products.	
  Zara	
  is	
  one	
  of	
  
the	
  best	
  at	
  fast-­‐fashion	
  and	
  keeps	
  its	
  edge	
  on	
  the	
  competition	
  with	
  producing	
  
36,000+	
  designs	
  each	
  year.	
  At	
  a	
  rate	
  of	
  orders	
  being	
  delivered	
  within	
  a	
  span	
  of	
  two	
  
days	
  max,	
  it	
  makes	
  it	
  hard	
  for	
  other	
  companies	
  to	
  compete.	
  Uniqlo	
  and	
  H&M	
  are	
  
direct	
  competitors	
  of	
  Zara,	
  but	
  in	
  their	
  own	
  manner.	
  Uniqlo	
  is	
  a	
  strong	
  retailer	
  in	
  
Asia	
  and	
  over	
  seas	
  with	
  a	
  successful	
  backround	
  in	
  modern	
  styles	
  and	
  high	
  quality	
  
basics.	
  Uniqlo	
  hold	
  over	
  30,000	
  employees	
  worldwide	
  and	
  is	
  in	
  the	
  process	
  of	
  
expanding	
  further	
  into	
  Europe	
  and	
  America	
  (Success	
  Story).	
  H&M	
  is	
  also	
  a	
  huge	
  
competitor	
  of	
  the	
  two.	
  As	
  a	
  fast	
  fashion	
  leader	
  with	
  ever-­‐changing	
  trends	
  and	
  
production,	
  they	
  have	
  established	
  themselves	
  as	
  a	
  customer	
  favorite.	
  With	
  Uniqlo	
  
and	
  H&M	
  both	
  continuing	
  to	
  expand	
  and	
  in	
  the	
  same	
  market,	
  it	
  is	
  clear	
  Zara	
  will	
  
need	
  to	
  adapt	
  and	
  keep	
  tabs	
  on	
  both	
  brands	
  in	
  the	
  future.	
  With	
  similar	
  markets,	
  
styles	
  and	
  price	
  ranges,	
  brand	
  quality	
  and	
  personality	
  is	
  what	
  truly	
  separates	
  these	
  
competitors.	
  	
  
Running	
  Head:	
  ZARA	
  	
   7	
  
Product Comparison
As	
  we	
  compare	
  all	
  three	
  brands,	
  it’s	
  easy	
  to	
  see	
  their	
  trends	
  and	
  offerings	
  tend	
  to	
  be	
  
in	
  the	
  same	
  ballpark.	
  Zara	
  currently	
  is	
  in	
  its	
  Spring/Summer	
  season	
  via	
  site	
  and	
  is	
  
featuring	
  long,	
  boxy	
  jackets	
  with	
  fitted	
  collars.	
  Darted	
  blouses	
  and	
  pants	
  are	
  
trending,	
  with	
  floral	
  prints	
  and	
  lace	
  undertones.	
  H&M	
  is	
  currently	
  also	
  in	
  their	
  
spring	
  season	
  with	
  flared	
  pants,	
  with	
  fitted	
  features	
  and	
  floral	
  print	
  as	
  well.	
  Suede	
  
and	
  fringe	
  appear	
  very	
  simply	
  throughout	
  with	
  hints	
  of	
  faux	
  fur.	
  Uniqlo	
  is	
  featuring	
  
their	
  classic	
  trench	
  jacket	
  along	
  with	
  oversized	
  dress	
  shirts	
  and	
  t-­‐shirts.	
  Floral	
  print	
  
and	
  seersucker	
  are	
  what	
  Uniqlo’s	
  trend	
  are	
  comprised	
  of	
  and	
  seem	
  to	
  be	
  heading	
  
into	
  this	
  season.	
  Each	
  brand	
  is	
  offering	
  around	
  the	
  same	
  design	
  scheme,	
  floral	
  into	
  
spring	
  and	
  trench	
  jackets	
  with	
  synched	
  or	
  tied	
  waists.	
  Uniqlo	
  offers	
  a	
  unique	
  
perspective,	
  as	
  a	
  trendy	
  Japanese	
  retailer	
  with	
  mid	
  price	
  apparel.	
  Most	
  of	
  its	
  clothing	
  
offers	
  a	
  relaxed	
  and	
  structured	
  look,	
  appealing	
  to	
  much	
  simpler	
  fashion	
  pieces.	
  H&M	
  
takes	
  an	
  approach	
  directly	
  competing	
  with	
  Zara.	
  Both	
  brands	
  offer	
  a	
  boxy	
  silhouette	
  
with	
  a	
  refined	
  simple	
  look.	
  
	
  
Zara	
  offers	
  a	
  more	
  daring,	
  blunt	
  perspective	
  compared	
  to	
  its	
  competitors	
  H&M	
  and	
  
Uniqlo.	
  From	
  e-­‐commerce	
  presentation	
  of	
  the	
  product	
  and	
  brand,	
  to	
  illustration	
  of	
  
the	
  styling	
  of	
  the	
  apparel,	
  Zara	
  is	
  using	
  a	
  better	
  approach	
  visually.	
  Accessories	
  from	
  
all	
  three	
  retailers	
  are	
  presented	
  visually	
  via	
  site,	
  but	
  H&M	
  as	
  close	
  of	
  a	
  competitor	
  
with	
  Zara,	
  doesn’t	
  match	
  up	
  visually.	
  Each	
  competitor	
  however,	
  has	
  established	
  a	
  
brand	
  identity	
  and	
  assigns	
  their	
  “trends”	
  directly	
  to	
  that	
  identity.	
  Zara	
  and	
  H&M	
  
have	
  very	
  similar	
  trends	
  and	
  styles,	
  while	
  Uniqlo	
  has	
  its	
  own,	
  yet	
  compete	
  on	
  its	
  
own	
  system	
  based	
  on	
  its	
  long-­‐term	
  vision.	
  Heading	
  forward,	
  Zara	
  should	
  
incorporate	
  trends	
  with	
  simplistic	
  features	
  and	
  bases	
  to	
  compete	
  with	
  Uniqlo	
  and	
  
acquire	
  an	
  edge	
  over	
  them.	
  	
  With	
  Uniqlo	
  featuring	
  their	
  new	
  trend	
  they	
  refer	
  to	
  as	
  
“Lifewear,”	
  Zara	
  should	
  find	
  trends	
  to	
  incorporate	
  both	
  casual	
  and	
  active	
  wear.	
  	
  
35%	
  
36%	
  
29%	
  
SALES REVENUE 2015
ZARA	
  
H&M	
  
Uniqlo	
  	
  
Running	
  Head:	
  ZARA	
  	
   8	
  
Similar
Different
UNIQLO (DIFFERENT)
ZARA (similar)
Running	
  Head:	
  ZARA	
  	
   9	
  
Zara	
  is	
  seen	
  as	
  one	
  of	
  the	
  world’s	
  largest	
  retailers.	
  With	
  its	
  online	
  presence	
  growing	
  
daily,	
  that	
  is	
  the	
  brand’s	
  main	
  strength	
  to	
  thrive	
  off	
  of.	
  If	
  Zara	
  continues	
  to	
  build	
  off	
  
of	
  their	
  quick	
  to	
  market	
  tactics,	
  paired	
  with	
  their	
  up	
  to	
  date	
  trends,	
  they	
  will	
  remain	
  
successful.	
  Speed	
  to	
  market	
  is	
  the	
  success	
  story	
  to	
  Zara	
  and	
  their	
  production	
  is	
  what	
  
supports	
  their	
  brand	
  reputation.	
  Pairing	
  their	
  fast	
  fashion	
  and	
  capitalizing	
  on	
  being	
  
a	
  world	
  recognized	
  mid-­‐priced	
  retailer,	
  they	
  can	
  use	
  this	
  to	
  their	
  advantage	
  against	
  
any	
  competitor.	
  Like	
  any	
  other	
  brand,	
  Zara	
  does	
  have	
  its	
  weaknesses	
  as	
  well.	
  
Compared	
  to	
  H&M,	
  Zara	
  has	
  no	
  campaigns,	
  advertising,	
  celebrity	
  endorsement,	
  and	
  
sticks	
  to	
  a	
  consistent	
  black	
  and	
  white	
  theme.	
  	
  H&M	
  has	
  collaborations	
  with	
  
collaborators	
  such	
  as	
  Stella	
  McCartney	
  and	
  Karl	
  Lagerfeld.	
  They	
  are	
  also	
  featured	
  
everywhere	
  via	
  social	
  media.	
  Zara	
  also	
  has	
  higher	
  risk	
  of	
  downturn	
  of	
  revenue	
  from	
  
their	
  European	
  customers.	
  H&M	
  has	
  a	
  higher	
  U.S.	
  response	
  and	
  popularity	
  than	
  
Zara.	
  If	
  they	
  work	
  on	
  adding	
  marketing	
  tactics	
  to	
  strengthen	
  their	
  U.S.	
  brand,	
  it	
  
would	
  go	
  a	
  long	
  way	
  to	
  keeping	
  their	
  relevance	
  for	
  a	
  long	
  time	
  to	
  come.	
  
	
  
As	
  strong	
  as	
  Zara’s	
  brand	
  is	
  nationally,	
  they	
  do	
  have	
  opportunity	
  to	
  grow.	
  
Competitor	
  Uniqlo	
  has	
  established	
  a	
  posh	
  relaxed	
  look	
  that	
  has	
  customers	
  
extremely	
  interested.	
  The	
  term	
  “lifewear”	
  has	
  taken	
  on	
  a	
  name	
  for	
  itself	
  and	
  
continuing	
  to	
  grow	
  overseas.	
  “Lifewear	
  is	
  meant	
  to	
  continue	
  every	
  season.	
  Like	
  
iPhone	
  4,	
  iPhone	
  5.”	
  (Kansara,	
  2013.)	
  If	
  Zara	
  can	
  establish	
  a	
  solid	
  base	
  for	
  lifewear,	
  
they	
  can	
  possibly	
  over	
  time	
  compete	
  heavily	
  with	
  Uniqlo	
  for	
  that	
  side	
  of	
  the	
  market.	
  
Another	
  opportunity	
  to	
  expand	
  on	
  would	
  be	
  to	
  continue	
  to	
  expand	
  on	
  forcing	
  
customer	
  demand.	
  Zara	
  has	
  a	
  strong	
  online	
  shopping	
  base	
  already,	
  but	
  working	
  
alongside	
  promoting	
  advertising	
  and	
  establishing	
  a	
  possible	
  brand	
  phrase	
  could	
  
immensely	
  benefit	
  them.	
  Even	
  with	
  new	
  ideas	
  and	
  fresh	
  trends	
  weekly,	
  Zara	
  does	
  
have	
  threats	
  to	
  work	
  on.	
  New,	
  or	
  evolving	
  small	
  retail	
  sites	
  being	
  advertised	
  to	
  
consumers	
  online	
  for	
  cheaper	
  can	
  affect	
  Zara	
  if	
  not	
  watched	
  carefully.	
  Trend	
  
imitators	
  can	
  immerge,	
  especially	
  within	
  a	
  mid	
  priced	
  price	
  zone.	
  As	
  this	
  could	
  
happen,	
  it	
  poses	
  another	
  threat.	
  That	
  second	
  threat	
  is	
  possible	
  if	
  product	
  is	
  too	
  
expensive,	
  or	
  too	
  cheap.	
  Either	
  way	
  consumers	
  will	
  sense	
  they	
  can	
  find	
  it	
  elsewhere	
  
and	
  might	
  just	
  do	
  so.	
  	
  
STRENGTHS WEAKNESSES
speed	
  to	
  market	
  strengthens	
  brand	
   little	
  to	
  no	
  marketing	
  against	
  competition/celebrity	
  endorsement	
  	
  
recognizable	
  mid-­‐priced,	
  modern	
  retailer	
  	
   higher	
  risk	
  of	
  downturn	
  of	
  revenue	
  from	
  european	
  customers	
  	
  
OPPORTUNITIES THREATS
continue	
  to	
  capitalize	
  on	
  customer	
  demand	
  with	
  new	
  	
   Uniqlo	
  as	
  an	
  emerging	
  competitor	
  in	
  foreign	
  and	
  domestic	
  markets	
  
to	
  improved	
  marketing	
  tactics	
  and	
  brand	
  phase.	
   new	
  evolving	
  retail	
  sites,	
  even	
  better	
  pricing	
  and	
  delivery	
  time.	
  
competing	
  with	
  competitors	
  to	
  break	
  into	
  emerging	
   	
  	
  
trends	
  like	
  "lifewear."	
   	
  	
  
Running	
  Head:	
  ZARA	
  	
   10	
  
Target Customer	
  	
  Arabella	
  Hendriks	
  is	
  a	
  twenty	
  four	
  year	
  old	
  
female	
  who	
  resides	
  in	
  Los	
  Angeles,	
  California.	
  Her	
  parents	
  were	
  both	
  immigrants	
  to	
  
the	
  United	
  States	
  from	
  Spain	
  and	
  the	
  
Netherlands.	
  Her	
  name	
  is	
  a	
  mix	
  of	
  both	
  
nationalities:	
  Arabella,	
  is	
  Latin,	
  and	
  
Hendriks	
  from	
  her	
  father’s	
  side	
  is	
  
Dutch.	
  She	
  was	
  born	
  in	
  the	
  West	
  
Village	
  and	
  graduated	
  from	
  NYU	
  in	
  
2013	
  with	
  a	
  Bachelor’s	
  Degree	
  in	
  
Liberal	
  Arts	
  with	
  a	
  4.0	
  GPA	
  and	
  
honors.	
  She	
  currently	
  works	
  as	
  a	
  
graphic	
  designer	
  for	
  a	
  company	
  called	
  
The	
  Black	
  Tux	
  in	
  Santa	
  Monica,	
  
California.	
  Her	
  annual	
  salary	
  is	
  roughly	
  
around	
  $46,196,	
  with	
  yearly	
  increases	
  
of	
  pay.	
  Arabella	
  has	
  a	
  discretionary	
  
income	
  of	
  around	
  $8,000	
  annually.	
  The	
  
company	
  began	
  as	
  a	
  startup	
  in	
  2013	
  
and	
  Arabella	
  was	
  one	
  of	
  the	
  first	
  
designers	
  to	
  be	
  hired.	
  	
  She	
  lives	
  in	
  
West	
  Hollywood	
  with	
  three	
  other	
  girls,	
  
one	
  of	
  which	
  was	
  her	
  best	
  friend	
  and	
  
old	
  roommate	
  while	
  at	
  NYU-­‐	
  Allie.	
  
