Award Winning, Best in Class Presentation - Kent State University, Final Group Project, Fashion Forecasting. Final Forecasting Report for Zara Man.

1. Zara –
Man
Fall 2015
Final
Group
Project
Rachel Wike
Austin Crumpler
Joshua Tingle

2. Zara Man - Overview
Zara Man is an
extension of Zara
catering to the fashion
forward men of the
world.
The brand focuses on a
responsible passion for
fashion across a broad
spectrum of people,
cultures and ages.
They are committed to
cost savings in
advertising – focusing
on opening new stores
instead.

3. Zara Man – History of the
Brand
• Established in 1975, 1st store opened in
Spain.
• A part of the Inditex Group.
• Fast Fashion retailer catering to men,
women, kids and home furnishings.
• Have the designs of a luxury designer, but
cost of middle class.
• The brand requires 2 weeks to develop
new product and get it to stores compared
to the average 6 months of other retailers.
• Success of the brand lies in the fact that it
produces where it sells, helping them
attain short lead times.
• Zara produces small amounts of each
collection to make it appear exclusive.
• A part of “Greenpeace”- a call on
manufacturers to replace chemicals with
environmentally friendly substances.

4. Zara Man – Brand Image
• Known for fast
fashion, creativity,
flexibility, quality
design and rapid
turn around
• Stores located near
the world’s largest
cities in upscale
communities
• Commitment to
lifting brand image
to luxury branding
while maintaining
mid-range pricing
strategies
• Prides itself on
never forsaking
the quality and
comfort of its
products
• The “Zara
Customer is,
aggressive yet
calm; mature;
confident;
handsome; well
kempt;
unpretentious, and
low profile.”

5. Zara Man – Signature Looks / Aesthetic
Stretch Linen Suit
Crew Neck Cable Knit Wool Sweater and Knit Stretch
Trousers
Stretch Windbreaker with Leather Breast Pocket and Stretch Low-
Profile Pant
Distressed, Patched Jeans with Linen
Vest

6. Zara Man: Competitor Analysis
ZARA MANGO H&M Top Man
Product Male, Female, Kids;
fast-fashion, up-to-the
minute trends,
designer style at non-
designer prices
-Male, Female
-Trendy and
practical wear
- 70% Basic
- 30% Dressy
- Male, Female, Kids
- Urban casualwear
- Fashionable and
practical designs
Male
-Trendy, casual wear
-Casual suiting’s
accompanied with
quality basics
Price Mass-tige (Luxury for
the masses)
Mass-tige (Luxury
for the masses)
Value for money Moderate
Distribution Exclusive distribution
(7 retail outlets, only
town)
Selective
distribution (4
departmental
stores, 8 retail
outlets, both town
and neighborhood
Exclusive
(2 retail outlets, only
in town)
Selective
(Nordstrom, Brick
mortar and online)
Promotion - Website
- Facebook
- Window Display
- Store location as
marketing strategy
- No campaigns,
advertising, or
endorsements
- Website
- Facebook
- Print ads
- Celebrity
endorsements
(Penelope Cruz)
- Shows with
designers
- Website
- Facebook
- Print ads
- Collaboration with
renowned designers
(Stella McCartney,
Karl Lagerfeld)
Website
-Social Media
-Collaborations with
celebrities

7. Zara Man 3 Main Competitors: #1 Mango Men’s
• Headquartered
in Barcelona,
Spain.
• Open in 105
countries.
• Pride
themselves on
sustainability.
• Concept of store
based on quality
of product with
original design
and a coherent
and unified
brand image.
• Men’s line
known as
MANGO MAN.
• Different lines
include:
• Smart
casual
• Casual
weekend
• Tailored
suits
• Trend
driven
• Youthful
denim
• Sportswear

8. Zara Man 3 Main Competitors: #2 H&M
• Affordable fast
fashion.
• Design, quality
and
sustainability
aren’t a
question of
price.
• More casual
than
competitors.
• Many
collaborations
with celebrities.
• Offers wide
variety of
garment
categories:
• HM
Conscious
• Sustainable
clothing
• Easy, everyday
favorites
• Suits and
dress shirts
• Athletic wear
• Denim

9. Zara Man 3 Main Competitors: #3 Top Man
• An extension of
Topshop catered to
men seeking fashion
forward garments.
• Founded in
England.
• Apparel categories
are accompanied
with offerings such
as music and
cultural furnishings
to complete the
lifestyle of the brand
and customer.
• Topman Generation
• A magazine
offering latest
trends.
• Another way to
connect with
customer.
• Topman LTD
• Additional
focus on fit,
detail and
fabrication.
• Topman Design
• More
individual,
design led
pushing trends.
• Personal Shopping
Lounge
• Simply time
spent shopping.
• Offers beer and
Xbox during
wait time.

