1. BA (Hons) Fashion Marketing
Futures and Innovations
Fashion Technology Proposal
Unit Code: FU001433
Unit Leader: Sharon N.Hughes
Student ID: 15443764
Figure 1. Zara’s Cover Page (2017)
Figure 2. Zara’s Cover Page (2017)
2. I, 15443764, certify that this is an original and
individual piece of work and that no part of this report
has been written by anyone else; I have acknowledged
(appropriately referenced using the Harvard
Referencing system) all sources and citations; no
section of this report has been plagiarised; this work
has not been submitted for any other assessment.
2 Figure 3. Zara Background (2017)
This marketing report is a proposal for Zara to remain relevant in
today’s digital environment. It aims to create a state-of-art in-store
consumer experience through Omni-channel retail to enhance
customer experiences. Zara’s main goal is to satisfy customer’s
demands where they offer consumers quick and convenient
access to their merchandise.
Under the fast-pace environment with people’s rapid move in
thinking, action and decision-making, the adoption of rejuvenated
and innovative structure is fundamental for company like Zara so
that they can meet their consumer’s expectation.
As Zara has always been the leader of fast fashion and keeping
up with the latest technology, the company is going to bring the
‘Facial recognition payment’ to the store where a simple face scan
would be all they need when they shop.
The research starts from the brand brief delivering the market and
technology research. It also provides a situation analysis and
competitor analysis to look at the current position and market
situation and to identify any problems that Zara has. Moreover,
consumer research outlines the targeted segmentation and
detailed pen portraits are carried out. This report also indicates
the marketing communication plans as well as showing a KPI
monitoring of the project
Figure 4. Zara Executive Summary Page (2017)
MARKET AND TECHNOLOGY RESEARCH
4 Figure 5. Content Page (2017)
6. Zara is a Spanish clothing and accessories retailer which is based in Arteixo,
Galicia. It is a subsidiary of Inditex and it refers to its business model as a form
of assimilating quality designs into creativity for the purpose of responding to
the consumer demands of the market. Through the “fast fashion” model, Zara
has managed to attract a huge customer base by offering top of the range
fashionable clothing to millions across the globe (Tungate, 2012). Zara works
with its retail chain to ensure that their designs are quickly translated into
products; the products are in turn made available to the retailers within the
shortest time possible from commencing of the designs (Barnes & Lea-
Greenwood, 2006). It is with this notion that Zara has been able to outperform
main luxury competitors in the fashion industry by ensuring that they cut down
on traditional costs so as to pass over the beneﬁts to the end consumer.
Figure 7. Zara Brand Brief (2017)
7. Zara has stated in their
mission statement that
bringing attractive and
responsible fashion as well as
i m p r o v e t h e q u a l i t y o f
customer service are their
Figure 8. Zara Mission Statement (2017) 7
8. The concept is proposed to enhance the engagement between Zara
and consumers. The company is always known for their long queues
not only for the ﬁtting rooms but also for their checkout process.
Customer’s satisfaction is crucial especially in a competitive
marketplace where business compete for customers. It is stated that
70% of the UK customers have clariﬁed they were unlikely to return
to a store if they were made to wait in a long queue and they have
given up trying to make a purchase because of long queues.
Moreover, Zara has already introduced their ﬁrst ever checkout kiosk
earlier this year therefore by introducing the face recognition
payment will further enhance the existing technology that Zara
already had. It aims to provide an extraordinary experience that Zara
has ever given.
Figure 9. Rationale Page (2017)8
9. Zara has always been the leader of fast changing
fashions and is currently the world’s largest apparel retailer.
The company has the ability to generate quick turnover of
merchandise in the stores and to distribute the latest ideas
in the right place and at the right moment. Hence, that’s how
they managed to nurture an intimate relationship with its
Figure 10. Current Zara (2017)
Figure 11. SWOT Analysis (2017)
Figure 12. SWOT Analysis (2017)
This analysis portrays Zara’s current situation within their market and it shows from the
SWOT analysis that Zara has a strong position in the market due to it’s supply chain.
