ZARA petite
table of contents
mission statement
1
about zara
3
zara petite mexico
11
swot analysis
21
s/s 2017 collection
27
conclusion
39
1
As a petite woman myself, I decided to create a Zara brand extension for petite women named 'Zara Petite' in the geographic market of Mexico, the leading market in Latin America. Presently, there are only two brick-and-mortar direct competitors, MNG and Adolfo Dominguez. Zara has a commanding retail presence around the world, and the s/s 2017 collection would appeal to the cosmopolitan petite consumer in Mexico.
mission statement
2
3
about zara
4
5
"The customer is at the heart of our unique business model, which includes design, production, distribution, and sales through our extensive retail network" - Zara
Zara is a Spanish clothing and accessories brand, making it one of the largest international fashion companies in the world. It belongs to the world's largest distribution group, Inditex, which also owns eight additional brands such as Massimo Dutti, Bershka, Stradivarius, Pull & Bear, Oysho, Zara Home, UterqĂźe, and Tempe.
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Inditex starts its business as a dressmaker in Spain
1963 1975 Zara opens its first store in La CoruĂąa, Spain after 12 years of work by Amancio Ortega Gaona, Inditex's founder
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Zara is a success; drives its expansion materialising in nine new store openings in Spain's biggest cities
1976-1983 1992 Zara opens its first store in calle Madero, Mexico City, Mexico
Inditex presents its new Environmental Strategy Plan: "Sustainable Inditex 2011-2015"
Zara begins to sell its products online in 2010, but launched its commercial activity in a new online market: Mexico
2010 2013
2014 2016
Zara rolls out its new brand image at its flagship stores
Zara has 2,100 stores, located in leading cities across 88 countries in the world
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Zara has a specific marketing strategy that has revolutionized the fashion world. The company manages to design, produce, distribute, and sell its collections in four weeks. It has a limited production season and a high turnover of products due to the fact that they change every 15 days. Majority of its products are manufactured through their in-house factories, while external vendors also help the company to fabricate a model and have it ready for sale in its stores worldwide. Zara has a skill at giving customers what they ask for. In order for them to do that, they have over 200 designers in their central headquarters in Spain, and their own trend scouts which observe the streets around the world for inspiration. Zara is also known for spending nearly zero money on their advertising; they rely mostly on word of mouth, as well as their realty for their stores which are located in very strategic zones and cities. Zara has definitely changed the fashion industry.
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zara petite mexico
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why petite? Zara is a worldwide brand; it has over 2,100 stores, and it caters to different markets in 88 countries. Since Zara has expanded its business to the American continent, especially Latin America, it can be established by means of statistics that the average height of the Latin woman does not exceed 5'4". It is important to point out that retail's preference for vanity sizing starts at an average height of 5'5" and above. As mentioned before, the Latin woman does not fall under the 'regular' fit pool, but rather falls into what is considered to be 'petite.'
Petite clothing has shorter sleeves, shorter length,
and torso measurements. This results in choosing certain style in otder to flatter the petite figure. Zara's market could be expanded to procure those woman who fall into the 'petite' fit pool, without having to extensively alter current designs. By entering the petite market, Zara could increase its retail opportunities, gain more exposure, and sucessfully provide to both 'regular' and 'petite' fit customers.
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why mexico? As the leading market in Latin America, Mexico is one of the many countries where women fall under the 'petite' market. The average Mexican woman's height is that of 5'1" to 5'3"– ideal in order to expand Zara's market towards petite woman. Aside of Mexico being a great candidate to Zara's Petite expansion, it is also Zara's most important contributor to its success, and its worldwide sales in Latin America. Mexico, being the first Latin American country where Zara expanded its market in 1992, has proven to be one of the company's strongest markets. Just last year, Zara Mexico accomplished a value of $7,804 million in sales. Zara currently manages 79 stores around Mexico, in the most strategic and imporant cities: Mexico City, Monterrey, Guadalajara, Cancun, Playa del Carmen– to name a few. Aside from this, Inditex, Zara's largest distrubution group owns a subsidiary company in Azcapotzalco, Mexico City, Mexico; they are in charge of managing all 79 Zara stores, as well as other companies under Inditex's distribution group. Inditex has also implemented a logistics centre found in Guadalajara, Mexico, which in turn manages all shipments to all the Mexican stores. Mexico, being one of Zara's most successful Latin American market, would be a key start up point to impliment Zara Petite; if successful, Zara
could
expand
to
other
countries,
and
increase
their
market.
