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:
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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:
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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:
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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:
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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:
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31

32. Running
Head:
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32

33. Running
Head:
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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:
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34
Store layout
planogram

35. Running
Head:
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35

36. Running
Head:
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36
window display

37. Running
Head:
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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:
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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:
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39
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