However, the weaknesses for Zara would be the in-store customers experiences due
to high demand of customers but lack of staffs to reach every individuals. Moreover,
due to economic downturn it can become a threat for Zara’s target segment.
The company does not outsource its manufacturing process
because they want to take fully control of their own production.
The latest styles are normally available in the store for sales
within two to four weeks. However, at the same time if a product
is not selling well, it will be pulled out from the stores
Zara has differentiated itself from it’s competitors as it does not
do as much marketing as the rest of the competition. The
company would rather invest the money in opening new stores
than put it in advertisement. In fact, Zara relies on the word of
mouth advertising more than anyone does.
Zara operates its business worldwide and has enormous reach
with stores in 88 countries and Zara’s supply chain provides
them a competitive advantage. Most of the Zara stores are
owned by the company and are not a franchise and this allows
Zara to keep the shopping experiences at Zara intact in
anywhere. They keep the design of the stores consistent where
they are all spacious, modern in look with walled mirrors and it is
designed by Zara’s decoration team.
Zara’s unique selling preposition is to keep up with the latest
trends and create it with an affordable price to meet the demand
of the market. Even though, some Zara stores can be considered
Figure 13. Zara’s 4Ps (2017)
Figure 14. Zara’s 4Ps (2017)
11. Looking through the fashion industry, the position of Zara
against their competitors in the high street retail industry shows
them as having the latest and innovative products range among
competitors. To compete with those potential marketing
competitors, Zara uses it’s own supply chain in order to deliver
the latest fashion trends with the quickest speed but affordable
price to the consumers. Zara also uses it latest technology in
order to stand out and secured its place in the market.
PESTLE ANALYSISPOSITIONING MAP
Figure 15. Zara’s Today (2017)
Figure 17. Zara’s PESTLE (2017)
Figure 15. Zara Current Positioning Map (2017)
Figure 18. Zara’s PESTLE (2017)
12. TECHNOLOGY RESEARCH
Zara does not only keeping up with the latest fashion trends but also correspond with the current relevant
technology such as the Radio Frequency Identiﬁcation Technology (RFID) that they have been developing for ﬁve
years. With the RFID system, it encodes each garment at manufacturing which allows the company to track items
across the countries instantly. Thus, it can also notiﬁed Zara to keep an eye when a garment is about to go out of
stock in any location and ensure to produce the most in demand promptly to customers. (inditex.com,2017)
They have also working on the digital tags and interactive ﬁtting rooms which will gives customers information in a
more visual and attractive way. The purpose of interactive ﬁtting room is to reduce customers waiting time, as they
would no longer need to leave the ﬁtting room to ﬁnd the items.
Figure 19. RFID (2017) Figure 20. RFID (2017)
13. In 2016, Zara has taken a new step toward integrating shopping online and in-store by launching their mobile payments. The app called ‘InWallet’, where
customers can simply link their credit cards to their login accounts in order to make any payments. One of the beneﬁts of this mobile payment is, it integrated
the management of online and ofﬂine purchase receipts as it will automatically saved to individual’s account and customers are accessible to it at all times.
Furthermore, because of this, Zara has become the ﬁrst in Inditex brand to eradicate physical paper receipts in stores. (inditex.com,2017)
Figure 21. ZARA HomePage (2017) Figure 22. ZARA Wallet (2017)
Figure 23. ZARA Receipt (2017)
14. Besides, Zara has tested out their quick check-out registers which helps to reduce the waiting time for
checkout and customers can use these registers to perform a quicker purchase by themselves. Hence,
further enhancing the quality of Zara’s customer service, the company has also introduced their ﬁrst
ever-self checkout this year and there was no individual scanning required. Customers can simply stand
by the kiosk and it will pick up what you’re holding wirelessly and add it all into your virtual basket on the
screen in front of you. (inditex.com 2017)
Figure 25. ZARA Self CheckOut (2017)
Figure 24. ZARA Self CheckOut (2017)
Figure 26. ZARA Self CheckOut (2017)
Figure 27. Innovative Customer Service (2017)
15. A survey has been created as part of the primary research in order to get an insight of this report.
There are 55 people who have participated in it and most of them are in the age group between
18-30 and they are familiar with Zara. Customers in Zara has stated that they think they have
spent more time in the queue for checkout than actually shopping in the store and this is also one
of the main problem of Zara facing. Moreover, some of them even said sometimes they would just
give up and leave the store because they are fed up with the long wait.