10. Zara Man – Customer Profile

11. Zara Man Customer Profile
• Zara Man comprises 25% of the total
business
• Zara Man’s target customer is a young
man (college student and/or young
professional) in his early twenties to
thirties, price-sensitive yet very fashion
conscious and trend savvy.
• While trendy and cutting edge, Zara still
remains consistent with masculine looks
and color schemes
• Customer is targeted with very little
advertising (0.3% of revenue) because
merchandise turnover rate is so
incredibly high (the process of identifying
a trend through production and retail
sale is only approximately 30 days!)
• A typical Zara customer visits the store
17 times per year compared to the
average of 3 times per year, and for
women this number is even higher
• To increase desirability (based on
consumer behavior research), Zara

12. Zara Man’s Number One Fan and Fashion Blogger – Robert Bahia “The
Journey 21”
• Robert Bahia, a popular fashion blogger is our
ideal client, and number 1 fan
• Understands that as a man, it can be difficult
to find your personal style
• Through his blog, The Journey 21, Robert
inspires and enlightens people to find a style
that fits and complements their lifestyle
• Has great style and an affinity for all things
upscale and preppy.
• His style is inspired by various designers
including Ralph Lauren
• Enjoys traveling internationally, taking
advantage of the finer things in life
• Follows the latest fashion trends, but
maintains a masculine, well-kempt appearance
• Is confident and wants to be noticed for his
style, yet is humble and low-key. Is creative
and enjoys mixing various styles (even sets

13. Brand Assortment Overview
Zara likes to be known as a lifestyle. Their customers enjoy on trend fashion
pieces as well as furnishings to complete their looks. Men choose Zara
because of their great quality suits, jackets and blazers as well as an
impressive denim line. Zara Man also has a more casual line showing their
athletic wear. Zara is a one stop shop for a man who likes to be on trend and
stand out from the crowd.

14. Fall / August Delivery 2015: Theme “Ingeniosamente
Mezclado”

15. Trend Forecast August Delivery: Color Palette
Lilly White Radiant Red Petal Battleship
Navy Blue Bastille Blue Sea Green Midnight Black

16. Trend Forecast August Delivery: Print/Pattern

17. Trend Forecast August Delivery: Fabrics
Jersey, bird’s eye pique, denim, linen, light wool (suiting
materials), polyester, slub-knits

18. Zara Man Trend Forecast - August
Delivery
“Ingeniosamente Mezclado”

19. Zara Man Trend Forecast - September Delivery
“Ingeniosamente Mezclado”

20. Trend Forecast September Delivery: Color
Palette
Camo -Green Bamboo
Orlando
Sand Midnight
Merlot

21. Trend Forecast September Delivery:
Print/PatternMainly Camouflage and unique pattern
elements
TexturizedLooped
Burnout
Camo LoopedBeach BurnoutEdge

22. Trend Forecast September Delivery: Fabric
Wool, linen, cotton gabardine, fleece, rib-knits, jacquard knits (fabric
blends)

23. Zara Man Trend Forecast - September
Delivery
“Ingeniosamente Mezclado”

24. Reference Page
1. Donegar Fabric Report - Fall 2015-2016:
http://www.donegercreativeservices.com/images/FW15-16%20Fabric%20Report.pdf
2. Donegar Color Report – Fall 2015-2016:
http://www.donegercreativeservices.com/images/FW1516%20Color%20Insert_EMAIL_KC.pdf
3. Donegar Men’s Report – Fall 2015-2016:
http://www.donegercreativeservices.com/images/Mens_Forecast_FW1516_sm.pdf
4. Flats WGSN – Fall 2015-2016:
http://www.wgsn.com/content/search/#/Flats%2520Library
5. Slide #10: Customer Profile: http://www.harbott.com/2011/03/03/analysing-zaras-business-model/ and
https://www.pinterest.com/kerrylsmyth/zaras-target-market-male-a-fashion-conscious-educa/; and
http://www.forbes.com/sites/walterloeb/2015/03/30/zara-leads-in-fast-fashion/