The	
  other	
  two	
  girls,	
  Chelsea	
  and	
  Peyton	
  are	
  California	
  natives	
  and	
  also	
  old	
  
friends	
  from	
  UCLA.	
  The	
  median	
  income	
  of	
  West	
  
Hollywood	
  is	
  $52,855	
  (LA	
  Times,	
  2016).	
  and	
  each	
  of	
  the	
  
girls	
  holds	
  jobs	
  paying	
  around	
  $50,000	
  annually.	
  Arabella	
  
is	
  also	
  in	
  a	
  relationship	
  of	
  two	
  years	
  with	
  boyfriend	
  
Jackson,	
  who	
  graduated	
  from	
  Clemson	
  University	
  with	
  an	
  
Architecture	
  degree	
  and	
  later	
  graduated	
  from	
  Graduate	
  
school	
  at	
  Berkeley	
  in	
  2015.	
  At	
  age	
  twenty-­‐six,	
  Jackson	
  now	
  
works	
  for	
  a	
  successful	
  firm	
  OKB	
  Architecture	
  in	
  West	
  Los	
  
Angeles.	
  	
  
	
  
In	
  her	
  spare	
  time,	
  Arabella	
  likes	
  to	
  spend	
  time	
  with	
  her	
  Labrador	
  Retriever	
  Remy,	
  
who	
  is	
  a	
  puppy.	
  She	
  loves	
  to	
  photograph	
  daily	
  life	
  in	
  downtown	
  Los	
  Angeles,	
  as	
  well	
  
as	
  the	
  surrounding	
  cities	
  as	
  apart	
  of	
  a	
  project	
  she	
  calls	
  “Life	
  in	
  Color.”	
  Art	
  has	
  always	
  
interested	
  her	
  and	
  with	
  her	
  career,	
  she	
  is	
  always	
  looking	
  for	
  the	
  next	
  best	
  thing	
  
within	
  graphics	
  and	
  art.	
  She	
  has	
  her	
  own	
  life	
  blog,	
  writing	
  about	
  art,	
  travel	
  and	
  her	
  
interesting	
  background	
  of	
  growing	
  up	
  with	
  immigrant	
  parents.	
  She	
  features	
  her	
  
boyfriend’s	
  work	
  and	
  groundbreaking	
  designs	
  as	
  well	
  to	
  continue	
  her	
  conceptual	
  
take	
  on	
  writing.	
  Her	
  and	
  her	
  roommates	
  immerse	
  themselves	
  in	
  barre	
  and	
  cardio	
  
infused	
  classes	
  together,	
  while	
  finding	
  the	
  perfect	
  coffee	
  shops	
  to	
  relax	
  in.	
  Every	
  
Sunday,	
  the	
  girls	
  also	
  hit	
  up	
  their	
  favorite	
  places	
  to	
  brunch,	
  Escala	
  and	
  Terrine.	
  
http://www.manrepeller.com/
https://www.tumblr.com/search/hair%20top%20knot
Running	
  Head:	
  ZARA	
  	
   11	
  
(Kang,	
  2015).	
  Arabella	
  loves	
  Zara	
  and	
  everything	
  the	
  brand	
  has	
  to	
  offer.	
  She	
  
frequently	
  shops	
  at	
  locations	
  in	
  downtown	
  LA	
  and	
  Hollywood	
  off	
  of	
  Hollywood	
  
Boulevard.	
  	
  She	
  takes	
  on	
  the	
  LA	
  traffic	
  in	
  her	
  2014	
  Jetta	
  and	
  makes	
  sure	
  to	
  visit	
  the	
  
store	
  locations	
  at	
  least	
  twice	
  a	
  month,	
  if	
  not	
  more.	
  On	
  an	
  average	
  shopping	
  trip	
  with	
  
the	
  girls,	
  Arabella	
  spends	
  around	
  $300	
  during	
  
each	
  visit.	
  	
  
	
  
Fashion	
  and	
  trends	
  are	
  very	
  important	
  to	
  her	
  and	
  
she	
  tries	
  to	
  stay	
  a	
  step	
  ahead	
  of	
  the	
  curve,	
  
constantly	
  researching	
  and	
  reading	
  fellow	
  blogs	
  
she	
  follows.	
  With	
  friends	
  with	
  careers	
  within	
  the	
  
fashion	
  industry,	
  it’s	
  not	
  hard	
  to	
  be	
  informed.	
  
Being	
  a	
  blogger	
  herself,	
  she	
  loves	
  to	
  keep	
  
informed	
  on	
  fashion	
  via	
  other	
  bloggers.	
  She	
  reads	
  
blogs	
  such	
  as	
  Streetgeist,	
  STOP	
  IT	
  RIGHT	
  NOW,	
  
and	
  Man	
  Repeller	
  for	
  the	
  more	
  mainstream	
  
audience.	
  Newspapers	
  such	
  as	
  The	
  LA	
  Times	
  
cover	
  all	
  facets	
  of	
  news	
  and	
  she	
  often	
  reads	
  the	
  
fashion	
  section	
  for	
  a	
  real	
  fresh	
  opinion.	
  When	
  it	
  
comes	
  to	
  editorial,	
  she	
  turns	
  to	
  WWD	
  and	
  Nylon	
  
as	
  well	
  as	
  FASHIONISTA	
  to	
  read	
  up	
  on.	
  	
  Her	
  
fashion	
  sense	
  is	
  a	
  mix	
  of	
  trendy	
  chic,	
  with	
  vintage	
  
undertones.	
  Zara	
  is	
  a	
  brand	
  Arabella	
  finds	
  to	
  keep	
  up	
  with	
  her	
  ever-­‐evolving	
  
style	
  and	
  interests.	
  However,	
  when	
  she	
  is	
  looking	
  for	
  a	
  change	
  of	
  brand,	
  her	
  
choices	
  include	
  Topshop	
  and	
  NastyGal.	
  With	
  
the	
  spring	
  and	
  summer	
  seasons	
  approaching,	
  
Arabella	
  is	
  looking	
  to	
  branch	
  out	
  with	
  her	
  style	
  
and	
  tap	
  into	
  a	
  style	
  mix	
  of	
  both	
  simplistic	
  chic	
  
and	
  unique	
  referendum.	
  While	
  keeping	
  up	
  to	
  
date	
  with	
  her	
  outlets	
  of	
  fashion,	
  she	
  also	
  
spends	
  time	
  researching	
  sites	
  such	
  as	
  WGSN	
  
and	
  Doneger	
  to	
  find	
  trends	
  in	
  upcoming	
  
seasons	
  and	
  seasons	
  after	
  that.	
  
	
  
	
  
II. Trend Report	
  
Spring/Summer	
  2017	
  is	
  sure	
  to	
  be	
  an	
  
interesting	
  moment	
  for	
  fashion	
  trends.	
  Themes	
  
and	
  emotions	
  are	
  expressed	
  in	
  varieties	
  of	
  
changes	
  of	
  culture,	
  with	
  respect	
  to	
  the	
  past	
  
present	
  and	
  future.	
  Art	
  and	
  the	
  power	
  of	
  
Avant-­‐guard	
  will	
  shine	
  through	
  as	
  a	
  prominent	
  aspect	
  with	
  hints	
  of	
  art	
  marrying	
  
together	
  with	
  pleasing	
  aesthetics	
  of	
  technology	
  and	
  quality.	
  Parlaying	
  a	
  love	
  of	
  free	
  
spirit,	
  and	
  aggressive	
  youth,	
  these	
  trends	
  push	
  boundaries	
  of	
  accepted	
  norms	
  and	
  
give	
  voices	
  to	
  a	
  non-­‐conformist	
  life	
  (Doneger,	
  2016).	
  
	
  
https://www.pinterest.com/lyamaazimova/she-­‐is-­‐man-­‐repeller/	
  	
  
http://fashionista.com/2016/02/barneys-spring-
Running	
  Head:	
  ZARA	
  	
   12	
  
Forecast One: Doneger
http://www.donegercreativeservices.com/en/concept_ss17.htm#Reformation	
  
This	
  forecast	
  ties	
  in	
  well	
  with	
  its	
  Reformation	
  theme	
  stated	
  on	
  the	
  site.	
  The	
  mood	
  
given	
  gives	
  a	
  historic	
  art	
  vibe	
  paired	
  with	
  the	
  present	
  interpretation	
  of	
  what	
  is	
  to	
  
come	
  
from	
  this	
  
trend.	
  
Inspired	
  
by	
  
similariti
es	
  and	
  
differenc
es	
  and	
  
lights	
  
and	
  
darks,	
  it	
  
is	
  easy	
  to	
  
see	
  what	
  
it	
  truly	
  
means	
  to	
  
reform	
  
any	
  
aspect	
  of	
  
fashion.	
  
This	
  rich	
  inspiration	
  is	
  made	
  up	
  of	
  two	
  different	
  sides	
  like	
  a	
  light	
  and	
  a	
  dark,	
  a	
  past	
  
and	
  a	
  future.	
  The	
  Atelier	
  inspiration	
  is	
  composed	
  of	
  poetic	
  pigments	
  with	
  feminine	
  
tailoring	
  refined	
  lingerie	
  and	
  boudoir	
  furnishings.	
  The	
  bold	
  like	
  prints	
  composed	
  of	
  
blurred	
  floral,	
  mini	
  tile,	
  wallpaper	
  and	
  upholstery	
  impressions	
  only	
  add	
  to	
  the	
  
uniqueness	
  of	
  the	
  collection	
  (Doneger,	
  2016).	
  The	
  mirroring	
  concept	
  is	
  Anti-­‐Fest,	
  
adding	
  a	
  crisp,	
  colored	
  aura	
  to	
  the	
  mix.	
  With	
  free	
  form	
  nautical	
  colors	
  it	
  offers	
  a	
  real	
  
day	
  and	
  night	
  comparison	
  to	
  Atelier.	
  Art	
  studio	
  work	
  wear,	
  warped	
  yarn-­‐dye	
  and	
  
patterned	
  shirting	
  differentiate	
  the	
  fabric	
  from	
  tailored	
  fragile	
  material.	
  Painterly	
  
strokes	
  and	
  dots,	
  layered	
  graffiti	
  and	
  expressive	
  lettering	
  as	
  prints	
  contribute	
  to	
  the	
  
artistic	
  creative	
  vibe.	
  	
  Inspired	
  by	
  social	
  issues	
  and	
  counter-­‐culture	
  expressed	
  
through	
  art,	
  the	
  evolution	
  of	
  this	
  trend	
  pays	
  tribute	
  to	
  Brooklyn	
  as	
  an	
  area	
  for	
  art	
  
and	
  design	
  (“SS	
  2017	
  Doneger,”	
  2016).	
  Luxury	
  sport	
  and	
  dismal	
  sport,	
  as	
  well	
  as	
  Les	
  
Bouquets	
  add	
  to	
  the	
  expressionism	
  of	
  this	
  trend.	
  	
  
	
  
	
  
Forecast Two: Trendsetter
http://www.fashiontrendsetter.com/v2/2015/11/28/lenzing-­‐color-­‐trends-­‐
springsummer-­‐2017/	
  
Safekeep	
  is	
  a	
  Lenzing	
  Colors	
  trend	
  centered	
  on	
  color	
  schemes	
  and	
  mood	
  visions.	
  
Some	
  of	
  what	
  defines	
  this	
  trend	
  is	
  its	
  center	
  around	
  preserving	
  culture,	
  appreciating	
  
it	
  as	
  well	
  as	
  recognizing	
  where	
  one	
  comes	
  from	
  at	
  the	
  same	
  time.	
  Mood	
  themes	
  
pictured	
  seem	
  to	
  suggest	
  attention	
  to	
  small	
  detail	
  and	
  the	
  simple	
  treasures	
  in	
  life	
  
http://www.donegercreativeservices.com/en/s
s17-­‐reformation_142566.htm	
  
	
  
http://www.donegercreativeservices.com/en/ss1
7-­‐reformation_142566.htm	
  
	
  
http://www.donegercreativeservices.com/en/ss
17-­‐reformation_142566.htm	
  
	
  
Running	
  Head:	
  ZARA	
  	
   13	
  
not	
  to	
  be	
  missed.	
  A	
  comparison	
  of	
  what	
  is	
  similar	
  and	
  different	
  is	
  essential	
  within	
  
this	
  trend	
  and	
  can	
  be	
  seen	
  within	
  small	
  visuals	
  from	
  Trendsetter.	
  Not	
  revealing	
  too	
  
much	
  of	
  this	
  trend	
  clothing	
  wise,	
  leaves	
  room	
  to	
  be	
  desired	
  and	
  longed	
  after	
  for	
  
future	
  information	
  to	
  come.	
  The	
  color	
  scheme	
  reveals	
  however,	
  Pantone	
  colors	
  
ranging	
  from	
  19-­‐1250	
  TP,	
  a	
  subtle	
  deeper	
  red	
  to	
  14-­‐0116	
  TPX,	
  a	
  muted	
  lime	
  
(Trendsetter,	
  2015).	
  
	
  
Forecast Three: WGSN
http://www.wgsn.com/content/board_viewer/#/59276/page/1	
  
Many	
  aspects	
  contribute	
  to	
  this	
  trend.	
  Pause	
  takes	
  on	
  almost	
  a	
  stable	
  point	
  in	
  time.	
  
Taking	
  us	
  through	
  from	
  summer	
  to	
  winter,	
  Pause	
  works	
  in	
  two	
  drops.	
  	
  
Brody	
  and	
  Sinclair’s	
  (2015)	
  research	
  stated:	
  
August’s	
  first	
  drop	
  sees	
  light	
  silks;	
  mesh	
  and	
  fine	
  
jerseys	
  take	
  form	
  on	
  wide	
  volume	
  shapes	
  that	
  allow	
  
the	
  body	
  to	
  move.	
  September	
  sees	
  the	
  final	
  drop	
  
prepare	
  for	
  the	
  colder	
  months,	
  with	
  close-­‐to-­‐body	
  
silhouettes	
  on	
  faux	
  fur	
  and	
  plush	
  velvets.	
  The	
  
message	
  is	
  comforting,	
  with	
  a	
  focus	
  on	
  quality	
  (p.	
  2)	
  
Elements	
  contribute	
  to	
  this	
  trend	
  such	
  as	
  luxury	
  
craftsmanship,	
  rare,	
  precious,	
  fragile,	
  defining	
  lines,	
  
and	
  sensual	
  
indulgence	
  to	
  
name	
  a	
  few.	
  
Quality	
  and	
  
technology	
  is	
  what	
  
is	
  consistent	
  
within	
  Pause	
  as	
  
well	
  as	
  flared	
  
hemlines,	
  with	
  A-­‐
line	
  silhouettes.	
  