Even though, Zara has introduced their self-checkouts earlier this year but surprisingly there are
number of people would still prefer the traditional methods check out than the self-checkouts.
Moreover, one of the staffs has also mentioned the feedback of the self- checkout was not very
optimistic and has actually increased their workload. Some of the customers have stated they
would not use it again and this is due to the frustration of complex system.
Figure 28. Surgery Q1 (2017)
Figure 29. Surgery Q2 (2017)
Figure 30. Surgery Q3 (2017)
16. Figure 31. Surgery Q4 (2017)
Figure 32. Surgery Q5 (2017)
Figure 33. Surgery Q6 (2017)
Figure 34. Surgery Q7 (2017)
17. Increase the return rate of existing consumers by 10% over
the 3 months post launch1.
To increase the percentage of millennials shopping at
Zara, by 15% in 4 months when the face recognition
payment being live.
To increase the number of Zara’s account and Zara App
downloads by 10% over the 3 months post launch
3. To shorten the whole payment process by an average of 1
minute within 3 months post launch
Account & App
Figure 35. Objectives Page (2017)
18. Zara knows its target market very well and in the age group of 18-40. Most of them are young and
fashion conscious where they will keep up with the latest fashion trends. As Zara offers a large range of
products, therefore customers is either shopping for themselves of even for their children.
According to Mintel, queuing at tills is a big issue
for shoppers when they shop in store and retailers
should look up ways to speed up the process by
introduce some self-services tills where it can gives
customers an option to use. (academic.mintel.com,
Besides, it also indicates 44% of millennials have
agreed that they are more likely to want to pay at a
self-service station than traditional payment
methods and they would prefer shopping at retail
stores that offer self-service checkout options.
Shoppers want a quick and easy checkout process
and this leads to the growing use of contactless
payment. Hence, consumers across all age groups
and gender are interested to see more digital
screens and new technology in store. Mintel
illustrates consumers do not mind technology
replacing human interaction as long as the
processes are quicker and easier for the shoppers.
Figure 36. Consumer Research (2017)
19. Millennials is well known of the ability and adoption towards the use and apply in different
technologies. Hence, their demands for up-to date technology are also putting pressure on companies
to change and advanced their technology solutions in order to improve the efﬁciency. (McAvoy,2017)
Moreover, this generation will turn to their devices to meet all their needs and it is stated that they are
plugged into their devices and are disrupting traditional purchasing patterns. Hence, they would want
to be able to make purchases, use social media, socialising with friends, do any online research and
ever pay for their products using their mobile devices. (Forbes.com,2017)
Furthermore, by improving the payment experience through self-checkout kiosks and advanced digital
payment technologies is essential to keep the millennial shopper as they have started to turn their
mobile device into a handheld wallet. However, retailers must keep in mind that they are able to
provide a streamlined and user-friendly system and process in order to retain the millennial
Tamara Sender, who is a senior fashion analyst has stated that “The most successful fashion retailers will be
those that use the latest technology cleverly to enhance the shopping experience” (academic.mintel.com,2017)
Moreover, as online shopping becomes more prevalent therefore retailers are working on another ways to
differentiate it from physical shopping experience from online. Consumers have stated that they have a high
level of interest in self-service tills and digital screens in-store. (academic.mintel.com,2017)
Figure 37. Consumer Research (2017)
21. THE CONCEPT
Technology is improving each day and it has gradually become an essential part of everyone’s lives and cannot imagine living
without it. In order to remain relevant in today digital environment, but also enhance and deliver a better customer
experiences for Zara, Zara will turn into a cash less store and introduce “ZaraPay, Pay with your face” where customers would
not need to worry about carrying any cash or card with them whenever they shop and all they need is ‘Face to pay”
Figure 39. Concept (2017) 21
22. Facial recognition technology measures and matches the unique characteristics for
the purposes of identiﬁcation of authentication. Faces contain a compelling amount
of information, and using large datasets of photos, computer programs can
distinguish the key traits with a high rate of accuracy. It can detect faces in images,
quantify their features and match them against the stored templates in a databases.
