Each prize has the power to transform the winner’s career and both the Man Booker Prize and Man Booker International are sponsored by Man Group. Man Group was recognised as a partner who mirrored the quality, integrity and longevity of the Booker Prize. The prize underscores Man Group's charitable focus on literacy and education as well as the firm’s commitment to excellence and entrepreneurship.
3. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Zara Brand Wheel
High-Street Fashion
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
Trendy in every situation
Feeling good about looking good
Fashion - friendly
Feminine
Hot and trendy
Brand
Essence
4. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
Customer
Logistics
Store
Teams
Design/
Production
5. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
Customer
“Main driving force behind the Zara brand.”
Starting point for all Zara activities
Lead role in:
• Store design
• Production
• Logistics
• Team
Customer
6. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
s
7. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
Store
“Meeting point between the customer and
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
Store
8.
9. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
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
10. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
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.
Customer oriented.
24h – receiving order to store delivery (Europe)
Designed to absorb growth for next years.
18% annual discount rates.
Logistics
11. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
12. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
5 Keys of the Zara Business Model
Teams
“Teams with vast sales knowledge geared to
towards the customer.”
89,112 professionals
Customer oriented.
Make the stores a pleasant environment.
Apply corporate, social & environmental
responsibility in day-to-day work.
Teams
13. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Zara’s Performance
ZARA
Sales
€ 6,824
Million
73
countries
1,530
stores
4 new countries
in 2008
159 store
openings in 2008
Brand Value:
$ 8,609 M
14. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
The Industry
High street fashion brand
14
Industry trends Democratization of luxury
Inclusiveness
Street trends
Designer houses
Key success factors Differentiation & individualism
New fashion consumer
15. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
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
16. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
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
Market entry barriers
Design challenges
Existing customer reactions
“Fat is not fashionable”
Challenges Opportunities
17. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Consumer Analysis
Today’s fashion consumer:
More choice, more educated, more savvy & demanding
“New breed of shoppers”
Loyalty, variety, freshness
18. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis
Interest
Involvement
Emotions
Behavior
Gives pleasure & enjoyment
Means of self-expression
19. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis
Interest
Involvement
Hedonics
Emotions
Behavior
Purchasing experience
Fun, fantasy, social or emotional
gratification
Impulse buying
20. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis
Interest
Involvement
Hedonics
Emotions
Behavior
Importance:
• Consumers attach meaning to their
clothes
• Role of fashion in society
Drivers:
• Individual motives
• Projecting a desired self-image
Linked to personal values & needs:
• Express and communicate value
• Values guide consumer behavior
• Types of values: personal, economic,
aesthetic
21. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis
Interest
Involvement
Hedonics
Emotions
Behavior
Positive vs. negative
• Shorter decision times
• More impulse buying
• A feeling of being unconstrained
• Desire to reward oneself
How to generate positive emotions?
• Use the retail environment to positively
influence moods:
• suitable layouts
• colors
• effective sales personnel
• emotionally uplifting atmosphere
Impulse buying
22. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Fashion Consumer Behavior Analysis
Interest
Involvement
Hedonics
Emotions
Behavior
Impulse buying
• Fashion oriented: strongly oriented to
fashion involvement: providing sensory or
experiential cues of fashion products.
• Created by the symbolic interactions of
the product & the consumer emotional
experiences
• Need to understand impulse buying
behavior for fashion products from an
experiential perspective = guidance in
developing strategies
23. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Plus Size Consumer Analysis
1 in 3 women are unhappy with the way clothes fit them
confident unconfident
14 12 8 16 10 18 6 22 20 24
24. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Plus Size Consumer Behavior
Attribute
Plus size
product
Functional
consequence
Cut fitting the
body shape
Psychosocial
consequence
Feel more
attractive
Values
Self-esteem
Self esteem: important motivation driver for consumption
Consumers tend to assign their own meanings to clothes.