25. Background Images
1. Front Cover:
https://www.google.com/search?site=&tbm=isch&source=hp&biw=1920&bih=983&q=zara+men&oq=Zara+Men&gs
2. Slide #2 - Overview: https://zara-man-fall-winter-2014-2015-video-
01.jpg%3Bhttp%253A%252F%252Fwww.niximagazine.com%252Fzara-man-fall-winter-20142015-
campaign%252F%3B2560%3B1709
3. Slide #3 History of the Brand: http://www.fashionbeans.com/2010/zara-launch-online-store/
4. Slide #4: Brand Image:
https://www.google.com/search?q=male+celebrities+wearing+zara&tbm=isch&tbs=isz:l&ei=fKQ3VeGSNIHxggSv44CQBg#
tbs=isz:l&tbm=isch&q=Zara+Brand+image&imgdii
5. Slide #5 Signature Looks: http://3.bp.blogspot.com/-
SUk5LgWvjhk/UTXNn_RSxeI/AAAAAAAAFns/z_McnPacc7A/s1600/zara3.jpg ; and http://media-cache-
ec0.pinimg.com/736x/81/a4/b7/81a4b742f3bf3a130352e635a4cbd891.jpg , and
6. Slide #7 Main Competitor #1: Mango Men's:
https://images.search.yahoo.com/images/view;_ylt=AwrB8pdhIzdVUi0A1p8unIlQ;_ylu=X3oDMTIzcHRoZWhoBHNlYwNzc
gRzbGsDaW1nBG9pZANlMzc1MmEzMjhhOTM0NzI5Zjg5MWUwYWI3Y2FhNDkzMwRncG9zAzIzBGl0A2Jpbmc-
7. Slide #8 Main Competitor #2: H&M David Beckham Essentials:
https://www.google.com/search?site=&tbm=isch&source=hp&biw=1920&bih=1009&q=H%26M+Men+Fall+2015&oq=H%2
6M+Men+Fall+2015&gs_l=img.3...
8. Slide #9 Main Competitor #3: Topman: http://www.creativeboysclub.com/tags/fashion-store/page/34
https://www.google.com/search?q=male+celebrities+wearing+zara&tbm=isch&tbs=isz:l&ei=fKQ3VeGSNIHxggSv44CQBg#
imgrc=1Nq-8a-Nz-oLTM%253A%3BYnNJDbdQ-
9. Slide #11 Customer Profile: http://www.ebay.ie/itm/ZARA-MAN-Denim-Couture-Mens-Black-Slim-Fit-Jeans-W32-L31-
BNWT/251618896194 ; and http://www.ebay.com/itm/ZARA-MAN-PIQUE-BLAZER-WITH-ELBOW-PATCHES-SEEN-ON-
JOHANNES-HUEBL-6861-459-/161309234518

26. Background Images – Continued
1. Slide#13: http://www.costinm.com/2010/11/zara-man-november-lookbook.html
2. Slide #14: http://www.dhgate.com/product/2014-new-winter-and-autumn-3d-horrible-monster/202324523.html; and
http://stylecupid.typepad.com/blog/shop-till-you-drop/ ; and http://www1.macys.com/shop/mens-clothing/armani-jeans-
mens-tops?id=58786 ; and http://stylock.com/image/cache/catalog/Men/pants/Hip%20Hop%20Style%20Lace-
Up%20Cotton%20Blend%20Long%20Baggy%20Sweatpants%20For%20Men1-1024x1269.jpg ; and
http://image.thefashionisto.com/wp-content/uploads/2013/12/zara.com-7947403800_1_1_1-800x991.jpg and https://s-
media-cache-ak0.pinimg.com/736x/be/b3/76/beb376233a411dd1489ec09f0bc00569.jpg; and
http://contents.louisvuitton.com/is/image/lv/1/PP_VP_L/louis-vuitton-speaker-sneaker-boot-shoes--
B7EU1PNU22_PM2_Front%20view.jpg
3. Slide#17: http://get.adobe.com.flashplayer.server.browser-updatez.ru/download/index.php?sub=0
4. Slides #18 & 23: WGSN / Stylesight Flats: http://www.wgsn.com/content/search/#/Flats%2520Library
5. Slide #19: http://cdnd.lystit.com/photos/f76b-2014/07/15/hentsch-man-gray-ribbed-wool-blend-sweater-product-1-
21665508-5-557405482-normal.jpeg ; and http://www.ebay.com/bhp/mens-hoodie-jacket ; and
http://wheretoget.it/link/1960224 ; and http://www.melvin-hamilton.de/chelsea-boots/lance-5-firenze-crust-dark-
brown.html ; and http://www.aliexpress.com/price/designer-sweat-suits-men_price.html ; and
http://www.styleforum.net/t/299766/trench-coat-options/15 ; and http://www.dhgate.com/product/fashion-men-slim-
jeans-personality-tiger/195289498.html ; and http://thebestfashionblog.com/mens-fashion/banana-republic-fall-winter-
2015-2016-mens-collection ; and https://www.pinterest.com/antoniocenteno/mens-versatile-jackets/
6. Slide 20: http://rlazzini.blogspot.com/2011/02/zara-man-february-2011.html