Zaraa

New Collection Launch | Marketing Plan
22.10.2009
SITUATION ANALYSIS
Zara Brand Wheel
Fashionable clothes
Varied assortment
Trendy colors
Feminine cuts
Fashionable product lines for moderate costs

Customer-centered business
Runway trends adapted for the streets
Fashion-oriented woman
Brand Trendy in every situation
Essence Feeling good about looking good
Fashion - friendly
Feminine
Hot and trendy
High-Street Fashion
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
Store
Teams
Customer
Logistics
Design/
Production
Customer
Main driving force behind the Zara brand.
Starting point for all Zara activities

Customer
Lead role in:
Store design
Production
Logistics
Team
s
Store
Meeting point between the customer and

Store the Zara fashion offer.
1,520 stores collect information regarding

customer demands.
New products introduced twice a week.
Top locations 17 visits / year / customer
Meticulously designed shop windows
Maximum attention to interior & exterior

architechtual design
Appropriate coordination of garments
Excellent customer care
Design & Production
Inspiration comes from the street, music, art

but above all, the store.
Proximity of production facilities
Immediate reaction to trends.
Continuous work for all teams.
Managers teams customer demand

forms, designs, fabrics, compliments
1,186 suppliers, 200 desginers

Design/
Production
Logistics
Highly frequent and constant distribution

permitting the offer to be constantly
renewed.
697 million garments distributed

5,000 employees at logistics centers
Designed with maximum flexibility.

Logistics
Customer oriented.
24h receiving order to store delivery (Europe)
Designed to absorb growth for next years.
18% annual discount rates.
Teams
Teams with vast sales knowledge geared to

towards the customer.
Teams 89,112 professionals
Customer oriented.
Make the stores a pleasant environment.
Apply corporate, social & environmental

responsibility in day-to-day work.
Zaras Performance
159 store
openings in 2008
Brand Value: 1,530 4 new countries

$ 8,609 M stores in 2008
Sales
73
6,824 ZARA countries
Million
14
The Industry
High street fashion brand
Industry trends Democratization of luxury
Inclusiveness
Street trends
Designer houses
Key success factors Differentiation & individualism
New fashion consumer
Customer Focused Product Development
Saturated industry
Need to increase
brand value
Responding to current
industry trends
Identifying the need for the

product in the market
A full-shaped body is a beautiful body
Customer Focused Product Development
Market entry barriers Saturated industry

Design challenges Need to increase
brand value
Existing customer reactions Responding to current

industry trends
Fat is not fashionable Identifying the need for the

product in the market
Challenges Opportunities
Consumer Analysis
Todays fashion consumer:
More choice, more educated, more savvy & demanding
New breed of shoppers

Loyalty, variety, freshness
Fashion Consumer Behavior Analysis
Interest Gives pleasure & enjoyment
Means of self-expression
Involvement
Emotions
Behavior
Interest Purchasing experience
Fun, fantasy, social or emotional

Hedonics
gratification
Involvement
Emotions
Impulse buying
Behavior
Interest Importance:
Consumers attach meaning to their
clothes
Hedonics
Role of fashion in society
Involvement Drivers:
Individual motives
Projecting a desired self-image
Emotions Linked to personal values & needs:

Express and communicate value
Values guide consumer behavior
Types of values: personal, economic,
aesthetic
Behavior
Interest Positive vs. negative

Shorter decision times
More impulse buying
Hedonics
A feeling of being unconstrained
Desire to reward oneself
Involvement
How to generate positive emotions?
Use the retail environment to positively
influence moods:
Emotions suitable layouts
colors
effective sales personnel
emotionally uplifting atmosphere
Behavior Impulse buying
Interest Impulse buying
Fashion oriented: strongly oriented to

Hedonics
fashion involvement: providing sensory or
experiential cues of fashion products.
Involvement
Created by the symbolic interactions of
the product & the consumer emotional
experiences
Emotions
Need to understand impulse buying
behavior for fashion products from an
experiential perspective = guidance in
developing strategies
Behavior
Plus Size Consumer Analysis
1 in 3 women are unhappy with the way clothes fit them
14 12 8 16 10 18 6 22 20 24
confident unconfident
Plus Size Consumer Behavior
Psychosocial
Attribute consequence
Plus size Feel more
product attractive
Functional Values
consequence Self-esteem
Cut fitting the
body shape
Self esteem: important motivation driver for consumption
Consumers tend to assign their own meanings to clothes.
Clothing: overt consumer behavior
Market Analysis
Market Share 120

100
100
15% 80 76
60
Petite
Plus Size 40
25%
60% Normal
20
0
Size
2006 2012
Segment growth: 40% increase by 2014.