Clothing: overt consumer behavior
25. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Market Analysis
15%
25%
60%
Market Share
Petite
Plus Size
Normal
76
100
0
20
40
60
80
100
120
Size
2006 2012
Segment growth: 40% increase by 2014.
Only 5% of retail space is dedicated to the +size products
26. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Types of Competitors
Dedicated Ranges
Extension of Size Ranges
Designer Boutiques
1
2
3
4 E-commerce
27. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
New Line Positioning
High Fashion
High
Price
Low Fashion
Low
Price
Zara
H&M
Charming ShoppersM&S
Torrid
Junonia
Boutiques
Dedicated Ranges
Extension of Size Ranges
Designer Boutiques
E-commerce
1
2
3
4
28. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Differentiation
New in this segments
More experienced
competitors
Lack of e-commerce
Brand awareness
Brand loyalty
Size & growth
High fashion for modest prices
Strengths Weaknesses
29. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
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
30. The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Market & Consumer Research
Qualitative
Goals: Insights into the mind of
the consumer
Focus Group
new product idea & concept
exploration
gain more insights into our
product positioning
test communication strategies
Test marketing
Test product attributes in terms
of fit, cuts, colors,
communication & marketing
strategy
Quantitative
Goals: Gather data on consumer
attitudes, past behaviors, intended
behaviors
Warning: limited applicability, short
development cycles
Test both the future target consumers&
existing ones
Secondary research
Integrate consumer input into product
development
Post-purchase evaluations
1 2
32. 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
33. Zara for every woman STP
Main
segment
Demogra
phics
Psychogra
phics
Benefits
sought
Plus size, full shape body women
Aged 18-40
Work in big cities / pursuing
higher-level education
Mid-range income
Interested in fashion trends
Conscious about their looks
Enjoy shopping and socializing
Hectic lifestyle
Clothes that fit their body shape and
make them look beautiful
34. Zara for every woman Positioning
Fast high fashion at
affordable prices
The only true fashion
brand that thinks about
your body shape,
respects it and designs
especially for it
37. 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
38. 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
42. Advertising Idea Generation
Target consumer Brand name
is the fashion expert for your wardrobe
For the full body shape woman, Zara
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 Positioning Formula
43. 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 format
Ad placement
Ad tonality
44. Advertising Creative, Production & Placement
Ad format
Ad placement
Ad tonality
Curvy is the new black
Double page spread
Minimum copy
Zara logo
45. Advertising Creative, Production & Placement
Ad format
Ad placement
High fashion monthly magazines:
Vogue, Marie Claire, Harper’s
Bazaar
Fashion monthly magazines:
Glamour, InStyle, Joy, Petra
Independent magazines:
WAD, Pool
Ad tonality
47. Below-the-line Campaign
Brand
COM
PR Internet Event
CSR: design competition for
fashion students
Possible media cooperation
with reality shows such as
Project Runway
Goal: promote inclusiveness
and individualism
48. Below-the-line Campaign
Brand
COM
PR Internet Event
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
52. Below-the-line Campaign
Brand
COM
PR Internet Event
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
53. Below-the-line Campaign
Brand
COM
PR Internet Event
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
55. 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
57. Distribution Strategy
The store as an important
communication channel
Consistent and strong store
image, high store loyalty
Point of interaction with the
clients: store staff gathering
important feedback, taking
the pulse of the market
Store atmosphere
Zara typical store layout, wide open
spaces
Create enjoyment of shopping in the
store(positive emotions |
comfortable feeling | impulse buying
| spending more than planned)
Line having its own section in the
store, consistent with current store
space distribution
59. 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
Customer: Main driving force behind all ZARA activities
Unlike the traditional fashion company business model, which starts at the designer’s drawing table, Inditex’s activity starts in the customer’s mind and continues in the store, where their fashion demands are gathered and the process begins. So that customers‘ expectations arrive in the store as quickly as possible, Inditex has a flexible, dynamic and innovative organisation which can take on new
trends and tastes in fashion in record time and at heady speeds. This link with the customer is not only considered from the fashion perspective It also covers the location and design of the stores, sited in the main shopping areas ofcities and conceived to guarantee a pleasant shopping
experience. Furthermore, Inditex’s customer orientation is reflected in the prism of ethics and responsibility, both socially and environmentally, under which all the
The customer plays the lead role in the store, design, production, logistics and all of Inditex’s teams of professionals.
