This document provides a proposal for a digital publishing project focused on a website redesign for the fashion brand Zara. It includes a brand analysis of Zara, outlines for the site design and layout with sections like "Editorial" and "Homepage", profiles of target customers like student Lara, concepts for photo shoots including coats/jackets and boots, and plans for the color palette, hair/makeup, model, and trend report. The goal is to capture Zara's minimal, tailored aesthetic and provide fresh, on-trend fashion designs for loyal customers seeking affordable styles.

1. DIGITAL
PUBLISHING
FMS 503
LEVEL 5
PRODUCTION
PROPOSAL
JESSICA GREENFIELD

2. BRAND ANALYSIS
Zara is a fast fashion high street brand, whose ethos is to have affordable
fashion, and a rapid response to the high market demand of the loyal
customers. The company manage to alternate stock every two-four weeks,
which is a major turnover for a high street store. I have chosen Zara as my
design concept as I love the minimal and tailored aesthetics of both the
clothing and the website layout.

3. SITE DESIGNANALYSIS – ECOMMERCE
For the digital element of the website, I will be following the same layout as
the original Zara website, as I want it to remain the fresh, clean finish that the
brand is renowned for. I will create an ‘EDITORIAL’ tab for my five editorial
images, that can be found on the left hand navigation bar. The images will be
presented in a blog style format, with a mixture of some of the shots being
portrait and landscape. A few GIFs will also be placed in between the images,
to break the page up slightly. The main editorial image will feature on the
homepage to lure the customer in. The fonts will be black and white, with the
main tabs in capital letters and bold Helvetica, and other writing in lowercase
Helvetica regular.
HOMEPAGE
EDITORIAL

4. INDIVIDUAL BUYER
NAME: Lara
AGE: 22
GENDER: Female
LOCATION: London
INTERESTS: Travelling, art, fashion conscious, always likes to look on trend,
photography, reading magazines such as Dazed.
AREA OF WORK: Fashion Student
SPENDING HABITS: Likes high street brands, affordable fast fashion for a
tight student budget. She is a loyal Zara customer, and probably enters the
store once/twice a week. The store is perfect for her androgynous style.
CUSTOMERPROFILE

5. -AGE GROUP: 18-40 YEAR OLDS
-A LOYAL CUSTOMER, ENTERS THE STORE ONCE/TWICE A WEEK
-CUSTOMERS THAT ARE DEDICATED TO THE LATEST FASHION
-PEOPLE WITH A CREATIVE ATTITUDE AND CHAOTIC LIFESTYLE
-LIKES A TAILORED, CHIC AND ANDROGYNOUS STYLE
Zara caters for both smaller sizes and plus-sized customers, people who are
interested in the latest fashion trends and want fashionable, on trend
garments at affordable prices. With a large age range to suit all, there are two
different brands to section the age difference. The Trafaluc (TRF) section is
aimed mainly at teenagers, with an edgier style, compared to the classic Zara
Woman brand.

6. SHOOT CONCEPT
Zara’s editorials are highly fashion conscious, and seasonally on point. I am
planning on creating an Autumn/Winter 2016 trend, inspired by different
textures of woollen coats and fur/leather jackets, along with a shoe editorial
of pointed black boots. As the target market want fresh designs, I will pick
out items from the brand itself that are sharp, tailored, clean cut and
minimal, taking inspiration from the androgynous style.
LOCATION:
- Coat & jacket editorial- on location.
- Dreary, dull setting, grey concrete and brick walls a run down
area.
- Vibrant contrast between textures and colours of garments.
- Shoe editorial- studio, grey and white colourama.
- Props- white boxes and green plants.
COLOUR PALETTES
- Neutral tones
- Green plants
- Monochrome

7. HAIR & MAKE UP
- Dishevelled hair
- Natural colour
- Wavy
- Middle parting
- Natural make up
- Glowing
- Pale complexion
- Tinted moisturised lips
MODEL
- Tall
- Slim
- Masculine
features
- Chiselled
jawline
- Clear skin

8. STYLE & POSES MOODBOARD

9. STILL LIFE

10. SHOE EDITORIAL

11. TREND REPORT
- Culottes
- Woollen Coats
- Fur/Leather Jackets
- Pointed shoes