zara and select

1. HERO & ZERO

2. Why we chose Zara?
• It’s a well known
high street brand.
• Catwalk inspired
house brand
clothing. Fast
fashion,
innovative.
• International
success.
• Worlds largest
apparel retailer.
• Broad target
market.

3. Haute
couture
Luxury designer
Middle market retail
brands
Mass market high street
Value market discount retailers
Essence
Inspired by luxury
goods. Sold at high
street prices.
Sophisticated and
classy.
Value
Reliability
Long- term durability
Average price range
Personality
Aggressive
Sophisticated
MatureConfident
Beautiful
Well- kept
Modest
Low -profile
Unpretentious
Action
No advertisement

4. High Quality
Low Quality
HighPrice
LowPrice

5. Zara had their own
font especially
created for them.
Typography: Helvética
Pantone: Coated in a
sleek Black or silver.
The Packaging,
Why is it unique to others?
As consumers, we can easily identify the signature
packaging for Zara. They have two main types of
carrier bags that represent their brand: the navy
carrier bag that they have in store and the cardboard
box with the reverse colours for online delivery.
Another aspect that we acknowledge of this brand is
the core colours that highlights who they are, i.e. the
dark grey, navy, the cardboard brown and the sleek
black.

6. 352 posts
1,400,000+ Followers
Increase of +9,740 daily
#ZARA – 9,270,000+ posts
23.3M Likes
Most engaged city: Mexico
110.2K people talking about the
page.
81.1K New likes/ Weekly.
18 boards
3,105 Pins
Most pins per board = 757
Least pins per board = 11
Average of 173 pins per board.
103,492 Followers
Totems.com 03/11/2014
610 tweets
583K+ Followers
Steady increase of 20k in 20
days.

7. “ZARA @ZARA · 6h6 hours
ago
#zaradaily #weekend
#newthisweek #woman
#shirts #aw14
http://bit.ly/1k4uEQv”
ZARA @ZARA · Nov 5
#zaradaily #wednesday
#newthisweek #woman
#accessories
#untitledjewels #aw14
http://bit.ly/1k4uEQv
ZARA @ZARA · Oct 23
New Lookbook Woman:
now available in stores and
on line #zaralookbook
#aw14
http://bit.ly/1pEbHXJ

8. rice
•Varying between affordable and
expensive.
•Teenagers from the age 15+ can afford
to buy basic items in store.
romotion
• Zara focuses more on online marketing
opportunities such as commerce strategy, social
media and window displays instead of traditional
promotional techniques .
roduct
•Womenswear.
•Children & Babies.
• Menswear.
• fashion of high quality.
lace
•Middle market
•Over 2000 stores in 88 countries
•Zara on average gives a time span of 8 hours
between the finished goods and the goods shipped
to its final destination.

9. THREATSWEAKNESSES
OPPORTUNITIESSTRENGTHS
 Global presence
 Simplistic and appealing store layout
 Fast fashion production to trends
 Well established brand name, worldwide
 Caters to a large target market (appeals to everyone)
 Adaptive
 Good communication (clear impression)
 Social media presence
 Strong branding / loyalty and awareness
 Fulfils customer demand
 Cost efficiency / financial performance
 Zara won a court case against Louboutins red sole.
 Lack of marketing communications: TV advertising, Print like
their competitors H&M, Mango etc.
 Potential that some people may feel intimidated because
they try to be an exclusive brand
 Pressure of cost leadership to achieve high quality standard
 Zara had to remove a long sleeve kids T-shirt which had a
yellow star, since the public believed it was resembling the
Jewish uniform during the war.
 Demand for high fashion at affordable prices
 Growing expansion in key market/Asian market
(China)
 Expansion in e-commerce
 Zara is trialling a digital mirror that allows
shoppers to try on clothes without taking them off
the shelf.
 Self service tills
 High end fashion merchandisers can be a major
threat
 Past lawsuits relating to sweatshops and selling
angora
 Exchange market fluctuation
S.W.O.T ANALYSIS

10. 1: How do you showcase the brands identity
throughout the store?
A: 3 moves a week: Women’s, TRF, Basic. To refresh
floors – stock sells out quickly.
2: How do you promote the brand?
A: 2 sales a year – June + Boxing day. Individual
promotions. Don’t advertise brand. Window dressers
once a month.
3:What do you do to maintain your customer
LOYALTY?
A: Product speaks for itself, people love the
collections, brands speaks for itself, biggest retailer in
the world.
4:What other brand would you say you compare
yourself to and why?
A: None, target age 14-80 women. Broad market.
5: What sort of VM do you use throughout the
store?
A: Prop manikins, Create outfits / Make looks. TRF –
tells stories, every store has the same collection.

11. Why we chose Select?
• Not well
established.
• They don’t
have a U.S.P.
• Trying to
expand
nationally.
• Trying to step
up from value
market.

12. Essence
Inspired by top high
street brands such as
Topshop but for a
much more affordable
price.
Value
cheap
Short - term
Discounted
Poor durability
Affordable
‘Pay for what you get’
Personality
Overstated
Try too hard
Immature
Store arrangement is poor.
Organised
Crammed
Storytelling
Enjoyable
Up to date
Action
Haute
couture
Luxury
designer
Middle market retail
brands
Mass market high street
Value market discount retailers
SELECT is
placed here

13. High Quality
Low Quality
HighPrice
LowPrice

14. Black writing with a touch of pink.
Similar stores which lie in the
same market sector have similar
logos.

15. 328,006 Likes
5.8K Talking about the page.
2.1k New page likes/ Weekly.
Most Engaged City: Mexico.
3,866 Tweets
4,597 Followers
4,558 Following.
Joined September 2010.
66 Boards
2,110 Pins
Average of 31 pins per
board.
Follow events e.g.
Fashion Weeks.
613 Followers.
52 Subscribers
2,557 Views
Joined 13th October 2010
7 Videos – Average of 365 views per video.
03/11/2014

16. rice
• Affordable
• Cheap fashion for women
romotion
• Sales
• Window displays
• Vouchers
• Student discounts
roduct
• Teenage/young women's fashion
• Accessories
• Footwear
• Cosmetics
lace
• Value/Mass market.
• Currently have over 154 stores in the UK.
• With plans of rapid expansion in place.

17. THREATSWEAKNESSES
OPPORTUNITIESSTRENGTHS
 Social media presence
 Visual promotions in store
 Good value clothing
 Currently have over 154 UK stores and rapid
expansion plans in place
 Only caters for the womenswear market
 No international presence
 Don’t have a unique selling point in the retail
market
 Mobile phone app
 Expand their product range
 Enhance their online presence and e-commerce
 Cater for an older target market, increase their
reach
 Larger retailers
 Other competitors like Primark offering lower
prices for the same quality clothing
 Newlook offer similar styles and prices for a
better quality product
 Internet makes it easier for e-commerce
retailers to enter market
S.W.O.T ANALYSIS

18. 1: How do you showcase the brands identity
throughout the store?
A: Stories- Guidelines from headlines, Fur, PJ’s,
Burgundy, Glamour, Christmas
2: How do you promote the brand?
A: Tickets- making customers know merchandising,
website.
3:What do you do to maintain your customer
LOYALTY?
A: Giving great customer service, Making them
happy to their best ability – can’t order anything in
– have to ring another store – Delivery every 5 days.
4:What other brand would you say you compare
yourself to and why?
A: New look, Topshop – next door, Primark, Boohoo
5: What sort of VM do you use throughout the
store?
A: N/A