Small	
  elements	
  
such	
  as	
  gold-­‐combed	
  hairpieces	
  and	
  heirlooms	
  
are	
  featured	
  for	
  a	
  unique	
  spin	
  on	
  classic	
  pieces.	
  
High-­‐end	
  technology	
  paired	
  with	
  sleek	
  design	
  
will	
  produce	
  a	
  futuristic	
  appeal	
  and	
  influence	
  upon	
  
silhouette	
  shapes	
  and	
  facings.	
  Strong	
  tailoring	
  
exists	
  within	
  this	
  trend	
  and	
  uniquely	
  compliments	
  
wrapping	
  and	
  draping.	
  Fabrics	
  such	
  as	
  faux	
  fur,	
  
soft	
  boucles,	
  velvets,	
  suede’s,	
  and	
  delicate	
  organza	
  
come	
  together	
  to	
  make	
  up	
  a	
  chic,	
  simplistic,	
  yet	
  
fragile	
  trend	
  (Brody,	
  Sinclair,	
  2015).	
  Defining	
  lines	
  are	
  important	
  impacts	
  on	
  this	
  
trend,	
  and	
  can	
  take	
  place	
  of	
  bold	
  prints	
  rather	
  than	
  conform	
  to	
  them.	
  With	
  a	
  trend	
  
collection	
  so	
  unique	
  and	
  consistent,	
  the	
  color	
  palette	
  would	
  be	
  no	
  surprise	
  to	
  match.	
  
Cold	
  white	
  and	
  grey	
  are	
  a	
  calming	
  tone	
  with	
  deep	
  coral	
  and	
  warm	
  apricot.	
  The	
  scale	
  
offers	
  a	
  wide	
  range	
  even	
  from	
  black	
  as	
  an	
  accent	
  to	
  muted	
  gold	
  and	
  champagne.	
  
http://www.wgsn.com/content/board_viewer/#/59276
/page/8	
  
	
  
http://www.wgsn.com/content/board_viewer/#/59276
/page/8	
  
	
  
Running	
  Head:	
  ZARA	
  	
   14	
  
Each	
  color	
  adds	
  to	
  the	
  wide	
  variety	
  this	
  trend	
  offers,	
  especially	
  the	
  horizon	
  yellow	
  in	
  
the	
  middle	
  of	
  the	
  spectrum.	
  	
  
	
  
	
  
Line Theme
My	
  line	
  will	
  be	
  consisting	
  of	
  a	
  mix	
  of	
  two	
  of	
  the	
  trends	
  from	
  both	
  Doneger	
  and	
  
WGSN.	
  	
  I	
  chose	
  to	
  fuse	
  aspects	
  of	
  Reformation	
  and	
  Pause	
  together	
  based	
  on	
  their	
  
trend	
  ability	
  to	
  benefit	
  from	
  one	
  another	
  and	
  compliment.	
  Incorporating	
  a	
  color	
  
palette	
  of	
  poetic	
  pigments	
  ranging	
  to	
  white	
  and	
  grey	
  calming	
  colors	
  infused	
  with	
  
warm	
  and	
  deep	
  coral	
  and	
  apricot	
  tones	
  at	
  the	
  other	
  end	
  of	
  the	
  spectrum.	
  This	
  color	
  
scheme	
  will	
  allow	
  for	
  two	
  different	
  vibes	
  and	
  feelings	
  for	
  Zara	
  to	
  incorporate	
  into	
  
their	
  line	
  mix.	
  Spring	
  and	
  summer	
  are	
  seasons	
  available	
  to	
  accommodate	
  sheer	
  like	
  
feminine	
  fabrics	
  and	
  silhouettes.	
  Silk	
  mesh	
  and	
  jersey	
  will	
  be	
  filling	
  the	
  early	
  season	
  
months,	
  and	
  will	
  be	
  later	
  followed	
  by	
  plush	
  velvets	
  and	
  faux	
  furs	
  heading	
  into	
  the	
  
early	
  September	
  month.	
  The	
  main	
  theme	
  of	
  this	
  line	
  will	
  be	
  consisting	
  of	
  upholstery	
  
impressions,	
  blurred	
  floral	
  and	
  simple	
  chic	
  prints.	
  	
  
	
  
Zara	
  will	
  be	
  naming	
  this	
  line	
  Simple	
  Referendum.	
  The	
  overall	
  theme	
  will	
  incorporate	
  
dark	
  and	
  light	
  colors	
  from	
  the	
  color	
  palette	
  relating	
  to	
  the	
  growth	
  and	
  decline	
  of	
  
history	
  and	
  the	
  good	
  and	
  bad	
  it	
  endures	
  through	
  the	
  years.	
  It	
  is	
  a	
  societal	
  collection	
  
expressing	
  cultural	
  undertones	
  and	
  bringing	
  them	
  to	
  life	
  in	
  rich	
  tailoring’s	
  and	
  
defined	
  lines,	
  coming	
  from	
  blurred	
  images	
  and	
  muted	
  tones.	
  Rich	
  art	
  history	
  will	
  be	
  
influencing	
  this	
  collection	
  as	
  well	
  for	
  Zara	
  (Doneger,	
  2016).	
  Simplistic	
  reform	
  with	
  a	
  
variety	
  of	
  silhouettes	
  and	
  fabrics	
  will	
  be	
  the	
  focal	
  point	
  for	
  Zara	
  in	
  Spring/Summer	
  
2017.	
  Infusing	
  the	
  past	
  present	
  and	
  future	
  into	
  one	
  line	
  will	
  contrast	
  where	
  we’ve	
  
been,	
  where	
  we	
  are,	
  and	
  where	
  we’re	
  going.	
  Non-­‐conformist	
  chic	
  paired	
  with	
  rare	
  	
  
refinement	
  is	
  the	
  overall	
  trend	
  of	
  Zara’s	
  new	
  line.	
  	
  
	
  
	
  
	
  
Running	
  Head:	
  ZARA	
  	
   15	
  
	
  
	
  
III. CONCEPT BOARD Zara is a company known for its conceptual and
ever changing apparel and trends. My concept for the upcoming season is going to
express the Simple Referendum trend to its fullest. Mixing of the past, present and future
to tie into one historical trend blooming over time. Controversial and non-conforming
looks will be displayed and attitudes of self-expression through art and music will be
portrayed. Examples I have used to inspire from are from WGSN and Doneger, where
this trend came from. The patterns using floral as blurred muted tones and dark patterns
with self-expression fit well together. Displaying chic looks in fashion, with silky back
shadows expresses an air of mystery and curiosity to be found. Use of two strong icons
today, Beyoncé and Jay-Z shows the evolution of music into art and artists ability to not
conform to a typical stereotype they are expected to. The overall concept is the beauty in
the complexity of self-expression and nostalgia of the past while heading forward into the
future.
IV. COLOR STORY:
	
  
Poised
plum
Refined
realism
Globally
golden
Muted
marble
Simply
subtle
Straight to
the point
Running	
  Head:	
  ZARA	
  	
   16	
  
pATTERNS:
FABRIC STORY:
Swatch Fabric
name
Fiber
content
Sustainability Special
care
vendor Wholesale
per yard
mesh 100%
polyester
apparel n/a Morefabrics.com $3.50
jersey
poly
65%
polyester,
35% rayon
Tops, active
wear
Machine
washable
Morefabrics.com $3.00
Glowing TO THE
NINES
Blooming
forward
American
graffiti
Running	
  Head:	
  ZARA	
  	
   17	
  
Satin
organza
100%
polyester
Lightweight;
Tops,
costumes
Machine
washable
Morefabrics.com $2.50
Chiffon
(sheer)
100%
polyester
Lightweight;
tops, lingerie,
scarves
Machine
washable
Morefabrics.com $2.50
Suede
knit
100%
polyester
Jackets,
bottoms
Machine
wash
cold
Morefabrics.com $4.00
V. STYle sheets:
Running	
  Head:	
  ZARA	
  	
   18	
  
Running	
  Head:	
  ZARA	
  	
   19	
  
Running	
  Head:	
  ZARA	
  	
   20	
  
Running	
  Head:	
  ZARA	
  	
   21	
  
Running	
  Head:	
  ZARA	
  	
   22	
  
VI. 5 key items:
Running	
  Head:	
  ZARA	
  	
   23	
  
Running	
  Head:	
  ZARA	
  	
   24	
  
• For	
  the	
  first	
  look,	
  wide	
  leg	
  trousers,	
  with	
  a	
  high	
  rise	
  are	
  paired	
  with	
  a	
  
cropped	
  high-­‐necked	
  polo.	
  This	
  look	
  will	
  be	
  perfect	
  for	
  a	
  casual,	
  mid	
  day	
  get	
  
together,	
  or	
  a	
  day	
  at	
  the	
  park.	
  This	
  look	
  can	
  suffice	
  as	
  casual,	
  and	
  can	
  be	
  
dressed	
  up	
  with	
  a	
  dressy	
  trench	
  coat.	
  
• Look	
  number	
  two	
  consists	
  of	
  a	
  crop	
  tied	
  long	
  sleeve	
  top	
  and	
  fitted	
  floral	
  print	
  
skirt.	
  In	
  2017,	
  spring	
  and	
  summer	
  will	
  accommodate	
  floral	
  patterns	
  and	
  can	
  
be	
  complimented	
  by	
  other	
  patterns	
  that	
  pair	
  well	
  with	
  it.	
  Simple,	
  effortless	
  
feels	
  are	
  what	
  make	
  up	
  this	
  look	
  and	
  can	
  pair	
  nicely	
  with	
  a	
  dressy	
  sandal.	
  
This	
  outfit	
  is	
  essentially	
  wearable	
  to	
  any	
  daytime	
  appearance.
• Look	
  number	
  three	
  accommodates	
  a	
  dressier	
  feel,	
  with	
  a	
  long	
  jumpsuit	
  with	
  
a	
  v-­‐cut.	
  Paired	
  with	
  a	
  high	
  collar	
  bomber	
  jacket,	
  it	
  can	
  be	
  simple	
  and	
  alluring,	
  
or	
  edgy	
  and	
  daring.	
  Determining	
  each	
  woman’s	
  preference	
  on	
  accessories	
  
and	
  makeup	
  can	
  gage	
  how	
  this	
  look	
  will	
  be	
  seen.	
  Either	
  way,	
  dressed	
  up	
  or	
  
down,	
  this	
  jumpsuit	
  will	
  add	
  a	
  trendy	
  feel	
  to	
  any	
  event.
• Look	
  number	
  four	
  features	
  a	
  high	
  waisted	
  pair	
  of	
  pants	
  with	
  faded	
  knees	
  and	
  
a	
  sleeveless	
  cropped	
  front	
  lowered	
  in	
  back	
  top.	
  Pairing	
  well	
  with	
  these	
  two	
  
pieces	
  is	
  a	
  bomber	
  crop	
  jacket.	
  The	
  top	
  features	
  open	
  sides	
  pulled	
  together	
  
by	
  elastic	
  findings.	
  With	
  options	
  of	
  lush	
  fabric	
  and	
  spectrum	
  of	
  colors,	
  this	
  
simple	
  outfit	
  can	
  be	
  turned	
  into	
  a	
  statement.
• For	
  the	
  final	
  look,	
  the	
  simplicity	
  continues	
  with	
  a	
  single	
  dress.	
  Not	
  needed	
  to	
  
be	
  overdone	
  with	
  other	
  pieces,	
  this	
  dress	
  is	
  a	
  statement	
  piece	
  with	
  puff	
  
sleeves,	
  ties	
  and	
  a	
  full	
  skirt.	
  The	
  bodice	
  creates	
  a	
  unique	
  pattern	
  and	
  ties	
  the	
  
dress	
  together	
  well.	
  	
  For	
  spring/summer	
  2017,	
  this	
  dress	
  will	
  be	
  a	
  staple	
  in	
  
any	
  woman’s	
  closet.	
  
Running	
  Head:	
  ZARA	
  	
   25	
  
Retail	
  planned	
  purchases	
  for	
  the	
  month	
  of	
  May	
  are	
  $100,316.	
  (This	
  is	
  my	
  budget	
  for	
  
the	
  Los	
  Angeles,	
  California	
  store	
  location.)	
  
	
  
	
  
Retailed Planned Purchases for May 2017–
Formulas:
Planned Sales $
Monthly	
  Planned	
  Sales	
  ($)=	
  Last	
  Years	
  Monthly	
  Sales	
  %	
  *	
  Season	
  Total	
  
i.e.:	
  Planned	
  Sales	
  $	
  for	
  May	
  =	
  (18%)	
  *	
  (310,000)=	
  $55,800	
  
	
  
Retail Stock BOM
Retail	
  Stock	
  BOM=	
  Stock-­‐to-­‐Sales	
  Ratio	
  for	
  Month	
  *	
  Monthly	
  Planned	
  Sale	
  
i.e.:	
  Retail	
  Stock	
  BOM	
  for	
  May	
  =	
  (2.0)	
  *	
  (55,800)=	
  $111,600	
  
	
  
Markdown $
Markdown	
  $	
  =	
  Markdown	
  %	
  *	
  Monthly	
  Planned	
  Sales	
  
i.e.:	
  Markdown	
  $	
  for	
  May	
  =	
  (2%)	
  *	
  (55,800)=	
  $1,116	
  
Running	
  Head:	
  ZARA	
  	
   26	
  
	
  
Planned Purchases at Retail
Planned	
  Purchases	
  at	
  Retail	
  =	
  Planned	
  Sales	
  $	
  +	
  EOM	
  +	
  Markdowns	
  –	
  BOM	
  
i.e.:	
  Planned	
  Purchase	
  at	
  Retail	
  for	
  May	
  =	
  (55,800)	
  +	
  (155,000)	
  +	
  (1,116)	
  –	
  
(111,600)=	
  $100,316	
  
	
  
Percent of Initial Markups
Percent	
  of	
  Initial	
  Markups=	
  Retail	
  Purchases	
  *	
  (100%	
  -­‐	
  Markup	
  Percentage)	
  OR	
  
Retail	
  Purchases	
  *	
  (100%	
  -­‐	
  60%)	
  
i.e.:	
  Percent	
  of	
  Initial	
  Markups	
  for	
  May	
  =	
  (100,316)	
  *	
  (100%	
  -­‐	
  60%)=	
  $40,126.40	
  
	
  
EOM
EOM=	
  BOM	
  $	
  of	
  next	
  month	
  
	
  i.e.:	
  EOM	
  for	
  May	
  =	
  $155,000	
  
	
  