This technology has been existed and used in various way, for instance, Facebook
has been using it to make photo tagging suggestions when the user uploads a
picture to the platform or Google Photo uses it to identify people in photos so that
it can group them together therefore users can just browse through folder of
images for a speciﬁc people. (forbes.com,2017)
Figure 40. Facial Recognition (2017)
Figure 41. Facial Recognition (2017)
Figure 42. Facial Recognition (2017)
Figure 43. Facial Recognition (2017)
23. “ZARAPay, Pay With Your Face”
“ZARAPay, Pay with your face” because a simple face scan would be all they
need to shop at Zara, customers can just walk out from the store without
waiting at the checkout line. The idea is to integrate facial recognition with the
use of the existing app of Zara. Everyone who shops and would like to use
this method would then require to have an account from Zara as well as the
Zara apps. This new payment process does not only improve customer’s
experiences in store but also increase the interactions between the company
with the customers.
Figure 44. ZaraPay (2017)
Figure 45. ZaraPay (2017)
Figure 46. ZaraPay (2017)
24. ZaraPay requires to scan your face twice in order to
process the payment successfully. The ﬁrst face
scan would bring up the customer’s information as
well as secure the payment and the second face
scan is to conﬁrm the payment and it will then
automatically charge the card you have already put
in the account. The whole payment process does
not require any smartphone devices considering
the customer has already signed up for Zara
account and enabled the facial recognition.
Step 1. Step 2.
Figure 47. ZaraPay (2017)
Figure 48. ZaraPay (2017)
26. A 3D camera kiosk will be placed all around the stores therefore customers do not need to pay their items in
a speciﬁc point of sale. The payment process does not require a smartphone. Customers would not need to
bring any cashes or even their phones thus a simple face scan will be all they need to shop at Zara. Your
face will be the key to everything you want to do in the modern world.
Figure 53. ZaraPayMock Up (2017)26
27. In order to make the face recognition payment more effective and
secure , Zara will collaborate with a company called Face++. Zara
will be using‘Face comparing’ technique as it is commonly used in
face-based user veriﬁcation and person identiﬁcation. Face ++ has
claimed the technique offers market-leading accuracy and conveys
protection against photo spooﬁng, fake faces and 3D avatar.
Moreover, it can also be used by ﬁnancial services customers
including banks and online payment platforms as it provides scene-
based thresholds which will help Zara to secure veriﬁcation. Face ++
has been working with a lot of companies such as Alipay, Lenovo
and UCAR etc., therefore they have the experienced and
equipments for Zara to ensure the face recognition payment are
secured to use.
FACE ++ Technology
Zara has a security committee to protect their customer’s personal data and they in charge of
deploying the strategy to ensure that personal information are protected. They have their own
Technology Centre and it serves as a laboratory for the different innovations and new
Figure 54. Face++ Technology (2017)
Figure 55. Face++ Technology (2017)
In order to use ZaraPay, consumers would only need to install the Zara
Apps and create an account with their personal details and they will be
ready to use the face recognition payment method in stores.
The consistency in the social media and online
promotion will create attention and awareness of
ZaraPay for Zara.