2. Store
The key element in the business model: it is the meeting point between the customer and the chains’ fashion offer.
acts as a source of inspiration for the chains’ design and sales teams. The information collected by the store teams regarding customer
demands starts the Inditex production process, which in the shortest possible time returns its latest fashion proposals to the store. All the Inditex stores receive new products twice a week.
Top locations & Meticulously designed shop windows & Maximum attention to the interior and exterior architectural design & Appropriate coordination of garments & Excellent customer care.
3. Design & production
Inspiration comes from the street, music, art... but above all, the store
The proximity of production facilitates an immediate reaction to new trends.
All the chains have their own design and sales teams that conceive the collections in their entirety. Their work is not affected by seasons, but is continuous and starts with information processed at the stores on customers’ desires and impressions. Through the managers and their regional management teams, the creative teams and the sales staff are nourished by customer demands and work together to turn these desires into forms, designs, fabrics and compliments.
1,186 suppliers & 300 designers
4 Logistics
Highly frequent and constant distribution permitting the offer to be constantly renewed.
697 million garments distributed
5,000 employees at logistic centres
The distribution process is designed with maximum flexibility and customer orientation which governs all the Group’s actions. The Inditex logistics system is designed so that the time between receiving the order in the distribution centre until delivery in the store is on average 24 hours for European stores and a maximum of 48 hours for America or Asia.
The current logistics organisation is designed to absorb growth for the next years.
5 Teams
Teams with vast sales knowledge geared to towards the customer
If the customer is the driving force behind Inditex’s activity, the 89,112 professionals in the Group are the means by which our mission to meet customer demands is fulfilled. All employees, regardless of their proximity to the point of sale, share the same customer orientation, from those
involved directly in the production process, such as designers, sales or logistics teams, to the professionals in corporate areas such as Human Resources, Systems or Finance, among others.
The customer orientation of all the Inditex teams goes beyond just fashion. As well as their efforts to make the stores a pleasant environment in which the customer feels comfortable, for Inditex professionals the variables of corporate, social and environmental responsibility are always present in their day-to-day work.
Customer: Main driving force behind all ZARA’s activity
Unlike the traditional fashion company business model, which starts at the designer’s drawing table, Zara starts in the customer’s mind and continues in the store, where their fashion demands are gathered and the process begins. ZARA has a flexible, dynamic and innovative organisation which can take on new trends and tastes in fashion in record time and at heady speeds. This link with the customer is not only considered from the fashion perspective It also covers the location and design of the stores, sited in the main shopping areas ofcities and conceived to guarantee a pleasant shopping. ZARA’s customer orientation is reflected in the prism of ethics and responsibility, both socially and environmentally. The customer plays the lead role in the store, design, production, logistics and all of Inditex’s teams of professionals.
2. Store
The key element in the business model: it is the meeting point between the customer and the chains’ fashion offer.
acts as a source of inspiration for the chains’ design and sales teams. The information collected by the store teams regarding customer
demands starts the Zara production process, which in the shortest possible time returns its latest fashion proposals to the store. All Zara stores receive new products twice a week.
Top locations & Meticulously designed shop windows & Maximum attention to the interior and exterior architectural design & Appropriate coordination of garments & Excellent customer care.
The location and design of the stores is customer focused, sited in the main shopping areas ofcities and conceived to guarantee a pleasant shopping.
3. Design & production
Inspiration comes from the street, music, art... but above all, the store. The proximity of production facilitates an immediate reaction to new trends.
