BRAND ANALYSIS
BRAND
identity • Mass-tige • Fast fashion pioneers • Inexpensive yet high-end quality goods
• Cutting edge, up-to-date fashion trends • Market-oriented: reactive, flexible • European culture • Relationship with customers important
BRAND A N A LYS I S
CONSUMER
profile
• Confident, trendy, unique
• Young, value-conscious, cares about latest fashion trends • Style, individualism – differs from the “mass” • Self assured, sophisticated
BRAND A N A LYS I S
CATWALK
trends • Bright colours • Statement pieces • Retro futuristic trend • 70s suede fringing • Twists on classic shapes
-Ralph Lauren -Emilio Pucci
-Massimo Rebecchi -Fendi
-Prada -Moschino -Marc Jacobs -Hood by Air
BRAND A N A LYS I S
VS.
zara • Dark colours, mostly black • More subtle looks • Mixed materials – less ‘‘heavy’’
• Traditional shapes • Minimal, pared down • Sophisticated, essential
BRAND A N A LYS I S
• Interesting buildings • Prime retail locations with high customer traffic
location
matters
• Emphasis on first impression, presentation • Attractive storefronts
BRAND A N A LYS I S
The frequency of seeing Starbucks on every block in any major American city is equivalent to seeing Zara on every block of any major Spanish city *Sophie Winckel @EliteDaily
promotion
windows • Main form of advertising • Large windows all around • Mannequins look active, feels like an ad • Latest styles and trends on display • Aim to attract passers-by
BRAND A N A LYS I S
promotion
in-store • Items placed on top shelves • Sorted by occasion or colours • Clean, minimal, consistent look
• Luxury materials • Attention to details
• Different lines / sections for different customers (TRF, #ZaraDaily, Premium) • New stock every week
BRAND A N A LYS I S
PROMOTION
online
• Focus on editorials (no printed ads) • Selling lifestyle, exclusivity • Importance to style/event, not price • Emulates higher-end brands
• Handbags not main selling point
• Email newsletter • Presence on all major social media
BRAND A N A LYS I S
Was it
successful? • Croc and snakeskin fairly popular in regular shapes * ‘‘Chanel rip-off’’ line in croc
• Tassels didn’t sell (often expensive) • Transitional piece was a best-seller • Large bags, practical shapes • Evening bags very popular in this season
BRAND A N A LYS I S
IN-STORE PRESS EVENTS
DISPLAY OF HANDBAGS
How to make it
better?
• Celeb/brand collaborations Future collaborations
• In-store zines/lookbooks BRAND ZINE
• Seasonal press events • More strategic placement of handbags in store • Adequate amounts of stock in store and online
BRAND A N A LYS I S
final
notes • Zara’s marketing model quite successful • Consistency within brand identity delivered • Catwalk trends acknowledged but catered to own target consumers • Limited promotional tools • Better integration between clothes and accessories needed • Wider range of products online, selected ones in store
BRAND A N A LYS I S
THANK YOU