In order to create interest of ZaraPay, there will be sneak
previews of the concept 2 months before the launch on
different social media platforms. There will also a detailed
video about ZaraPay in action on Youtube on public
The name of ‘ZaraPay’ will create the increase desire of the audience to
ﬁnd out more information about what the product actually is. The slogan of
‘Pay with your face’ will create an interest of consumers to experience the
product. Moreover, using different inﬂuential peoples such as YouTubers
and Bloggers will lead to desire their followers want to try it too.
Figure 56. AIDA Model (2017)
29. Christine, aged 22, is in a relationship and lives in a one bedroom ﬂat with her boyfriend in
London. She is currently a post-graduate student studying Business management at UCL.
Christine is hard working and she spends a lot of her time at school but also going to the gym in
order to keep her ﬁgure. She enjoys dinning out and will choose restaurants that are
photographic. Christine always spends her weekends at café with her friends. She is also a
fashion follower who always keeps an eye on fashion tends and beauty products. She shops
quite a lot from Zara, Top shop and also Urban Outﬁtters. Christine likes to shop both in store
and online and it depends on her availability
Hometown: Hong Kong
Current Location: London, United Kingdom
Income: £1000 (From Parents)
• A fashion follower and always keep on trend
• Love going on vacations and reading books in
her spare time
• Prefer Social Media such as: Instagram and
Figure 57. Pen Portrait (2017)
30. PEN PORTRAIT
Marco, aged 24, is single and lives in a studio in Manchester. He studied Media at London
College of Communication and is currently working as a Marketing associate in an advertising
company with an income of £2,500 per month. Marco enjoys eating out, going to exhibitions
and explore places that he never been to. Furthermore, Marco loves fashion and always
keeps his eyes on the fast pace fashion trend and because of this he thinks it is better for him
to spend his money on high-street fashion brand than luxury brands. Even though he needs to
work but he will still spare hid time to go out with friends during the weekends. Apart from
fashion, Marco is always a technology follower where he will always buy the latest technology
in the market.
Current Location: Manchester, United Kingdom
Occupation: Marketing Associate
Income: £2,500 per month
• A fashion and technology follower and always
keep on trend
• Enjoys dining out as well as travelling
• Prefer Social Media such as: Instagram and
Figure 58. Pen Portrait (2017)
31. CONCEPT POSITIONING
This is the positioning map for the concept, it shows the market position that Zara
should be when it launches. Zara will become one of the leader in fashion market to
bring out this ‘ZaraPay’ features in comparison to other high street brands in the
market. This concept is also make to attract more millennials to be using this
features as they are the generation that are willing to try new and adopt to the new
technology and that makes the position for Zara in the market stronger therefore a
strong marketing to the core of millennial is crucial..
Figure 59. Concept Positioning Page 2017)
Figure 60. Concept Positioning Map 2017)
32. Email advertising allows Zara to segment their email list
based on demographics, locations, the needs and
interests of its customers. It can also increases the brand
recognition and cost effective as its own media. Email is
also one of the best way to communicate with customers,
Zara will send out email about the new payment method,
“ZaraPay” and the date for public launch.
Zara has 23.2 Millions followers on their ofﬁcial
account therefore it will be an effective platform for
Zara to announce their new payment method,
ZaraPay as well as the public launch date for
customers to experience it in stores. Sponsored
advertisement will also be carried out to get the
Instagram Adverts Facebook Adverts
Facebook has 26 Millions followers on their ofﬁcial
Facebook account. There will be sponsored
advertisement carried out and contextualise story of
the ZaraPay will be released on the platforms to
engage with the audiences.
Figure 61. Email Adverts 2017)
Figure 62. Instagram Adverts 2017)
Figure 63. Facebook Adverts 2017)
Figure 64. Promotions 2017)
33. Zara ofﬁcial website is the best to get its audience’s
attention mainly because those who visits are
mainly existing customers. Their website is fully
engaged with its customer as they often announce
new promotion and collection through the website.
A full page of visual information about ZaraPay will
be located on the Homepage a week before the
public launch date and press event.