Total Stock-to-Sales Ratio
Total	
  Stock-­‐to-­‐Sales	
  Ratio	
  =	
  Total	
  Stock	
  BOM	
  /	
  Total	
  Sales	
  OR	
  
Total	
  Stock-­‐to-­‐Sales	
  Ratio	
  =	
  Value	
  of	
  Stock	
  (BOM)	
  /	
  Sales	
  for	
  the	
  same	
  period	
  
	
  
i.e.:	
  Total	
  Stock-­‐to-­‐Sales	
  Ratio	
  for	
  
EXAMPLE	
  
May	
  =	
  (755,470)	
  /	
  (310,000)=	
  2.237	
  
	
  
	
  
	
  
	
  
RATIOS
The	
  distribution	
  for	
  the	
  collection	
  “Simple	
  Referendum”	
  is	
  composed	
  of	
  five	
  
different	
  categories	
  of	
  dress.	
  Tops,	
  bottoms,	
  dresses,	
  jackets	
  and	
  another	
  category	
  
composed	
  of	
  one	
  jumpsuit.	
  Each	
  category	
  is	
  arranged	
  according	
  to	
  how	
  many	
  times	
  
we	
  see	
  each	
  category	
  appear	
  in	
  the	
  line.	
  Tops	
  and	
  bottoms	
  both	
  equally	
  match	
  up,	
  
with	
  Class	
  1	
  and	
  Class	
  2	
  at	
  30%.	
  This	
  is	
  shown	
  in	
  the	
  style	
  sheets	
  and	
  five	
  key	
  looks	
  
and	
  pieces.	
  Both	
  tops	
  and	
  bottoms	
  are	
  interchangeably	
  used	
  and	
  work	
  cohesively	
  to	
  
mix	
  and	
  match	
  into	
  different	
  key	
  looks.	
  At	
  25%,	
  dresses	
  in	
  Class	
  3	
  are	
  next	
  in	
  
distribution.	
  Dresses	
  in	
  this	
  collection	
  include	
  two	
  different	
  options.	
  There	
  is	
  a	
  
selection	
  between	
  the	
  two	
  for	
  a	
  staple	
  plain	
  piece,	
  and	
  also	
  an	
  intricate	
  embellished	
  
piece.	
  Jackets	
  in	
  Class	
  4	
  are	
  ranked	
  at	
  7.5%.	
  There	
  is	
  only	
  one	
  main	
  jacket	
  featured	
  
in	
  the	
  line	
  and	
  can	
  be	
  a	
  staple	
  piece	
  as	
  well,	
  possibly	
  paired	
  with	
  the	
  plain	
  mesh	
  shift	
  
dress,	
  or	
  with	
  a	
  dressier	
  look	
  such	
  as	
  the	
  satin	
  jumpsuit.	
  Finally,	
  in	
  Class	
  5,	
  the	
  other	
  
category	
  is	
  comprised	
  of	
  a	
  satin	
  sleevless	
  jumpsuit	
  at	
  7.5%.	
  This	
  piece	
  can	
  be	
  a	
  
classic	
  item	
  dressed	
  up	
  or	
  down,	
  depending	
  on	
  the	
  customer	
  preference.	
  	
  
	
  
We	
  look	
  at	
  size	
  distribution	
  after	
  style	
  distribution	
  to	
  determine	
  the	
  furthering	
  of	
  
the	
  line.	
  For	
  pants	
  and	
  dresses,	
  the	
  sizing	
  will	
  be	
  listed	
  as	
  numeric	
  ratio	
  wise.	
  Tops	
  
and	
  other	
  pieces	
  will	
  be	
  sized	
  by	
  alpha	
  lettering.	
  In	
  the	
  sizing	
  chart,	
  it	
  shows	
  XS-­‐
Large	
  is	
  the	
  range	
  of	
  demand.	
  XX=Small	
  and	
  X-­‐Large	
  are	
  in	
  less	
  demand,	
  being	
  on	
  
Running	
  Head:	
  ZARA	
  	
   27	
  
opposite	
  ends	
  of	
  the	
  sizing	
  spectrum.	
  Sizing	
  has	
  a	
  wide	
  spectrum	
  and	
  in	
  the	
  1950’s,	
  
sizes	
  ranged	
  from	
  8	
  to	
  38	
  with	
  height	
  indications	
  of	
  tall,	
  short,	
  and	
  plus	
  (Stampler,	
  
2014).	
  According	
  to	
  	
  
	
  
STYLE DISTRIBUTION
RATIOS
CLASS number CLASS PERCENTAGE
1 TOPS 30%	
  
2 BOTTOMS 30%	
  
3 DRESSES 25%	
  
4 JACKETS 7.5%	
  
5 OTHER 7.5%	
  
	
  
	
  
	
  
	
  
SIZE DISTRIBUTION (ALPHA & NUMERIC) RATIOS
SIZE PERCENTAGE
XX-SMALL 8%	
  
X-SMALL 20%	
  
SMALL 25%	
  
MEDIUM 22%	
  
LARGE 20%	
  
X-LARGE 5%	
  
	
  
30%	
  
30%	
  
25%	
  
7%	
  
8%	
  
STYLE DISTRIBUTION
1	
  TOPS	
   2	
  BOTTOMS	
   3	
  DRESSES	
   4	
  JACKETS	
   5	
  OTHER	
  	
  
Running	
  Head:	
  ZARA	
  	
   28	
  
	
  
	
  
	
  
	
  
SIZE DISTRIBUTION (ALPHA & NUMERIC) RATIOS
size percentage
2	
   30%	
  
4	
   20%	
  
6	
   15%	
  
8	
   15%	
  
10	
   12%	
  
12	
   5%	
  
14	
   3%	
  
	
  
	
  
	
  
8%	
  
20%	
  
25%	
  
22%	
  
20%	
  
5%	
  
SIZE DISTRIBUTION (ALPHA)
RATIOS
XX-­‐SMALL	
  
X-­‐SMALL	
  
SMALL	
  
MEDIUM	
  
LARGE	
  
30%	
  
20%	
  
15%	
  
15%	
  
12%	
  
5%	
  
3%	
  
size distribution (numeric)
ratios
size	
  2	
  
size	
  4	
  
size	
  6	
  
size	
  8	
  
size	
  10	
  
size	
  12	
  
size	
  14	
  
Running	
  Head:	
  ZARA	
  	
   29	
  
	
  
	
  
	
  
This	
  ratio	
  is	
  based	
  upon	
  demand	
  for	
  individual	
  colors,	
  patterns	
  and	
  fabrics	
  by	
  
customers.	
  The	
  comparison	
  of	
  all	
  three	
  against	
  one	
  another	
  helps	
  to	
  understand	
  
what	
  is	
  successful	
  in	
  a	
  line,	
  and	
  what	
  can	
  be	
  lessened	
  and	
  not	
  apart	
  of	
  the	
  
merchandising	
  plan.	
  Each	
  of	
  the	
  percentages	
  represent	
  a	
  key	
  part	
  of	
  the	
  line.	
  
	
  
	
  
STYLE DISTRIBUTION RATIOS (5 KEY ITEMS)
CLASS # CLASS PERCENTAGE
1	
   TOPS	
   20%	
  
2	
   BOTTOMS	
  	
   20%	
  
3	
   DRESSES	
   20%	
  
4	
   JACKETS	
   20%	
  
5	
   OTHER	
  	
   20%	
  
	
  
color/pattern/prints ratios
color/print percentage
straight to the point 17%	
  
poised plum 10%	
  
globally golden 3%	
  
refined realism 6%	
  
muted marble 4%	
  
simply subtle 9%	
  
glowing to the nines 11%	
  
blooming forward 8%	
  
american graffiti 10%	
  
jersey knit 7%	
  
mesh 5%	
  
suede 3%	
  
satin 5%	
  
chiffon 2%	
  
20%	
  
20%	
  
20%	
  
20%	
  
20%	
  
STYLE DISTRIBUTION RATIOS
(5 KEY ITEMS)
1	
   TOPS	
  
2	
  BOTTOMS	
  	
  
3	
   DRESSES	
  
4	
   JACKETS	
  
5	
   OTHER	
  	
  
Running	
  Head:	
  ZARA	
  	
   30	
  
	
  
	
   	
  
	
  
color/pattern/prints ratios
color/print percentage
straight to the point 17%	
  
poised plum 10%	
  
globally golden 3%	
  
refined realism 6%	
  
muted marble 4%	
  
simply subtle 9%	
  
glowing to the nines 11%	
  
blooming forward 8%	
  
american graffiti 10%	
  
jersey knit 7%	
  
mesh 5%	
  
suede 3%	
  
satin 5%	
  
chiffon 2%	
  
	
   	
  	
  
	
  
	
  
	
  
	
  
	
  
17%	
  
10%	
  
3%	
  
6%	
  
4%	
  
9%	
  11%	
  
8%	
  
10%	
  
7%	
  
5%	
  
3%	
  
5%	
  2%	
  
color/pattern/prints
ratios percentage
straight	
  to	
  the	
  point	
  
poised	
  plum	
  
globally	
  golden	
  
recined	
  realism	
  
muted	
  marble	
  
simply	
  subtle	
  
glowing	
  to	
  the	
  nines	
  
blooming	
  forward	
  
american	
  grafciti	
  	
  
jersey	
  knit	
  
mesh	
  
Running	
  Head:	
  ZARA	
  	
   31	
  
	
  
Running	
  Head:	
  ZARA	
  	
   32	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
Running	
  Head:	
  ZARA	
  	
   33	
  
	
  
	
  
	
  
	
  
The	
  purchase	
  order	
  above	
  meets	
  the	
  budget	
  in	
  one	
  store,	
  for	
  the	
  month	
  of	
  May	
  
2017.	
  After	
  calculating	
  each	
  garments	
  total	
  costs,	
  the	
  total	
  amount	
  spent	
  
for	
  the	
  month	
  of	
  May	
  for	
  5	
  key	
  garments,	
  is	
  $100,217.87	
  	
  out	
  of	
  $100,316	
  that	
  was	
  
available	
  for	
  planned	
  retail	
  purchases.	
  With	
  this,	
  $98.13	
  will	
  be	
  left	
  over	
  from	
  the	
  
purchase.	
  	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
Running	
  Head:	
  ZARA	
  	
   34	
  
Store layout
planogram
Running	
  Head:	
  ZARA	
  	
   35	
  
Running	
  Head:	
  ZARA	
  	
   36	
  
window display
	
  
	
  
	
  
	
  
	
  
	
  
	
  
Running	
  Head:	
  ZARA	
  	
   37	
  
PLANOGRAM & WINDOW DISPLAY EXPLANATION
The	
  store	
  layout	
  for	
  Zara	
  is	
  featured	
  around	
  my	
  ten	
  items	
  within	
  the	
  Simple	
  
Referendum	
  line	
  for	
  Spring/Summer	
  2017.	
  This	
  line	
  is	
  composed	
  of	
  tops,	
  bottoms,	
  
jackets,	
  dresses	
  and	
  jumpsuits.	
  This	
  specific	
  storefront	
  and	
  floor	
  plan	
  is	
  for	
  the	
  Los	
  
Angeles	
  location	
  and	
  is	
  perfect	
  for	
  downtown	
  convenience	
  and	
  open	
  space.	
  With	
  my	
  
trend	
  research	
  for	
  this	
  area	
  and	
  target	
  customer,	
  I	
  have	
  found	
  Zara	
  has	
  a	
  high	
  
following	
  in	
  California,	
  Los	
  Angeles	
  especially.	
  	
  The	
  planogram	
  is	
  arranged	
  by	
  
ascending	
  color	
  tones	
  in	
  the	
  style	
  lines.	
  Longer	
  pieces	
  are	
  found	
  located	
  on	
  the	
  
bottom,	
  while	
  smaller	
  items	
  such	
  as	
  jackets	
  and	
  shirts	
  are	
  located	
  towards	
  the	
  top.	
  
The	
  dresses	
  come	
  in	
  four	
  different	
  color	
  tones	
  and	
  are	
  all	
  located	
  in	
  the	
  same	
  area.	
  
Overall,	
  the	
  planogram	
  represents	
  organization	
  in	
  respect	
  to	
  color	
  spectrum	
  and	
  
similar	
  items.	
  The	
  caged	
  appearance	
  is	
  a	
  simple	
  chic	
  look	
  with	
  minimal	
  appeal,	
  to	
  
draw	
  more	
  attention	
  to	
  the	
  clothing.	
  The	
  minimal	
  aspect	
  drives	
  the	
  planogram	
  
inspiration.	
  
	
  
Storefront	
  shares	
  a	
  simplistic	
  chic	
  vibe	
  as	
  well.	
  Marble	
  fronts	
  are	
  paired	
  with	
  large	
  
window	
  fronts	
  and	
  mannequins	
  in	
  the	
  windows.	
  Three	
  outfits	
  are	
  featured	
  under	
  
aerial	
  lighting.	
  Each	
  outfit	
  was	
  chosen	
  from	
  the	
  lines	
  five	
  key	
  items	
  and	
  can	
  all	
  be	
  
interchanged.	
  That’s	
  the	
  appeal	
  of	
  the	
  line;	
  one	
  item	
  can	
  be	
  worn	
  interchangeably	
  
with	
  one	
  another.	
  The	
  simple,	
  yet	
  edgy	
  tones	
  are	
  great	
  for	
  the	
  spring	
  and	
  summer	
  
months	
  looking	
  effortless	
  and	
  cool.	
  	