Only 5% of retail space is dedicated to the +size products
Types of Competitors
1 Dedicated Ranges
2 Extension of Size Ranges
3 Designer Boutiques
4 E-commerce
New Line Positioning
High Fashion
Boutiques
Zara
Torrid
H&M
Low High
Price Price
M&S Charming Shoppers
1 Dedicated Ranges
2 Extension of Size Ranges
Junonia 3 Designer Boutiques
4 E-commerce
Low Fashion
Differentiation
Brand awareness New in this segments

Brand loyalty More experienced
competitors
Size & growth Lack of e-commerce
High fashion for modest prices
Strengths Weaknesses
Market & Consumer Research
General objectives
Develop a consumer focused product line and marketing strategy
Reinforce customer focus as the key driver of the Zara brand
Specific objectives
Strategically segment the market
Visualize the impact of the new line
Integrate consumer input into development

Strategically plan the integration of the new line within the existing business
model use core competencies & reinforce brand values with a new twist
Consistent with our current approach
Market & Consumer Research
1 2
Qualitative Quantitative
Goals: Insights into the mind of Goals: Gather data on consumer
the consumer attitudes, past behaviors, intended
Focus Group behaviors
new product idea & concept Warning: limited applicability, short
exploration development cycles
gain more insights into our
Test both the future target consumers&
product positioning
existing ones
test communication strategies
Secondary research
Test marketing
Test product attributes in terms Integrate consumer input into product
of fit, cuts, colors, development
communication & marketing Post-purchase evaluations
strategy
2
MARKETING FOCUS
Strategic Marketing Objectives
Overall marketing objectives: increase

customer equity
Increase consumer satisfaction, decrease

dissatisfaction of the plus size consumer
Increase purchase frequency among

plus size customers
Continue to grow by extending the Zara

fashion brand
Increase brand awareness and favorable
attitudes among consumers
Zara for every woman STP
Plus size, full shape body women
Clothes that fit their body shape and

make them look beautiful
Main Demogra Psychogra Benefits

segment phics phics sought
Aged 18-40 Interested in fashion trends

Work in big cities / pursuing Conscious about their looks
higher-level education Enjoy shopping and socializing
Mid-range income Hectic lifestyle
Zara for every woman Positioning
The only true fashion

brand that thinks about
Fast high fashion at
your body shape,
affordable prices
respects it and designs
especially for it
MARKETING STRATEGY
Integrated Marketing Communication Strategy
Holistic approach
Price
Product
Customer
-focused
Place
Promotion
Customer-focused Product
Feel product. High involvement
1) Back to the drawing board

Design products that complement
the full body shape
Incorporate consumer feedback on
most salient attributes
2) Product symbolism
Zara knows my body shape
I look good in Zara clothes
I feel beautiful
Customer-focused Product
Feel product. High involvement
3) Colors and material

Important choice for perceived quality
of the products
Differentiate Zara from competitors
Bring a fresh look to the plus size
segment
4) The ZARA label

Feed on the existing Zara name and
values associated with the brand
Aim at customer loyalty
Still away from the competitors the
variety-seeking customer
Holistic approach
Price
Product
Customer
-focused
Place
Promotion
Promotion Strategy
Main communication objectives
Inform about the new line
Create positive emotions in
connection to the new line
Generate consumer interest and
Above-the-line: purchase intentions
Print advertising
Bellow-the-line:
Brand communication
PR
Internet
Events
Media cooperation
Advertising Strategy
Consistent with
current strategy
Less is more
Main
communication
message
USP: The only true fashion brand to

Support line launch only
consider your body shape
with print advertising
Emotional appeal
Advertising Idea Generation
Advertising Positioning Formula
For the full body shape woman, Zara

Target consumer Brand name
is the fashion expert for your wardrobe
Brand character Product / Competitive Frame
that helps you look the best you can because
Brand promise
it takes the high fashion trends and adapts them for the REAL you
Support
Advertising Creative, Production & Placement
High fashion look