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DEMOGRAPHICS
Women 18-45 years old Cosmopolitan cities in Mexico Mid-range to high-range income
PSYCHOGRAPHICS
Confident and independent Interested in fashion apparel Aware of runway fashion, but trusts personal sense of style Approaches fashion as a creative self-expression, exploring personal identity
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customer profiles
Carla Navarro age: residency: income: education:
25
Mexico City, Mexico
USD $85,000/ year
graduated from Central Saint Martins in London, England profession:
hobbies:
fashion blogger
pilates, marathon enthusiast, fashion sketching
"Always be aware of new fashion trends, but never forget to trust your personal sense of style"
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- Carla
Martha Alonzo age: residency: income: education:
42
Monterrrey, Mexico
USD $450,000/ year
graduated from New York University in NY, USA
profession:
CEO of her personal advertising agency
hobbies:
yoga, spinning, fashion illustration
"Value is defined by innovation, price, and quality. Always remember that" - Martha
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swot anaylysis
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perceptual map
It is important to point out where Zara as a brand stands in comparison to its direct and indirect competitors in terms of quality and price; it has two direct competiros, MNG and Adolfo Dominguez, and two indirect competitors, Banana Republic and LOFT. Zara is a fast-fashion brand, but despite that, its quality has increased over the years. In terms of pricing, Zara is in a mid-range position. MNG is a Spanish brand, but its quality and price are lower than Zara itself. Banana Republic is an American brand, which is a little bit more expensive than Zara but has lower quality. LOFT is another American brand, that has both a higher quality and a higher price range compared to Zara. Zara's last competitor is a Spanish designer brand known as Adolfo Dominguez. It has the ultimate quality and the highest price in comparison to Zara.
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high price
low quality
high quality
low price
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Strengths Has 2,100 stores worldwide Strong word-to-mouth advertising Manufacturing is all vertically integrated Supply chain management is at a low cost Has a well-established brand name worldwide Part of one of the most biggest Spanish retailers in the world Offers trendy, well-designed new products every two weeks Clothes are produced at a competitive price, implementing innovative and fashionable designs
Weaknesses Limited marketing and advertising strategy Acceptance of the new petite market Initial garment fit
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Opportunities Increase current customer market Enter into target petite segments and expand those areas If succesful, Zara Petite can explore other Latin American markets besides Mexico Expand online marketing advertising and e-commerce, as it is gaining importance
threats Other competitors in the petite market Economic downturn can be a threat to their target market Copycatting can decline the sale of its products
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s/s 2017 collection
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Zara's women S/S 2017 collection is a combination of embroidered or all-over printflowers, plaid fabric worn in different styles, crisp cotton tops and dresses, while using them in modern and clean silhouettes. Since these garments are designed for a woman roughly 5'5'" tall, they will not fit properly on someone who is significantly shorter, unless tailored differently. In order for such garments to perfectly fit a petite woman, it should have shorter sleeves and hems, and an alteration to the torso. Petite clothing is designed to elongate the limbs and avoid drowning smaller proportions in excess fabric; this can also be accomplished through features such as vertical stripes, scaled down prints, smaller button, and monochromatic color schemes. A few of the garments from Zara's S/S 2017 collection that would fit petite women without the hesitation of going through extreme alteration are shown ahead as a capsule collection. A sizing table for Zara Petite can also be found below.
size xs s
m l
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0P 2P 4P 6P 8P 10P 12P 14P
bust
waist
hips
31 32 33 34 35 36 37.5 39
23 24 25 26 27 28 29.5 31
33 34 35 36 37 38 39.5 41
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jackets
31
32
tops
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&
bottoms
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tops
35
&
bottoms
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dresses
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Zara has become one of the most powerful yet popular brands in the fashion industry. Through its successful yet unusual marketing strategy, Zara has managed to reach international exposure. By implementing 'Zara Petite' in the Latin American pool, more specificially Mexico, the company would have the opportunity to increase current customer markets, and target petite segments while expanding such areas. Based on the success of this collection, it is an opportunity for Zara to create free-standing stores that would serve as a model for entry into other Latin American countries.
conclusion
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resources
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zara.com inditex.com wwd.com averageheight.co euromonitor.com whowhatwear.com worldwide casebook in marketing management
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camila yerovi fasm
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