AW15 Trend Analysis: Zara

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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


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