  Each	
  mannequin	
  is	
  featured	
  in	
  the	
  window	
  with	
  
labels	
  as	
  to	
  what	
  they	
  represent.	
  Both	
  life-­‐size	
  mannequins	
  and	
  stool	
  mannequins	
  
are	
  featured.	
  Zara’s	
  simple	
  chic	
  logo	
  is	
  featured	
  on	
  the	
  sign	
  above	
  the	
  doors.	
  This	
  
Running	
  Head:	
  ZARA	
  	
   38	
  
line	
  is	
  a	
  simple,	
  edgy	
  take	
  on	
  refined	
  tones	
  and	
  fabrics.	
  The	
  storefront	
  and	
  
planogram	
  arrangement	
  displays	
  the	
  minimalistic	
  vibe	
  and	
  style.	
  	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
Running	
  Head:	
  ZARA	
  	
   39	
  
	
  
References
Chiffon	
  Beige	
  Width	
  58/60 .	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
http://morexfabrics.com/chbewi58.html	
  	
  
Doneger	
  Creative	
  Services.	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
http://www.donegercreativeservices.com/en/concept_ss17.htm#Reformati	
  
on	
  	
  
Doneger	
  Creative	
  Services.	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
http://www.donegercreativeservices.com/en/ss17-­‐	
  
reformation_142168.htm	
  	
  
Doneger	
  Creative	
  Services.	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
http://www.donegercreativeservices.com/en/ss17-­‐r	
  
eformation_142595.htm	
  	
  
Doneger	
  Creative	
  Services.	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
http://www.donegercreativeservices.com/en/ss17-­‐	
  
reformation_142615.htm	
  	
  
Google.	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
https://www.google.com/search?espv=2	
  	
  
Grupo	
  Inditex.	
  (n.d.).	
  Retrieved	
  February	
  04,	
  2016,	
  from	
  	
  
https://www.inditex.com/en/investors/investors_relations/annual_report	
  	
  
How	
  does	
  Zara	
  manufacture	
  clothes	
  so	
  fast?	
  (n.d.).	
  Retrieved	
  February	
  04,	
  2016,	
  	
  
from	
  https://www.quora.com/How-­‐does-­‐Zara-­‐manufacture-­‐clothes-­‐so-­‐fast	
  	
  
Jersey	
  Poly/Ray	
  White.	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
Running	
  Head:	
  ZARA	
  	
   40	
  
http://morexfabrics.com/jepobwhbwi58.html	
  	
  
Lenzing	
  Color	
  Trends	
  Spring/Summer	
  2017.	
  (2015).	
  Retrieved	
  February	
  18,	
  2016,	
  	
  
from	
  http://www.fashiontrendsetter.com/v2/2015/11/28/lenzing-­‐color-­‐
trends-­‐springsummer-­‐2017/	
  
Median	
  Income.	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  
http://maps.latimes.com/neighborhoods/income/median/neighborhood/lis	
  
t/	
  
(n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
http://fashionista.com/2016/02/barneys-­‐spring-­‐	
  
2016-­‐campaign-­‐lady-­‐gaga	
  	
  
(n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  http://fashionista.com/2016/02/the-­‐	
  
row-­‐fall-­‐2016	
  	
  
(n.d.).	
  Retrieved	
  from	
  	
  
http://web.a.ebscohost.com/bsi/pdfviewer/pdfviewer?vid=20&sid=672e7a
76-­‐1495-­‐4c67-­‐a853-­‐98a58bd37e47@sessionmgr4005&hid=4209	
  	
  
(n.d.).	
  Retrieved	
  February	
  04,	
  2016,	
  from	
  	
  
http://www.forbes.com/sites/gregpetro/2015/07/23/the-­‐future-­‐of-­‐
fashion-­‐retailing-­‐revisited-­‐part-­‐2-­‐zara/#678ccd5d13cc	
  	
  
(n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  
https://www.glassdoor.com/Job/los-­‐angeles-­‐	
  
graphic-­‐designer-­‐jobs-­‐SRCH_IL.0,11_IC1146821_KO12,28.htm	
  	
  
(n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
http://www.wgsn.com/content/board_viewer/#/59276/page/11	
  	
  
Running	
  Head:	
  ZARA	
  	
   41	
  
	
  (Rep.).	
  (n.d.).	
  Retrieved	
  from	
  [Scholarly	
  project].	
  (n.d.).	
  Retrieved	
  from	
  	
  
http://economics-­‐
files.pomona.edu/jlikens/SeniorSeminars/Likens2013/reports/inditex.pdf	
  	
  
(Rep.).	
  (n.d.).	
  Retrieved	
  from	
  	
  
http://web.a.ebscohost.com/bsi/pdfviewer/pdfviewer?vid=7&sid=8675a8d
4-­‐5169-­‐44eb-­‐a951-­‐58fc33a3564e@sessionmgr4002&hid=4209	
  	
  
Satin	
  Organza	
  D#G05016	
  Burgundy	
  Width	
  58/60"	
  (n.d.).	
  Retrieved	
  February	
  18,	
  	
  
2016,	
  from	
  http://morexfabrics.com/saorbu1058.html	
  	
  
She	
  is	
  Man	
  Repeller.	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
https://www.pinterest.com/lyamaazimova/she-­‐is-­‐man-­‐repeller/	
  	
  
SIZE	
  GUIDE	
  WOMEN.	
  (n.d.).	
  Retrieved	
  March	
  01,	
  2016,	
  from	
  	
  
http://www.zara.com/ie/en/category/400009/product/3154067/size-­‐	
  
guide	
  	
  
Suede	
  Knit	
  Solid	
  Black	
  Width	
  58/60"	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
http://morexfabrics.com/suknsoblwi58.html	
  	
  
The	
  24	
  Hottest	
  Brunch	
  Spots	
  in	
  Los	
  Angeles,	
  February	
  2015.	
  (2015).	
  Retrieved	
  	
  
February	
  18,	
  2016,	
  from	
  http://la.eater.com/maps/brunch-­‐heatmap-­‐los-­‐
angeles-­‐february-­‐2015-­‐map-­‐guide	
  	
  
Uniqlo	
  vs	
  Zara	
  vs	
  H&M	
  vs	
  the	
  world	
  of	
  fashion	
  retailing	
  -­‐	
  Re-­‐Tales	
  by	
  Amit	
  Bagaria	
  |	
  	
  
	
   ET	
  Retail.	
  (n.d.).	
  Retrieved	
  February	
  04,	
  2016,	
  from	
  	
  
http://retail.economictimes.indiatimes.com/re-­‐tales/uniqlo-­‐vs-­‐zara-­‐vs-­‐h-­‐m-­‐
vs-­‐the-­‐world-­‐of-­‐fashion-­‐retailing/91	
  	
  
When. (n.d.). Retrieved March 17, 2016, from http://time.com/3532014/women-clothing-
Running	
  Head:	
  ZARA	
  	
   42	
  
sizes-history/
With	
  an	
  Evolutionary	
  Approach,	
  Uniqlo	
  Aims	
  to	
  Create	
  New	
  Category.	
  (2013).	
  	
  
Retrieved	
  February	
  04,	
  2016,	
  from	
  
http://www.businessoffashion.com/articles/intelligence/with-­‐an-­‐
evolutionary-­‐approach-­‐uniqlo-­‐aims-­‐to-­‐create-­‐new-­‐category	
  	
  
Yelp.	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
http://www.yelp.com/search?find_desc=Architecture	
  Firms	
  	
  
11	
  fashion	
  bloggers	
  in	
  LA	
  every	
  fashionista	
  should	
  follow.	
  (n.d.).	
  Retrieved	
  February	
  	
  
18,	
  2016,	
  from	
  http://www.timeout.com/los-­‐angeles/shopping/11-­‐fashion-­‐
bloggers-­‐in-­‐la-­‐every-­‐fashionista-­‐should-­‐follow	
  	
  
Zara	
  -­‐	
  Google	
  Search.	
  (n.d.).	
  Retrieved	
  February	
  18,	
  2016,	
  from	
  	
  
https://www.google.com/search?q=zara	
  	
  
Zara.	
  (n.d.).	
  Retrieved	
  February	
  04,	
  2016,	
  from	
  	
  
http://zarafashion2013.wix.com/zara#!competitor-­‐analysis/c14m9	
  	
  
Zara's	
  Organizational	
  Structure.	
  (2009).	
  Retrieved	
  February	
  04,	
  2016,	
  from	
  	
  
https://tortora.wordpress.com/2009/11/18/zara’s-­‐organizational-­‐	
  
structure/	
  	
  
Zara	
  Success	
  Story.	
  (n.d.).	
  Retrieved	
  February	
  04,	
  2016,	
  from	
  	
  
http://successstory.com/companies/zara	
  	
  
Zara tumblr - Google Search. (n.d.). Retrieved April 20, 2016, from
https://www.google.com/search?q=zara tumblr
	
  

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Fashion Merchandising Seminar; ZARA