All the chains have their own design and sales teams that conceive the collections in their entirety. Their work is not affected by seasons, but is continuous and starts with information processed at the stores on customers’ desires and impressions. Through the managers and their regional management teams, the creative teams and the sales staff are nourished by customer demands and work together to turn these desires into forms, designs, fabrics and compliments.
1,186 suppliers & 200 designers
4 Logistics
Highly frequent and constant distribution permitting the offer to be constantly renewed.
697 million garments distributed, 5,000 employees at logistic centres
The distribution process is designed with maximum flexibility and customer orientation which governs all the Group’s actions. The ZARA logistics system is designed so that the time between receiving the order in the distribution centre until delivery in the store is on average 24 hours for European stores and a maximum of 48 hours for America or Asia.
The current logistics organisation is designed to absorb growth for the next years.
5 Teams
Teams with vast sales knowledge geared to towards the customer
If the customer is the driving force behind ZARA activity, the 89,112 professionals in the Group are the means by which our mission to meet customer demands is fulfilled. All employees, regardless of their proximity to the point of sale, share the same customer orientation, from those
involved directly in the production process, such as designers, sales or logistics teams, to the professionals in corporate areas such as Human Resources, Systems or Finance, among others.
The customer orientation of all the ZARAteams goes beyond just fashion. As well as their efforts to make the stores a pleasant environment in which the customer feels comfortable, for ZARA professionals the variables of corporate, social and environmental responsibility are always present in their day-to-day work.
Apparel In many senses, rising affluence, social mobility, the diversification of retail brands and consumer empowerment have all helped to democratise luxury, making it a key attribute of many brand propositions
Because the target is the fashion conscious woman that does not want to
Designs, cuts, colors & fit for the curvy woman
Because the target is the fashion conscious woman that does not want to
Designs, cuts, colors & fit for the curvy woman
Increased effort in designing: creativity, innovation, original thinking
Existing customers reacting to the new line
“Fat is not fashionable” = CONSUMER RESEARCH
Must ensure that shoppers are offered many options worth the price & shoppers will continue to frequent stores that offer a fresh experience each time they visit – KEY COMPETITIVE ADVANTAGE OF ZARA
More choice, more educated, more savvy & demanding – courtesy of internet, women’s fashion magazines, immediate info access
In a climate as intensive & competitive as the fashion industry, understanding how consumer patterns evolve is paramount
Result: new breed of shoppers – need to be attracted in a new way: convinced that fashion is worth investing in
Given this new consumer mindset, how can we attract them?
Loyalty
Variety is critical
Newness is key
In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories
We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear.
Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice
Consumer interest in clothing:
Gives pleasure & enjoyment – hedonistic perspective related to involvement
Hedonics:
Suggests that purchasing experience may be more important than product acquisition
E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification
Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context
Involvement:
Important because:
Consumers attach meaning to their clothes
Highlighted by the role of fashion in today’s society
Driven by:
Individual motive to use certain products to project a desired self-image
Linked to personal values & needs:
Use products to express and communicate our values to others
Values generate consumer goals and guide consumer making proceses
Important to understand the linkage between involvement & values (personal, economic, aesthetics)
In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories
We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear.
Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice
Consumer interest in clothing:
Gives pleasure & enjoyment – hedonistic perspective related to involvement
Hedonics:
Suggests that purchasing experience may be more important than product acquisition
E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification
Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context
Involvement:
Important because:
Consumers attach meaning to their clothes
Highlighted by the role of fashion in today’s society
Driven by:
Individual motive to use certain products to project a desired self-image
Linked to personal values & needs:
Use products to express and communicate our values to others
Values generate consumer goals and guide consumer making proceses
Important to understand the linkage between involvement & values (personal, economic, aesthetics)
In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories
We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear.
Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice
Involvement:
Important because:
Consumers attach meaning to their clothes
Highlighted by the role of fashion in today’s society
Driven by:
Individual motive to use certain products to project a desired self-image
Linked to personal values & needs:
Use products to express and communicate our values to others
Values generate consumer goals and guide consumer making proceses
Important to understand the linkage between involvement & values (personal, economic, aesthetics)
Involvement has also been traditionally connected to the role of emotions.
E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification
In fashion marketing, involvement refers to the extent of interest in the product category: apparel & accessories
We want to encourage this aspect of involvement through our marketing materials: e.g. communication campaign suggesting that every shape is beautiful: you are what you wear.
Thus, clothing is personally relevant for the consumer: makes the individual become involved in the product choice
Consumer interest in clothing:
Gives pleasure & enjoyment – hedonistic perspective related to involvement
Hedonics:
Suggests that purchasing experience may be more important than product acquisition
E.g. customers are more likely to engage in impulse buying when motivated by desires such as fun, fantasy, social or emotional gratification
Helps shape their image = means of self-expression – because of the symbolic product properties: vehicle that reflects self image and identity in both a personal and social context
Involvement:
Important because:
Consumers attach meaning to their clothes
Highlighted by the role of fashion in today’s society
Driven by:
Individual motive to use certain products to project a desired self-image
Linked to personal values & needs:
Use products to express and communicate our values to others
Values generate consumer goals and guide consumer making proceses
Important to understand the linkage between involvement & values (personal, economic, aesthetics)
Involvement has also been traditionally connected to the role of emotions.
Sudden compelling and hedonically complex buying behavior: the quickness of the decision process precludes thoughtful and deliberate consideration of alternatives
Size 4 vs. 14
1 in 3 women are unhappy with the way clothes fit them * Francois images
Taste revolution: full body shape women becoming more confident, experimenting with fashion and requiring more fashionable products
Self esteem is especially important for our new target.
Relevance of self-esteem
Especially important for the new target
Important motivation drive for consumption – trying to accept product that increase self-esteem
Meanings are assigned to products – not always what we intend them to be
Clothing: overt consumption behavior: makes consumers’ values & tastes accessible to others – need to improve the self-esteem of the plus size woman and give her the confidence to be herself in any situation
How?
Means end chain
Add on for the fashion consumer behavior by highlighting the importance of self-esteem (affect) for our new target.
Plus-size accounts for 20-25% of the sales of the overall women market
Plus-size clothing retail market for adults and children totaled $76 billion in 2006 (Global Information, Inc. ).
Sales will continue to rise and reach the $100 billion mark by the year 2012 (Global Information, Inc. ).
Segment growth: 40% increase by 2014.
Only 5% of retail space is dedicated to the +size products
The challenges we presented for developing the new line: risk of alienating current consumer, fighting the perception that fat is not fashionable, and correctly identifying the emotional needs and wants of the full body shape woman.
In order to face these challenges effectively & because we are developing a new line, market & consumer research are important.
Start with qua
Qualitative
Insights into the mind of the consumer
Strategies
for identifying customer needs / wants / attitudes
Focus groups
+size women: new product idea & concept exploration; gain more insights into our product positioning, test communication strategies
Warning! Must be repeated regularly to keep in line with changing consumer needs
Test marketing
Test product attributes in terms of fit, cuts, colors, communication & marketing strategy
Important: integrate feedback of own retailers
How: present products / drawings to potential consumers & to our retailers
Focus group
new line is welcomed by the participants
Cuts that are complimenting body shapes
Designs that are trendy – feel that current competitor product offering is not fashionable enough
Frustration towards Zara & similar brands that promise fashion @ appealing prices but only for women of a certain shape
Choice of clothes has personal relevance / is effective cause they are conscious about their look – focus on extending the Zara image to make them feel included
Consumer Surveys
Current customers have a positive attitude towards the new line
Fits with the current Zara brand positioning
80% of the survey + size women: admire the Zara brand and reported positive attitudes and future purchase intentions