Full shape body model
Body shape revealed: curved lines should not be hidden
Metaphor: dominance, power of the portrayed women
Periperal cue: released sexuality , element of surprize
Ad tonality
Ad placement
Ad format
Curvy is the new black
Ad tonality
Ad placement
Ad format
Double page spread
Minimum copy
Zara logo
Ad tonality
Ad placement
Ad format High fashion monthly magazines:
Vogue, Marie Claire, Harpers
Bazaar
Fashion monthly magazines:
Glamour, InStyle, Joy, Petra
Independent magazines:
WAD, Pool
Curvy is the new black
by ZARA
Below-the-line Campaign
Brand
PR Internet Event
COM
CSR: design competition for

fashion students
Possible media cooperation

with reality shows such as
Project Runway
Goal: promote inclusiveness

and individualism
Brand
PR Internet Event
COM
Efficient product placement in

magazines
Editorial coverage without advertising

expense
Goal: make a sincere proposition to the

REAL woman, use the journalist as an
expert source to build brand trust
Tool: PR lookbook
PR Lookbook
PR Lookbook
PR Lookbook
Brand
PR Internet Event
COM
Use the website as a main

communication channel
Feature the CSR initiative to build
awareness
Feature viral videos
Include advices on different body
shapes and product cuts
Use the online communities to reach
the hip, young, tech savvy women
Brand
PR Internet Event
COM
Line launch event in 3 key

stores in Europe: Madrid,
Milan, and London
Theme: Zara celebrates

diversity with a new line
Goal: offer the real

experience of the brand and
what it stands for
Holistic approach
Price
Product
Customer
-focused
Place
Promotion
Pricing Strategy
The new line is more inclusive, and not

exclusive: Follow the brand pricing
strategies
Affordable prices, good quality
No deviation from what Zara is as

brand: consistency across lines
Holistic approach
Price
Product
Customer
-focused
Place
Promotion
Distribution Strategy
The store as an important Store atmosphere

communication channel Zara typical store layout, wide open
Consistent and strong store spaces
image, high store loyalty Create enjoyment of shopping in the
Point of interaction with the store(positive emotions |
clients: store staff gathering comfortable feeling | impulse buying
important feedback, taking | spending more than planned)
the pulse of the market Line having its own section in the
store, consistent with current store
space distribution
4
IMPLEMENTATION AND
EVALUATION
Implementation Roadmap
Jan Feb Mar April May June July Aug Sept Oct Nov Dec
Website
Development
PR Toolkit
production
Campaign
production
Product launch
/ Event
Interactive
launch
Ad campaign
Media
cooperation
PR support
Evaluation
Thank you for your attention!

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New Collection Launch | Marketing Plan

Fashionable product lines for moderate costs

Main driving force behind the Zara brand.

Starting point for all Zara activities

Meeting point between the customer and

1,520 stores collect information regarding

New products introduced twice a week.

Top locations 17 visits / year / customer

Meticulously designed shop windows

Maximum attention to interior & exterior

Appropriate coordination of garments

Excellent customer care

Design & Production

Inspiration comes from the street, music, art

Proximity of production facilities

Immediate reaction to trends.

Continuous work for all teams.

Managers teams customer demand

1,186 suppliers, 200 desginers

Highly frequent and constant distribution

697 million garments distributed

Designed with maximum flexibility.

24h receiving order to store delivery (Europe)

Designed to absorb growth for next years.

18% annual discount rates.

Teams with vast sales knowledge geared to

Teams 89,112 professionals

Make the stores a pleasant environment.

Apply corporate, social & environmental

Brand Value: 1,530 4 new countries

Industry trends Democratization of luxury

Key success factors Differentiation & individualism

New fashion consumer

Identifying the need for the

A full-shaped body is a beautiful body

Market entry barriers Saturated industry

Existing customer reactions Responding to current

Fat is not fashionable Identifying the need for the

More choice, more educated, more savvy & demanding

New breed of shoppers

Interest Gives pleasure & enjoyment

Interest Purchasing experience

Fun, fantasy, social or emotional

Emotions Linked to personal values & needs:

Interest Positive vs. negative

Behavior Impulse buying

Interest Impulse buying

Fashion oriented: strongly oriented to

1 in 3 women are unhappy with the way clothes fit them

Self esteem: important motivation driver for consumption

Consumers tend to assign their own meanings to clothes.

Clothing: overt consumer behavior

Market Share 120

Segment growth: 40% increase by 2014.

2 Extension of Size Ranges

2 Extension of Size Ranges

Junonia 3 Designer Boutiques

Brand awareness New in this segments

Size & growth Lack of e-commerce

High fashion for modest prices

Reinforce customer focus as the key driver of the Zara brand

Visualize the impact of the new line

Integrate consumer input into development