  • 1. Running  Head:  ZARA     1   Leighann clayton Fashion merchandising seminar Spring 2016                  
  • 2. Running  Head:  ZARA     2   Table of Contents I. Market research: Company profile 4-5 The brand 5-6 Fashion strategy 6-7 Market position 6-7 Product comparison 7-8 II. Line development: Target customer 10-11 Trend report 11-14 Concept board 14-15 Color/print/fabric story 15-17 Style sheets 17-22 Key items 22-24 Key outfits 22-24 III. merchandising plans: Quick costing 24-25 Six month merchandising plan 25-26 Formulas 25-26 Ratios Style distribution ratios 27-28
  • 3. Running  Head:  ZARA     3   Size distribution ratios 28-29 Color distribution ratios 28-30 Assortment plans 31-33 Purchase order 33 IV. RETAIL & LINE PRESENTATION: LINE PRESENTATION LAYOUT 34 PLANOGRAM 34-35 WINDOW DISPLAY 36-37 EXPLANATION OF PLANOGRAM WINDOW 37-38 REFERENCES 39-42
  • 4. Running  Head:  ZARA     4   COMPANY PROFILE “Few  clothing  brands  keep  up  with  the  latest  fashion,  are  of  high  quality  and  yet,   affordable.  It’s  these  qualities  that  made  Zara,  the  Spanish  clothing  brand   become  the  go-­‐to  fashion  brand  for  all.”  (Zara  Success  Story,  2015.)  Zara,  a   leading  retailer  in  fast  fashion  is  apart  of  Inditex,  one  of  the  largest  fashion   retailers  in  the  world  and  publicly  held  company.  Inditex  is  made  up  of  100   companies  who  operate  6,340  stores  in  87  different  markets.  Manufacturing  and   distribution,  along  with  textile  design  are  categories  within  Inditex  that  expand   over  Asia,  Europe  and  the  Americas  as  well.  With  such  success  in  expansion  and   production,  Inditex  has  created  subdivisions  such  as  Bershka,  Pull  &  Bear,   Oysho,  and  Massimo  Dutti.  Zara,  continues  to  market  to  over  1,991  stores   worldwide  targeting  men  women  and  children.  Historically,  Inditex  was  founded   in  Coruna,  Spain  during  1975.  Compared  to  other  chains,  Zara  uses  short   product  life  cycle  to  its  advantage  to  compete  in  the  market.  Meeting  strict   demand  expectations  is  what  Zara  prides  itself  on.  Consumers  who  are  primarily   “fast-­‐fashion”  goers  are  loyal  to  the  Zara  brand  based  on  their  ability  to  keep   their  target  market  interested  and  at  a  higher  level  than  competitors.         Financially,  Inditex  has  in  the  last  five  years  continued  to  improve  in  every   aspect  of  sales.  From  2010-­‐2014,  the  company  has  combined  their  brands  to   account  for  a  $1,266,000  growth  in  gross  revenue  from  2010  to  2011  and  a   $2,153,000  growth  from  2011  to  2012.  From  then  on  in  the  following  years  of  2012   to  2014,  the  company  grew  to  $2,171,000  in  increased  gross  revenue,  continuing  the   forward  progression.  While  each  year  Inditex  created  positive  numbers,  the  jump   from  2012  to  2013  fell  a  bit  short  compared  to  other  years.  Gross  Revenue  saw  less   of  an  increase  over  the  past  five  years  compared  to  gross  profit  and  net  profit.  Net   profit  originated  at  $1,731,829  in  2010,  and  has  substantially  grown  to  $2,510,151   in  2014.  This  large  jump  over  the  years  is  due  to  the  gross  margin,  profit  and   operating  expenses.  Over  the  past  five  years  of  2010  to  2014,  Inditex  saw  many   different  changes  both  economically  and  enviormental  as  well.  For  example,  sales   had  been  driven  up  from  $12,527,000  to  $18,117,000  and  the  number  of  employees   hired  from  100,138  to  137,054.  These  numbers  are  direct  results  of  Inditex  and  Zara   within  the  other  brands,  conforming  to  a  more  sustainable,  eco  efficient  presence.     Between  all  the  brands,  Zara  is  the  leader  contributing  its  online  presence  further   with  online  stores  in  markets  such  as  Romania  and  Greece.  As  a  direct  result  from   remaining  eco-­‐friendly  and  sustainable,  Inditex  continues  to  strengthen  its   employee  team  and  prove  they  have  some  of  the  best  and  youngest  minds  within   their  company.        
  • 5. Running  Head:  ZARA     5   The Brand Zara  is  a  fast  fashion  retailer  comprised  of  fresh  merchandise  to  be  produced  and   sold  to  consumers.  Zara  retains  a  mission  statement  stating  that  through  Zara’s   business  model;  they  aim  to  contribute  to  the  sustainable  development  of  society   and  in  the  environment  we  interact.  Replenishing  stock  isn’t  an  idea  that  exists  to   the  company.  Receiving  new  shipments  twice  a  week  helps  to  ensure  continued   popularity  to  its  brand  loyal  customers.    This  fresh  approach  to  retail  sales  allows   for  a  unique  concept  and  identifiable  brand  for  others  to  compete  with.  Impulse   shopping  habits  are  what  drive  sales  for  Zara  and  the  rest  of  the  Inditex  brands.  Zara   prides  themselves  on  its  high  reactiveness  and  flexibility  and  being  market-­‐oriented.   Fashion  forward  at  low  price  is  what  Zara  is  known  for  as  well  as  staying  on  trend.   This  brand  is  moderately  priced  often  compared  to  H&M  in  regards  to  price  points.     The  brand  also  is  only  carried  in  its  own  stores,  not  any  other  retailers.  Zara  is  a   successful  brand  based  off  of  its  market  segment.  They  segment  their  brand  into   geographic  segments  and  age  related  segments.  Savvy  marketers  and  retailers  know   that  customer-­‐clothing  preferences  vary  in  different  regions  or  geographical  areas   (Suttle,  2016).  Global  presence  is  something  Zara  has  established  in  its  brand  and   continues  to  open  more  stores  yearly.  With  their  age  related  segment,  they  have   been  able  to  attract  and  establish  a  young  age  appeal  with  trendy  pieces  and  styles.   They  have  also  been  able  to  appeal  to  women  and  men  in  their  early  twenties  to  late   30’s.  Their  brand  has  remained  ever  growing  with  their  ability  to  establish  a  strong   brand  and  keep  loyal  customers  coming  back.      $-­‐          $5,000,000.00      $10,000,000.00      $15,000,000.00      $20,000,000.00      $25,000,000.00      $30,000,000.00      $35,000,000.00     2010   2011   2012   2013   2014   ZARA/INDITEX Financial Performance gross  revenue     gross  procit     net  procit    
  • 6. Running  Head:  ZARA     6   Fashion Strategy Zara  production  is  a  global  process.  Indonesia  is  a  starting  point,  which  leads  to   Spain  and  on  into  other  countries  to  produce  the  garments.  The  brand  is  limited  to   apparel,  but  also  produces  bags,  footwear,  intimate  wear,  home  goods  and  other   categories.  Since  Zara  focuses  on  its  fast  fashion  its  design  process  emphasizes  just   that.  Designing  special  pieces  and  manufacturing  them  within  small  quantities  helps   reduce  turnover  for  the  brand.  Zara  also  has  their  design  team,  production,  laborers   and  textile  manufacturers  in  the  same  building  and  same  location.  This  aspect   makes  Zara  almost  impossible  to  compete  with.  Sourcing  is  part  of  the  merchandise   for  Zara.  Its  headquarters  in  Spain  accounts  for  their  cutting,  fabric  sourcing,  and   sewing  facilities.  In  2013,  the  Inditex  supply  chain  was  made  up  of  1,592  suppliers   in  46  different  countries.  (Inditex,  2016).   MARKET POSITION: Competitors Zara  has  many  competitors  in  the  same  price  range  and  they’re  considered  “fast-­‐ fashion.”  Two  of  their  top  competitors  are  Uniqlo  and  H&M.  Zara,  however,  is   roughly  four  times  more  profitable  than  average  retailers  due  to  mainly  higher   margins,  turnover,  and  reduced  inventory  risk.  (Petro,  2016).  Zara,  in  comparison   has  built  its  strategy  around  consumer  trends  and  embracing  fast-­‐changing  tastes  of   its  customers.  (Bagaria,  2014).  Uniqlo  is  a  Japanese  company  who  addresses  trends   less  likely  to  go  under  quickly.  H&M  is  a  mix  of  both  Zara  and  Uniqlo  in  the  sense  the   brand  remains  on  trend,  but  keeps  a  commitment  to  certain  products.  Zara  is  one  of   the  best  at  fast-­‐fashion  and  keeps  its  edge  on  the  competition  with  producing   36,000+  designs  each  year.  At  a  rate  of  orders  being  delivered  within  a  span  of  two   days  max,  it  makes  it  hard  for  other  companies  to  compete.  Uniqlo  and  H&M  are   direct  competitors  of  Zara,  but  in  their  own  manner.  Uniqlo  is  a  strong  retailer  in   Asia  and  over  seas  with  a  successful  backround  in  modern  styles  and  high  quality   basics.  Uniqlo  hold  over  30,000  employees  worldwide  and  is  in  the  process  of   expanding  further  into  Europe  and  America  (Success  Story).  H&M  is  also  a  huge   competitor  of  the  two.  As  a  fast  fashion  leader  with  ever-­‐changing  trends  and   production,  they  have  established  themselves  as  a  customer  favorite.  With  Uniqlo   and  H&M  both  continuing  to  expand  and  in  the  same  market,  it  is  clear  Zara  will   need  to  adapt  and  keep  tabs  on  both  brands  in  the  future.  With  similar  markets,   styles  and  price  ranges,  brand  quality  and  personality  is  what  truly  separates  these   competitors.    
  • 7. Running  Head:  ZARA     7   Product Comparison As  we  compare  all  three  brands,  it’s  easy  to  see  their  trends  and  offerings  tend  to  be   in  the  same  ballpark.  Zara  currently  is  in  its  Spring/Summer  season  via  site  and  is   featuring  long,  boxy  jackets  with  fitted  collars.  Darted  blouses  and  pants  are   trending,  with  floral  prints  and  lace  undertones.  H&M  is  currently  also  in  their   spring  season  with  flared  pants,  with  fitted  features  and  floral  print  as  well.  Suede   and  fringe  appear  very  simply  throughout  with  hints  of  faux  fur.  Uniqlo  is  featuring   their  classic  trench  jacket  along  with  oversized  dress  shirts  and  t-­‐shirts.  Floral  print   and  seersucker  are  what  Uniqlo’s  trend  are  comprised  of  and  seem  to  be  heading   into  this  season.  Each  brand  is  offering  around  the  same  design  scheme,  floral  into   spring  and  trench  jackets  with  synched  or  tied  waists.  Uniqlo  offers  a  unique   perspective,  as  a  trendy  Japanese  retailer  with  mid  price  apparel.  Most  of  its  clothing   offers  a  relaxed  and  structured  look,  appealing  to  much  simpler  fashion  pieces.  H&M   takes  an  approach  directly  competing  with  Zara.  Both  brands  offer  a  boxy  silhouette   with  a  refined  simple  look.     Zara  offers  a  more  daring,  blunt  perspective  compared  to  its  competitors  H&M  and   Uniqlo.  From  e-­‐commerce  presentation  of  the  product  and  brand,  to  illustration  of   the  styling  of  the  apparel,  Zara  is  using  a  better  approach  visually.  Accessories  from   all  three  retailers  are  presented  visually  via  site,  but  H&M  as  close  of  a  competitor   with  Zara,  doesn’t  match  up  visually.  Each  competitor  however,  has  established  a   brand  identity  and  assigns  their  “trends”  directly  to  that  identity.  Zara  and  H&M   have  very  similar  trends  and  styles,  while  Uniqlo  has  its  own,  yet  compete  on  its   own  system  based  on  its  long-­‐term  vision.  Heading  forward,  Zara  should   incorporate  trends  with  simplistic  features  and  bases  to  compete  with  Uniqlo  and   acquire  an  edge  over  them.    With  Uniqlo  featuring  their  new  trend  they  refer  to  as   “Lifewear,”  Zara  should  find  trends  to  incorporate  both  casual  and  active  wear.     35%   36%   29%   SALES REVENUE 2015 ZARA   H&M   Uniqlo    
  • 8. Running  Head:  ZARA     8   Similar Different UNIQLO (DIFFERENT) ZARA (similar)
  • 9. Running  Head:  ZARA     9   Zara  is  seen  as  one  of  the  world’s  largest  retailers.  With  its  online  presence  growing   daily,  that  is  the  brand’s  main  strength  to  thrive  off  of.  If  Zara  continues  to  build  off   of  their  quick  to  market  tactics,  paired  with  their  up  to  date  trends,  they  will  remain   successful.  Speed  to  market  is  the  success  story  to  Zara  and  their  production  is  what   supports  their  brand  reputation.  Pairing  their  fast  fashion  and  capitalizing  on  being   a  world  recognized  mid-­‐priced  retailer,  they  can  use  this  to  their  advantage  against   any  competitor.  Like  any  other  brand,  Zara  does  have  its  weaknesses  as  well.   Compared  to  H&M,  Zara  has  no  campaigns,  advertising,  celebrity  endorsement,  and   sticks  to  a  consistent  black  and  white  theme.    H&M  has  collaborations  with   collaborators  such  as  Stella  McCartney  and  Karl  Lagerfeld.  They  are  also  featured   everywhere  via  social  media.  Zara  also  has  higher  risk  of  downturn  of  revenue  from   their  European  customers.  H&M  has  a  higher  U.S.  response  and  popularity  than   Zara.  If  they  work  on  adding  marketing  tactics  to  strengthen  their  U.S.  brand,  it   would  go  a  long  way  to  keeping  their  relevance  for  a  long  time  to  come.     As  strong  as  Zara’s  brand  is  nationally,  they  do  have  opportunity  to  grow.   Competitor  Uniqlo  has  established  a  posh  relaxed  look  that  has  customers   extremely  interested.  The  term  “lifewear”  has  taken  on  a  name  for  itself  and   continuing  to  grow  overseas.  “Lifewear  is  meant  to  continue  every  season.  Like   iPhone  4,  iPhone  5.”  (Kansara,  2013.)  If  Zara  can  establish  a  solid  base  for  lifewear,   they  can  possibly  over  time  compete  heavily  with  Uniqlo  for  that  side  of  the  market.   Another  opportunity  to  expand  on  would  be  to  continue  to  expand  on  forcing   customer  demand.  Zara  has  a  strong  online  shopping  base  already,  but  working   alongside  promoting  advertising  and  establishing  a  possible  brand  phrase  could   immensely  benefit  them.  Even  with  new  ideas  and  fresh  trends  weekly,  Zara  does   have  threats  to  work  on.  New,  or  evolving  small  retail  sites  being  advertised  to   consumers  online  for  cheaper  can  affect  Zara  if  not  watched  carefully.  Trend   imitators  can  immerge,  especially  within  a  mid  priced  price  zone.  As  this  could   happen,  it  poses  another  threat.  That  second  threat  is  possible  if  product  is  too   expensive,  or  too  cheap.  Either  way  consumers  will  sense  they  can  find  it  elsewhere   and  might  just  do  so.     STRENGTHS WEAKNESSES speed  to  market  strengthens  brand   little  to  no  marketing  against  competition/celebrity  endorsement     recognizable  mid-­‐priced,  modern  retailer     higher  risk  of  downturn  of  revenue  from  european  customers     OPPORTUNITIES THREATS continue  to  capitalize  on  customer  demand  with  new     Uniqlo  as  an  emerging  competitor  in  foreign  and  domestic  markets   to  improved  marketing  tactics  and  brand  phase.   new  evolving  retail  sites,  even  better  pricing  and  delivery  time.   competing  with  competitors  to  break  into  emerging       trends  like  "lifewear."      