Forbes Media is a global media, branding and
technology company where they focus on news and
information about business, afﬂuent lifestyles and the
latest technology in the market. Thus, it will be an
effective platform for Zara to announce their upcoming
face recognition payment -ZaraPay as it does not only
help to gain attention in the retail market but also in
other business ﬁeld.
Figure 65. Zara Store 2017)
Figure 66. Website Banner Adverts 2017)
Figure 67. Forbes Media Adverts 2017)
34. YouTube will be used to announce the new feature and a
demo video will be uploaded to the channel to explain
ZaraPay in more depth. Zara will be inviting well known
international YouTubers and bloggers to the press event
on the 1st June,2018 so that they can experienced
ZaraPay and tell their audiences about the review about
“Vogue’s power is universally acknowledged. It’s the
place everybody wants to be if they want to be in the
world of fashion”. Most of the magazine’s readers agree
that Vogue is the fashion Bible and most of the
audiences that are interested in Fashion will always go
for Vogue to gain the latest fashion news and trends
therefore it will be useful for Zara to introduce ZaraPay
on Vogue to target and attracts all the fashion lovers.
Figure 68. Vogue Adverts (2017)
Figure 69. YouTube Adverts (2017)
36. The public launch of ZaraPay is scheduled to be on the 2nd June, 2018,
therefore a press event will be hosted on the 1st June which is going to
be one day before the opening.
The event starts at 6pm at one of the Zara’s ﬂagship store at the 333
Oxford Street. Guest invitations will be sending out a month in advance
before the public launch. Our media invitations will include the press,
fashion editors, bloggers and YouTubers which they will post on their
channels as advertising for the new features. By having good media
coverage will allow free advertising to the mass markets that may not
normally connect with Zara. Moreover, it will also help to retain the
existing customers by attracting them to shop in store.
THE PRESS EVENTMEDIA PACK
The ﬁnal part of the media pack is
about the press release that can be
used by newspapers, magazines as
well as other social medias in order
to create the attention before and
after the launch.
The second part is about the
design of the face recognition
kiosks and information about the
whole payment process.
The ﬁrst part of the media pack
includes the experience of the
ZaraPay, which describes the
technology, and how it is going to be
used in store.
Figure 73. Media Pack Page ( 2017)
Figure 74. ZaraPay ( 2017)
38. For the SMART objectives, it will be measured by using control tools
both online and ofﬂine in order to get the strongest and trustable
To shorten the whole payment process by an average of 1 minute, there
will be staffs timing it within the 3 months post launch therefore Zara will
be able to see if there was any changes. It will also help to determine the
success of the objective and see if the ZaraPay has improved the
A survey will be conducted by Zara to monitor the number of millennials
shopping as well as the return rate of existing consumers at Zara one
month before and two months after the launch.
Regarding to ZaraPay leads to the increase number of Zara’s account
and Zara App downloads; this will be monitor internally by Zara’s staff
over the 3 months post launch.
Timing the average
Figure 76. KPI Page ( 2017)
In order to remain relevant in today’s digital environment, ZARAPay is
created to meet the goal of Zara which is to satisfy customer’s demands.
The brand model, which is included in the report, has conveyed Zara’s
brand identity. To gain a completed marketing research, primary research,
technology research as well as a consumer research have been carried
From the primary research, it showed that even though Zara has always
been the leading in fast fashion market but there is still some improvement
to work on at their in-store customer experience especially in their checkout
process. Moreover, the self-checkout that Zara has released earlier this
year does not gain a very good feedback from its customers. Hence, in
order to further enhance it exists technology that Zara got, ‘ZARAPay’ is
With the support of the secondary research in technology and the target
consumer, it is noted that Zara’s target consumers are mainly millenials
which they are willing to adopt to the new technology as long as its not time
As technology is growing everyday, the idea of the face recognition
payment is developing and it will soon replace the traditional payment in
the future therefore by introducing ZaraPay will help Zara to secure their
‘Innovation company’ place in the market. Your face will be the key to
everything you want to do in the modern world. - “ZaraPay, Pay with your
Figure 77. Conclusion ( 2017) 39
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