  • 10. Running  Head:  ZARA     10   Target Customer    Arabella  Hendriks  is  a  twenty  four  year  old   female  who  resides  in  Los  Angeles,  California.  Her  parents  were  both  immigrants  to   the  United  States  from  Spain  and  the   Netherlands.  Her  name  is  a  mix  of  both   nationalities:  Arabella,  is  Latin,  and   Hendriks  from  her  father’s  side  is   Dutch.  She  was  born  in  the  West   Village  and  graduated  from  NYU  in   2013  with  a  Bachelor’s  Degree  in   Liberal  Arts  with  a  4.0  GPA  and   honors.  She  currently  works  as  a   graphic  designer  for  a  company  called   The  Black  Tux  in  Santa  Monica,   California.  Her  annual  salary  is  roughly   around  $46,196,  with  yearly  increases   of  pay.  Arabella  has  a  discretionary   income  of  around  $8,000  annually.  The   company  began  as  a  startup  in  2013   and  Arabella  was  one  of  the  first   designers  to  be  hired.    She  lives  in   West  Hollywood  with  three  other  girls,   one  of  which  was  her  best  friend  and   old  roommate  while  at  NYU-­‐  Allie.   The  other  two  girls,  Chelsea  and  Peyton  are  California  natives  and  also  old   friends  from  UCLA.  The  median  income  of  West   Hollywood  is  $52,855  (LA  Times,  2016).  and  each  of  the   girls  holds  jobs  paying  around  $50,000  annually.  Arabella   is  also  in  a  relationship  of  two  years  with  boyfriend   Jackson,  who  graduated  from  Clemson  University  with  an   Architecture  degree  and  later  graduated  from  Graduate   school  at  Berkeley  in  2015.  At  age  twenty-­‐six,  Jackson  now   works  for  a  successful  firm  OKB  Architecture  in  West  Los   Angeles.       In  her  spare  time,  Arabella  likes  to  spend  time  with  her  Labrador  Retriever  Remy,   who  is  a  puppy.  She  loves  to  photograph  daily  life  in  downtown  Los  Angeles,  as  well   as  the  surrounding  cities  as  apart  of  a  project  she  calls  “Life  in  Color.”  Art  has  always   interested  her  and  with  her  career,  she  is  always  looking  for  the  next  best  thing   within  graphics  and  art.  She  has  her  own  life  blog,  writing  about  art,  travel  and  her   interesting  background  of  growing  up  with  immigrant  parents.  She  features  her   boyfriend’s  work  and  groundbreaking  designs  as  well  to  continue  her  conceptual   take  on  writing.  Her  and  her  roommates  immerse  themselves  in  barre  and  cardio   infused  classes  together,  while  finding  the  perfect  coffee  shops  to  relax  in.  Every   Sunday,  the  girls  also  hit  up  their  favorite  places  to  brunch,  Escala  and  Terrine.   http://www.manrepeller.com/ https://www.tumblr.com/search/hair%20top%20knot
  • 11. Running  Head:  ZARA     11   (Kang,  2015).  Arabella  loves  Zara  and  everything  the  brand  has  to  offer.  She   frequently  shops  at  locations  in  downtown  LA  and  Hollywood  off  of  Hollywood   Boulevard.    She  takes  on  the  LA  traffic  in  her  2014  Jetta  and  makes  sure  to  visit  the   store  locations  at  least  twice  a  month,  if  not  more.  On  an  average  shopping  trip  with   the  girls,  Arabella  spends  around  $300  during   each  visit.       Fashion  and  trends  are  very  important  to  her  and   she  tries  to  stay  a  step  ahead  of  the  curve,   constantly  researching  and  reading  fellow  blogs   she  follows.  With  friends  with  careers  within  the   fashion  industry,  it’s  not  hard  to  be  informed.   Being  a  blogger  herself,  she  loves  to  keep   informed  on  fashion  via  other  bloggers.  She  reads   blogs  such  as  Streetgeist,  STOP  IT  RIGHT  NOW,   and  Man  Repeller  for  the  more  mainstream   audience.  Newspapers  such  as  The  LA  Times   cover  all  facets  of  news  and  she  often  reads  the   fashion  section  for  a  real  fresh  opinion.  When  it   comes  to  editorial,  she  turns  to  WWD  and  Nylon   as  well  as  FASHIONISTA  to  read  up  on.    Her   fashion  sense  is  a  mix  of  trendy  chic,  with  vintage   undertones.  Zara  is  a  brand  Arabella  finds  to  keep  up  with  her  ever-­‐evolving   style  and  interests.  However,  when  she  is  looking  for  a  change  of  brand,  her   choices  include  Topshop  and  NastyGal.  With   the  spring  and  summer  seasons  approaching,   Arabella  is  looking  to  branch  out  with  her  style   and  tap  into  a  style  mix  of  both  simplistic  chic   and  unique  referendum.  While  keeping  up  to   date  with  her  outlets  of  fashion,  she  also   spends  time  researching  sites  such  as  WGSN   and  Doneger  to  find  trends  in  upcoming   seasons  and  seasons  after  that.       II. Trend Report   Spring/Summer  2017  is  sure  to  be  an   interesting  moment  for  fashion  trends.  Themes   and  emotions  are  expressed  in  varieties  of   changes  of  culture,  with  respect  to  the  past   present  and  future.  Art  and  the  power  of   Avant-­‐guard  will  shine  through  as  a  prominent  aspect  with  hints  of  art  marrying   together  with  pleasing  aesthetics  of  technology  and  quality.  Parlaying  a  love  of  free   spirit,  and  aggressive  youth,  these  trends  push  boundaries  of  accepted  norms  and   give  voices  to  a  non-­‐conformist  life  (Doneger,  2016).     https://www.pinterest.com/lyamaazimova/she-­‐is-­‐man-­‐repeller/     http://fashionista.com/2016/02/barneys-spring-
  • 12. Running  Head:  ZARA     12   Forecast One: Doneger http://www.donegercreativeservices.com/en/concept_ss17.htm#Reformation   This  forecast  ties  in  well  with  its  Reformation  theme  stated  on  the  site.  The  mood   given  gives  a  historic  art  vibe  paired  with  the  present  interpretation  of  what  is  to   come   from  this   trend.   Inspired   by   similariti es  and   differenc es  and   lights   and   darks,  it   is  easy  to   see  what   it  truly   means  to   reform   any   aspect  of   fashion.   This  rich  inspiration  is  made  up  of  two  different  sides  like  a  light  and  a  dark,  a  past   and  a  future.  The  Atelier  inspiration  is  composed  of  poetic  pigments  with  feminine   tailoring  refined  lingerie  and  boudoir  furnishings.  The  bold  like  prints  composed  of   blurred  floral,  mini  tile,  wallpaper  and  upholstery  impressions  only  add  to  the   uniqueness  of  the  collection  (Doneger,  2016).  The  mirroring  concept  is  Anti-­‐Fest,   adding  a  crisp,  colored  aura  to  the  mix.  With  free  form  nautical  colors  it  offers  a  real   day  and  night  comparison  to  Atelier.  Art  studio  work  wear,  warped  yarn-­‐dye  and   patterned  shirting  differentiate  the  fabric  from  tailored  fragile  material.  Painterly   strokes  and  dots,  layered  graffiti  and  expressive  lettering  as  prints  contribute  to  the   artistic  creative  vibe.    Inspired  by  social  issues  and  counter-­‐culture  expressed   through  art,  the  evolution  of  this  trend  pays  tribute  to  Brooklyn  as  an  area  for  art   and  design  (“SS  2017  Doneger,”  2016).  Luxury  sport  and  dismal  sport,  as  well  as  Les   Bouquets  add  to  the  expressionism  of  this  trend.         Forecast Two: Trendsetter http://www.fashiontrendsetter.com/v2/2015/11/28/lenzing-­‐color-­‐trends-­‐ springsummer-­‐2017/   Safekeep  is  a  Lenzing  Colors  trend  centered  on  color  schemes  and  mood  visions.   Some  of  what  defines  this  trend  is  its  center  around  preserving  culture,  appreciating   it  as  well  as  recognizing  where  one  comes  from  at  the  same  time.  Mood  themes   pictured  seem  to  suggest  attention  to  small  detail  and  the  simple  treasures  in  life   http://www.donegercreativeservices.com/en/s s17-­‐reformation_142566.htm     http://www.donegercreativeservices.com/en/ss1 7-­‐reformation_142566.htm     http://www.donegercreativeservices.com/en/ss 17-­‐reformation_142566.htm    
  • 13. Running  Head:  ZARA     13   not  to  be  missed.  A  comparison  of  what  is  similar  and  different  is  essential  within   this  trend  and  can  be  seen  within  small  visuals  from  Trendsetter.  Not  revealing  too   much  of  this  trend  clothing  wise,  leaves  room  to  be  desired  and  longed  after  for   future  information  to  come.  The  color  scheme  reveals  however,  Pantone  colors   ranging  from  19-­‐1250  TP,  a  subtle  deeper  red  to  14-­‐0116  TPX,  a  muted  lime   (Trendsetter,  2015).     Forecast Three: WGSN http://www.wgsn.com/content/board_viewer/#/59276/page/1   Many  aspects  contribute  to  this  trend.  Pause  takes  on  almost  a  stable  point  in  time.   Taking  us  through  from  summer  to  winter,  Pause  works  in  two  drops.     Brody  and  Sinclair’s  (2015)  research  stated:   August’s  first  drop  sees  light  silks;  mesh  and  fine   jerseys  take  form  on  wide  volume  shapes  that  allow   the  body  to  move.  September  sees  the  final  drop   prepare  for  the  colder  months,  with  close-­‐to-­‐body   silhouettes  on  faux  fur  and  plush  velvets.  The   message  is  comforting,  with  a  focus  on  quality  (p.  2)   Elements  contribute  to  this  trend  such  as  luxury   craftsmanship,  rare,  precious,  fragile,  defining  lines,   and  sensual   indulgence  to   name  a  few.   Quality  and   technology  is  what   is  consistent   within  Pause  as   well  as  flared   hemlines,  with  A-­‐ line  silhouettes.   Small  elements   such  as  gold-­‐combed  hairpieces  and  heirlooms   are  featured  for  a  unique  spin  on  classic  pieces.   High-­‐end  technology  paired  with  sleek  design   will  produce  a  futuristic  appeal  and  influence  upon   silhouette  shapes  and  facings.  Strong  tailoring   exists  within  this  trend  and  uniquely  compliments   wrapping  and  draping.  Fabrics  such  as  faux  fur,   soft  boucles,  velvets,  suede’s,  and  delicate  organza   come  together  to  make  up  a  chic,  simplistic,  yet   fragile  trend  (Brody,  Sinclair,  2015).  Defining  lines  are  important  impacts  on  this   trend,  and  can  take  place  of  bold  prints  rather  than  conform  to  them.  With  a  trend   collection  so  unique  and  consistent,  the  color  palette  would  be  no  surprise  to  match.   Cold  white  and  grey  are  a  calming  tone  with  deep  coral  and  warm  apricot.  The  scale   offers  a  wide  range  even  from  black  as  an  accent  to  muted  gold  and  champagne.   http://www.wgsn.com/content/board_viewer/#/59276 /page/8     http://www.wgsn.com/content/board_viewer/#/59276 /page/8    
  • 14. Running  Head:  ZARA     14   Each  color  adds  to  the  wide  variety  this  trend  offers,  especially  the  horizon  yellow  in   the  middle  of  the  spectrum.         Line Theme My  line  will  be  consisting  of  a  mix  of  two  of  the  trends  from  both  Doneger  and   WGSN.    I  chose  to  fuse  aspects  of  Reformation  and  Pause  together  based  on  their   trend  ability  to  benefit  from  one  another  and  compliment.  Incorporating  a  color   palette  of  poetic  pigments  ranging  to  white  and  grey  calming  colors  infused  with   warm  and  deep  coral  and  apricot  tones  at  the  other  end  of  the  spectrum.  This  color   scheme  will  allow  for  two  different  vibes  and  feelings  for  Zara  to  incorporate  into   their  line  mix.  Spring  and  summer  are  seasons  available  to  accommodate  sheer  like   feminine  fabrics  and  silhouettes.  Silk  mesh  and  jersey  will  be  filling  the  early  season   months,  and  will  be  later  followed  by  plush  velvets  and  faux  furs  heading  into  the   early  September  month.  The  main  theme  of  this  line  will  be  consisting  of  upholstery   impressions,  blurred  floral  and  simple  chic  prints.       Zara  will  be  naming  this  line  Simple  Referendum.  The  overall  theme  will  incorporate   dark  and  light  colors  from  the  color  palette  relating  to  the  growth  and  decline  of   history  and  the  good  and  bad  it  endures  through  the  years.  It  is  a  societal  collection   expressing  cultural  undertones  and  bringing  them  to  life  in  rich  tailoring’s  and   defined  lines,  coming  from  blurred  images  and  muted  tones.  Rich  art  history  will  be   influencing  this  collection  as  well  for  Zara  (Doneger,  2016).  Simplistic  reform  with  a   variety  of  silhouettes  and  fabrics  will  be  the  focal  point  for  Zara  in  Spring/Summer   2017.  Infusing  the  past  present  and  future  into  one  line  will  contrast  where  we’ve   been,  where  we  are,  and  where  we’re  going.  Non-­‐conformist  chic  paired  with  rare     refinement  is  the  overall  trend  of  Zara’s  new  line.          
  • 15. Running  Head:  ZARA     15       III. CONCEPT BOARD Zara is a company known for its conceptual and ever changing apparel and trends. My concept for the upcoming season is going to express the Simple Referendum trend to its fullest. Mixing of the past, present and future to tie into one historical trend blooming over time. Controversial and non-conforming looks will be displayed and attitudes of self-expression through art and music will be portrayed. Examples I have used to inspire from are from WGSN and Doneger, where this trend came from. The patterns using floral as blurred muted tones and dark patterns with self-expression fit well together. Displaying chic looks in fashion, with silky back shadows expresses an air of mystery and curiosity to be found. Use of two strong icons today, Beyoncé and Jay-Z shows the evolution of music into art and artists ability to not conform to a typical stereotype they are expected to. The overall concept is the beauty in the complexity of self-expression and nostalgia of the past while heading forward into the future. IV. COLOR STORY:   Poised plum Refined realism Globally golden Muted marble Simply subtle Straight to the point
  • 16. Running  Head:  ZARA     16   pATTERNS: FABRIC STORY: Swatch Fabric name Fiber content Sustainability Special care vendor Wholesale per yard mesh 100% polyester apparel n/a Morefabrics.com $3.50 jersey poly 65% polyester, 35% rayon Tops, active wear Machine washable Morefabrics.com $3.00 Glowing TO THE NINES Blooming forward American graffiti
  • 17. Running  Head:  ZARA     17   Satin organza 100% polyester Lightweight; Tops, costumes Machine washable Morefabrics.com $2.50 Chiffon (sheer) 100% polyester Lightweight; tops, lingerie, scarves Machine washable Morefabrics.com $2.50 Suede knit 100% polyester Jackets, bottoms Machine wash cold Morefabrics.com $4.00 V. STYle sheets:
  • 18. Running  Head:  ZARA     18  
  • 19. Running  Head:  ZARA     19  
  • 20. Running  Head:  ZARA     20  
  • 21. Running  Head:  ZARA     21  
  • 22. Running  Head:  ZARA     22   VI. 5 key items:
  • 23. Running  Head:  ZARA     23  
  • 24. Running  Head:  ZARA     24   • For  the  first  look,  wide  leg  trousers,  with  a  high  rise  are  paired  with  a   cropped  high-­‐necked  polo.  This  look  will  be  perfect  for  a  casual,  mid  day  get   together,  or  a  day  at  the  park.  This  look  can  suffice  as  casual,  and  can  be   dressed  up  with  a  dressy  trench  coat.   • Look  number  two  consists  of  a  crop  tied  long  sleeve  top  and  fitted  floral  print   skirt.  In  2017,  spring  and  summer  will  accommodate  floral  patterns  and  can   be  complimented  by  other  patterns  that  pair  well  with  it.  Simple,  effortless   feels  are  what  make  up  this  look  and  can  pair  nicely  with  a  dressy  sandal.   This  outfit  is  essentially  wearable  to  any  daytime  appearance. • Look  number  three  accommodates  a  dressier  feel,  with  a  long  jumpsuit  with   a  v-­‐cut.  Paired  with  a  high  collar  bomber  jacket,  it  can  be  simple  and  alluring,   or  edgy  and  daring.  Determining  each  woman’s  preference  on  accessories   and  makeup  can  gage  how  this  look  will  be  seen.  Either  way,  dressed  up  or   down,  this  jumpsuit  will  add  a  trendy  feel  to  any  event. • Look  number  four  features  a  high  waisted  pair  of  pants  with  faded  knees  and   a  sleeveless  cropped  front  lowered  in  back  top.  Pairing  well  with  these  two   pieces  is  a  bomber  crop  jacket.  The  top  features  open  sides  pulled  together   by  elastic  findings.  With  options  of  lush  fabric  and  spectrum  of  colors,  this   simple  outfit  can  be  turned  into  a  statement. • For  the  final  look,  the  simplicity  continues  with  a  single  dress.  Not  needed  to   be  overdone  with  other  pieces,  this  dress  is  a  statement  piece  with  puff   sleeves,  ties  and  a  full  skirt.  The  bodice  creates  a  unique  pattern  and  ties  the   dress  together  well.    For  spring/summer  2017,  this  dress  will  be  a  staple  in   any  woman’s  closet.  
  • 25. Running  Head:  ZARA     25   Retail  planned  purchases  for  the  month  of  May  are  $100,316.  (This  is  my  budget  for   the  Los  Angeles,  California  store  location.)       Retailed Planned Purchases for May 2017– Formulas: Planned Sales $ Monthly  Planned  Sales  ($)=  Last  Years  Monthly  Sales  %  *  Season  Total   i.e.:  Planned  Sales  $  for  May  =  (18%)  *  (310,000)=  $55,800     Retail Stock BOM Retail  Stock  BOM=  Stock-­‐to-­‐Sales  Ratio  for  Month  *  Monthly  Planned  Sale   i.e.:  Retail  Stock  BOM  for  May  =  (2.0)  *  (55,800)=  $111,600     Markdown $ Markdown  $  =  Markdown  %  *  Monthly  Planned  Sales   i.e.:  Markdown  $  for  May  =  (2%)  *  (55,800)=  $1,116  
  • 26. Running  Head:  ZARA     26     Planned Purchases at Retail Planned  Purchases  at  Retail  =  Planned  Sales  $  +  EOM  +  Markdowns  –  BOM   i.e.:  Planned  Purchase  at  Retail  for  May  =  (55,800)  +  (155,000)  +  (1,116)  –   (111,600)=  $100,316     Percent of Initial Markups Percent  of  Initial  Markups=  Retail  Purchases  *  (100%  -­‐  Markup  Percentage)  OR   Retail  Purchases  *  (100%  -­‐  60%)   i.e.:  Percent  of  Initial  Markups  for  May  =  (100,316)  *  (100%  -­‐  60%)=  $40,126.40     EOM EOM=  BOM  $  of  next  month    i.e.:  EOM  for  May  =  $155,000     Total Stock-to-Sales Ratio Total  Stock-­‐to-­‐Sales  Ratio  =  Total  Stock  BOM  /  Total  Sales  OR   Total  Stock-­‐to-­‐Sales  Ratio  =  Value  of  Stock  (BOM)  /  Sales  for  the  same  period     i.e.:  Total  Stock-­‐to-­‐Sales  Ratio  for   EXAMPLE   May  =  (755,470)  /  (310,000)=  2.237           RATIOS The  distribution  for  the  collection  “Simple  Referendum”  is  composed  of  five   different  categories  of  dress.  Tops,  bottoms,  dresses,  jackets  and  another  category   composed  of  one  jumpsuit.  Each  category  is  arranged  according  to  how  many  times   we  see  each  category  appear  in  the  line.  Tops  and  bottoms  both  equally  match  up,   with  Class  1  and  Class  2  at  30%.  This  is  shown  in  the  style  sheets  and  five  key  looks   and  pieces.  Both  tops  and  bottoms  are  interchangeably  used  and  work  cohesively  to   mix  and  match  into  different  key  looks.  At  25%,  dresses  in  Class  3  are  next  in   distribution.  Dresses  in  this  collection  include  two  different  options.  There  is  a   selection  between  the  two  for  a  staple  plain  piece,  and  also  an  intricate  embellished   piece.  Jackets  in  Class  4  are  ranked  at  7.5%.  There  is  only  one  main  jacket  featured   in  the  line  and  can  be  a  staple  piece  as  well,  possibly  paired  with  the  plain  mesh  shift   dress,  or  with  a  dressier  look  such  as  the  satin  jumpsuit.  Finally,  in  Class  5,  the  other   category  is  comprised  of  a  satin  sleevless  jumpsuit  at  7.5%.  This  piece  can  be  a   classic  item  dressed  up  or  down,  depending  on  the  customer  preference.       We  look  at  size  distribution  after  style  distribution  to  determine  the  furthering  of   the  line.  For  pants  and  dresses,  the  sizing  will  be  listed  as  numeric  ratio  wise.  Tops   and  other  pieces  will  be  sized  by  alpha  lettering.  In  the  sizing  chart,  it  shows  XS-­‐ Large  is  the  range  of  demand.  XX=Small  and  X-­‐Large  are  in  less  demand,  being  on  
  • 27. Running  Head:  ZARA     27   opposite  ends  of  the  sizing  spectrum.  Sizing  has  a  wide  spectrum  and  in  the  1950’s,   sizes  ranged  from  8  to  38  with  height  indications  of  tall,  short,  and  plus  (Stampler,   2014).  According  to       STYLE DISTRIBUTION RATIOS CLASS number CLASS PERCENTAGE 1 TOPS 30%   2 BOTTOMS 30%   3 DRESSES 25%   4 JACKETS 7.5%   5 OTHER 7.5%           SIZE DISTRIBUTION (ALPHA & NUMERIC) RATIOS SIZE PERCENTAGE XX-SMALL 8%   X-SMALL 20%   SMALL 25%   MEDIUM 22%   LARGE 20%   X-LARGE 5%     30%   30%   25%   7%   8%   STYLE DISTRIBUTION 1  TOPS   2  BOTTOMS   3  DRESSES   4  JACKETS   5  OTHER    
  • 28. Running  Head:  ZARA     28           SIZE DISTRIBUTION (ALPHA & NUMERIC) RATIOS size percentage 2   30%   4   20%   6   15%   8   15%   10   12%   12   5%   14   3%         8%   20%   25%   22%   20%   5%   SIZE DISTRIBUTION (ALPHA) RATIOS XX-­‐SMALL   X-­‐SMALL   SMALL   MEDIUM   LARGE   30%   20%   15%   15%   12%   5%   3%   size distribution (numeric) ratios size  2   size  4   size  6   size  8   size  10   size  12   size  14  
  • 29. Running  Head:  ZARA     29         This  ratio  is  based  upon  demand  for  individual  colors,  patterns  and  fabrics  by   customers.  The  comparison  of  all  three  against  one  another  helps  to  understand   what  is  successful  in  a  line,  and  what  can  be  lessened  and  not  apart  of  the   merchandising  plan.  Each  of  the  percentages  represent  a  key  part  of  the  line.       STYLE DISTRIBUTION RATIOS (5 KEY ITEMS) CLASS # CLASS PERCENTAGE 1   TOPS   20%   2   BOTTOMS     20%   3   DRESSES   20%   4   JACKETS   20%   5   OTHER     20%     color/pattern/prints ratios color/print percentage straight to the point 17%   poised plum 10%   globally golden 3%   refined realism 6%   muted marble 4%   simply subtle 9%   glowing to the nines 11%   blooming forward 8%   american graffiti 10%   jersey knit 7%   mesh 5%   suede 3%   satin 5%   chiffon 2%   20%   20%   20%   20%   20%   STYLE DISTRIBUTION RATIOS (5 KEY ITEMS) 1   TOPS   2  BOTTOMS     3   DRESSES   4   JACKETS   5   OTHER    
  • 30. Running  Head:  ZARA     30           color/pattern/prints ratios color/print percentage straight to the point 17%   poised plum 10%   globally golden 3%   refined realism 6%   muted marble 4%   simply subtle 9%   glowing to the nines 11%   blooming forward 8%   american graffiti 10%   jersey knit 7%   mesh 5%   suede 3%   satin 5%   chiffon 2%                   17%   10%   3%   6%   4%   9%  11%   8%   10%   7%   5%   3%   5%  2%   color/pattern/prints ratios percentage straight  to  the  point   poised  plum   globally  golden   recined  realism   muted  marble   simply  subtle   glowing  to  the  nines   blooming  forward   american  grafciti     jersey  knit   mesh  
  • 31. Running  Head:  ZARA     31    
  • 32. Running  Head:  ZARA     32                                
  • 33. Running  Head:  ZARA     33           The  purchase  order  above  meets  the  budget  in  one  store,  for  the  month  of  May   2017.  After  calculating  each  garments  total  costs,  the  total  amount  spent   for  the  month  of  May  for  5  key  garments,  is  $100,217.87    out  of  $100,316  that  was   available  for  planned  retail  purchases.  With  this,  $98.13  will  be  left  over  from  the   purchase.                      
  • 34. Running  Head:  ZARA     34   Store layout planogram
  • 35. Running  Head:  ZARA     35  
  • 36. Running  Head:  ZARA     36   window display              
  • 37. Running  Head:  ZARA     37   PLANOGRAM & WINDOW DISPLAY EXPLANATION The  store  layout  for  Zara  is  featured  around  my  ten  items  within  the  Simple   Referendum  line  for  Spring/Summer  2017.  This  line  is  composed  of  tops,  bottoms,   jackets,  dresses  and  jumpsuits.  This  specific  storefront  and  floor  plan  is  for  the  Los   Angeles  location  and  is  perfect  for  downtown  convenience  and  open  space.  With  my   trend  research  for  this  area  and  target  customer,  I  have  found  Zara  has  a  high   following  in  California,  Los  Angeles  especially.    The  planogram  is  arranged  by   ascending  color  tones  in  the  style  lines.  Longer  pieces  are  found  located  on  the   bottom,  while  smaller  items  such  as  jackets  and  shirts  are  located  towards  the  top.   The  dresses  come  in  four  different  color  tones  and  are  all  located  in  the  same  area.   Overall,  the  planogram  represents  organization  in  respect  to  color  spectrum  and   similar  items.  The  caged  appearance  is  a  simple  chic  look  with  minimal  appeal,  to   draw  more  attention  to  the  clothing.  The  minimal  aspect  drives  the  planogram   inspiration.     Storefront  shares  a  simplistic  chic  vibe  as  well.  Marble  fronts  are  paired  with  large   window  fronts  and  mannequins  in  the  windows.  Three  outfits  are  featured  under   aerial  lighting.  Each  outfit  was  chosen  from  the  lines  five  key  items  and  can  all  be   interchanged.  That’s  the  appeal  of  the  line;  one  item  can  be  worn  interchangeably   with  one  another.  The  simple,  yet  edgy  tones  are  great  for  the  spring  and  summer   months  looking  effortless  and  cool.    Each  mannequin  is  featured  in  the  window  with   labels  as  to  what  they  represent.  Both  life-­‐size  mannequins  and  stool  mannequins   are  featured.  Zara’s  simple  chic  logo  is  featured  on  the  sign  above  the  doors.  This  
  • 38. Running  Head:  ZARA     38   line  is  a  simple,  edgy  take  on  refined  tones  and  fabrics.  The  storefront  and   planogram  arrangement  displays  the  minimalistic  vibe  and  style.                                                        
  • 39. Running  Head:  ZARA     39     References Chiffon  Beige  Width  58/60 .  (n.d.).  Retrieved  February  18,  2016,  from     http://morexfabrics.com/chbewi58.html     Doneger  Creative  Services.  (n.d.).  Retrieved  February  18,  2016,  from     http://www.donegercreativeservices.com/en/concept_ss17.htm#Reformati   on     Doneger  Creative  Services.  (n.d.).  Retrieved  February  18,  2016,  from     http://www.donegercreativeservices.com/en/ss17-­‐   reformation_142168.htm     Doneger  Creative  Services.  (n.d.).  Retrieved  February  18,  2016,  from     http://www.donegercreativeservices.com/en/ss17-­‐r   eformation_142595.htm     Doneger  Creative  Services.  (n.d.).  Retrieved  February  18,  2016,  from     http://www.donegercreativeservices.com/en/ss17-­‐   reformation_142615.htm     Google.  (n.d.).  Retrieved  February  18,  2016,  from     https://www.google.com/search?espv=2     Grupo  Inditex.  (n.d.).  Retrieved  February  04,  2016,  from     https://www.inditex.com/en/investors/investors_relations/annual_report     How  does  Zara  manufacture  clothes  so  fast?  (n.d.).  Retrieved  February  04,  2016,     from  https://www.quora.com/How-­‐does-­‐Zara-­‐manufacture-­‐clothes-­‐so-­‐fast     Jersey  Poly/Ray  White.  (n.d.).  Retrieved  February  18,  2016,  from    
  • 40. Running  Head:  ZARA     40   http://morexfabrics.com/jepobwhbwi58.html     Lenzing  Color  Trends  Spring/Summer  2017.  (2015).  Retrieved  February  18,  2016,     from  http://www.fashiontrendsetter.com/v2/2015/11/28/lenzing-­‐color-­‐ trends-­‐springsummer-­‐2017/   Median  Income.  (n.d.).  Retrieved  February  18,  2016,  from   http://maps.latimes.com/neighborhoods/income/median/neighborhood/lis   t/   (n.d.).  Retrieved  February  18,  2016,  from     http://fashionista.com/2016/02/barneys-­‐spring-­‐   2016-­‐campaign-­‐lady-­‐gaga     (n.d.).  Retrieved  February  18,  2016,  from  http://fashionista.com/2016/02/the-­‐   row-­‐fall-­‐2016     (n.d.).  Retrieved  from     http://web.a.ebscohost.com/bsi/pdfviewer/pdfviewer?vid=20&sid=672e7a 76-­‐1495-­‐4c67-­‐a853-­‐98a58bd37e47@sessionmgr4005&hid=4209     (n.d.).  Retrieved  February  04,  2016,  from     http://www.forbes.com/sites/gregpetro/2015/07/23/the-­‐future-­‐of-­‐ fashion-­‐retailing-­‐revisited-­‐part-­‐2-­‐zara/#678ccd5d13cc     (n.d.).  Retrieved  February  18,  2016,  from   https://www.glassdoor.com/Job/los-­‐angeles-­‐   graphic-­‐designer-­‐jobs-­‐SRCH_IL.0,11_IC1146821_KO12,28.htm     (n.d.).  Retrieved  February  18,  2016,  from     http://www.wgsn.com/content/board_viewer/#/59276/page/11    
  • 41. Running  Head:  ZARA     41    (Rep.).  (n.d.).  Retrieved  from  [Scholarly  project].  (n.d.).  Retrieved  from     http://economics-­‐ files.pomona.edu/jlikens/SeniorSeminars/Likens2013/reports/inditex.pdf     (Rep.).  (n.d.).  Retrieved  from     http://web.a.ebscohost.com/bsi/pdfviewer/pdfviewer?vid=7&sid=8675a8d 4-­‐5169-­‐44eb-­‐a951-­‐58fc33a3564e@sessionmgr4002&hid=4209     Satin  Organza  D#G05016  Burgundy  Width  58/60"  (n.d.).  Retrieved  February  18,     2016,  from  http://morexfabrics.com/saorbu1058.html     She  is  Man  Repeller.  (n.d.).  Retrieved  February  18,  2016,  from     https://www.pinterest.com/lyamaazimova/she-­‐is-­‐man-­‐repeller/     SIZE  GUIDE  WOMEN.  (n.d.).  Retrieved  March  01,  2016,  from     http://www.zara.com/ie/en/category/400009/product/3154067/size-­‐   guide     Suede  Knit  Solid  Black  Width  58/60"  (n.d.).  Retrieved  February  18,  2016,  from     http://morexfabrics.com/suknsoblwi58.html     The  24  Hottest  Brunch  Spots  in  Los  Angeles,  February  2015.  (2015).  Retrieved     February  18,  2016,  from  http://la.eater.com/maps/brunch-­‐heatmap-­‐los-­‐ angeles-­‐february-­‐2015-­‐map-­‐guide     Uniqlo  vs  Zara  vs  H&M  vs  the  world  of  fashion  retailing  -­‐  Re-­‐Tales  by  Amit  Bagaria  |       ET  Retail.  (n.d.).  Retrieved  February  04,  2016,  from     http://retail.economictimes.indiatimes.com/re-­‐tales/uniqlo-­‐vs-­‐zara-­‐vs-­‐h-­‐m-­‐ vs-­‐the-­‐world-­‐of-­‐fashion-­‐retailing/91     When. (n.d.). Retrieved March 17, 2016, from http://time.com/3532014/women-clothing-
  • 42. Running  Head:  ZARA     42   sizes-history/ With  an  Evolutionary  Approach,  Uniqlo  Aims  to  Create  New  Category.  (2013).     Retrieved  February  04,  2016,  from   http://www.businessoffashion.com/articles/intelligence/with-­‐an-­‐ evolutionary-­‐approach-­‐uniqlo-­‐aims-­‐to-­‐create-­‐new-­‐category     Yelp.  (n.d.).  Retrieved  February  18,  2016,  from     http://www.yelp.com/search?find_desc=Architecture  Firms     11  fashion  bloggers  in  LA  every  fashionista  should  follow.  (n.d.).  Retrieved  February     18,  2016,  from  http://www.timeout.com/los-­‐angeles/shopping/11-­‐fashion-­‐ bloggers-­‐in-­‐la-­‐every-­‐fashionista-­‐should-­‐follow     Zara  -­‐  Google  Search.  (n.d.).  Retrieved  February  18,  2016,  from     https://www.google.com/search?q=zara     Zara.  (n.d.).  Retrieved  February  04,  2016,  from     http://zarafashion2013.wix.com/zara#!competitor-­‐analysis/c14m9     Zara's  Organizational  Structure.  (2009).  Retrieved  February  04,  2016,  from     https://tortora.wordpress.com/2009/11/18/zara’s-­‐organizational-­‐   structure/     Zara  Success  Story.  (n.d.).  Retrieved  February  04,  2016,  from     http://successstory.com/companies/zara     Zara tumblr - Google Search. (n.d.). Retrieved April 20, 2016, from https://www.google.com/search?q=zara tumblr