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CONSUMER CONSUMER
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BRAND
ANALYSIS
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SWOT
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VARIABLES
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PORTRAIT PROFILE SEGMENTATION
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ESSENCE
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ANALYSIS
24 OBJECTIVES
BRAND BRAND
OBJECTIVES
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SWOT BRAND
ONION
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N MAP
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ACTION
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CONSUMER
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MARKET
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DIAGRAM
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COMPETITORS
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SUMMARY
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EXECUTIVE I
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E X E C U T I V E S U M M A R Y 4
Zara Studio Collection offers a sleek, minimalistic approach to contemporary modernism. The collection portrays a sophisticated aesthetic offering a high end alternative to the high street.
I aim to portray the brand’s image throughout my film by producing a moving editorial. By collating information about Zara Studio’s past collections and fits, whilst also analysing the brand’s aesthetic, identity and essence, this will allow me to produce and direct a strong concept and successfully promote the brand through moving image.
Zara Studio portrays a very modern identity throughout. Therefore I have carefully researched outfit choices, putting together a range of black, leather and minimalistic detailed pieces. Location is also a huge part of the film as it sets the tone of the shoot. As Zara Studio is very contemporary, I have chosen two locations which incorporate the style of the collection. The locations have a slight sense of grunge which works well with the aesthetic of the collection.
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INSPIRATION
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Minimalism, current modernsim, premium
MARKET SHARE
7000 store s world wide. collection every season.
SEGMENTATION
Young adults. Comfortably finacial. Heavily interested in comtempoary fashion trends.
TARGETING
20
POSITIONING
High end , high street
PRODUCT S
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PRICING
£50
PROMOTION
Soical media/ c a m p a i g n s
STOCKISTS /LOCATION
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TECHNOLOGIES
QUALITY
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Website social High
£250
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/ media quality
M i n i m a l s m , contemporary m o d e r i s m
AESTHETIC
C o n t e m p o r a r y, maximalism, premium,oversized
MARKET SHARE
2015 =
MARKET SHARE
SEGMENTATION
Young women with a feminine aesthetic with a premium approach to following the latest trends.
300 stores in UK. Smaller collection wihin Topshop
SEGMENTATION
Young women who have a modern approach to fashion trends with a comfortable budget to spend
TARGETING
2
POSITIONING
High street high end
PRODUCT S
W
PRICING
£30
PROMOTION
Soical media, In store, Campaigns, C o l l e g u g e s
STOCKISTS /LOCATION
Tophsop, Selfridges
TECHNOLOGIES
W e b s i t e , social media
QUALITY
High
AESTHETIC
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Womens and mens
x £111.9M
TARGETING
18
POSITIONING
Online, end high
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PRODUCT S
W
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PRICING
£30
PROMOTION
Soical
STOCKISTS /LOCATION
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TECHNOLOGIES
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QUALITY
High
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£150 media
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BOUTIQUE
AESTHETIC
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quality
TOPSHOP
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WHITE
ZARA STUDIO
PRICE
To identify Zara Studio’s competitive situation, the brand positioning map visually pin points all similar brands showing the exact positioning within the market, making it easier to recognise direct competitors. Positioning Studio very close to Topshop Boutique and Asos White as prices, quality and aesthetic are very similar.
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ASOS
HIGH PRICE
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HIGH FASHI ON
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COMPETITORS
LOW FASHION
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£300
quality
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Their social media platforms are alike, both using Instagram, Facebook, Twitter, Pinterest, and tumblr to promote latest collections, inspiration and promotions etc. With both collections being a smaller category within their brands, their Instagram content is very similar. However, Boutique’s marketing strategy does not seem to include moving image, unlike Zara Studio which gives consumers a better, more detailed look at the collection. Topshop Boutique’s marketing strategy appeals to their chosen customer as it’s sleek and sophisticated.
BOUTIQUE
The simple, minimalistic style of Boutique is shown throughout the branding, in both the styling and brand campaigns. Editorials are very clean in basic white spaces but made effective by styling of the clothing. As the brands have very similar aesthetics in styling, editorials and location are also very similar. However, Zara Studio has slightly more character and edge.
TOPSHOP
COMPETITORS 10
Topshop Boutique is a strong competitor for Zara studio as the aesthetic of the brands have very similar characteristics featuring exaggerated silhouettes and minimalistic styles. Both brands have high price points to accommodate the quality of the clothing by using more luxurious fabrics. Boutique’s target market is very similar to Zara Studio aiming at young women with a strong interest in fashion, with a very specific taste in clean cuts with a modern take.
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TRENGTHS
- High end high street good quality pay for quality premium clean and fresh caters for formal and informal - celebrity endorsement LFW space - Bloggers to promote - Magazine advertisement - In store advertisement
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PPOTUNITIES
Expansion
on
collection
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EAKNESS
- Not all shops have boutique to try on Not much online a d v e r t i s e m e n t - Clothing is always veyr similar each year
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HREATS
- High street brands could copy and sell for cheaper
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When analysing the two brands, both are looking to target a very distinct type of audience with similar interests, occupation and financial situation. She has a very specific taste with a sophisticated style and in a comfortable financial situation. She has the ability to pay for good quality clothing as Asos White’s apparel often features silks, rich cottons and good quality denims. Pricing of both collections is also very alike, for example smart trousers range from £50-£70.
The brand, as a division within Asos, promote themselves through the website and through Asos’s social media. However, there is very little marketing of the collection. It is somewhat unknown to customers who do not shop on Asos, as there are no editorials or moving image to promote the collection. Asos White only sell products online through the main Asos website and so there is no other way of finding the collection. However, through Asos social media, they often work with well-known bloggers, massively focusing on Instagram, posting images of outfits, styles and new in products, heavily relying on Asos’s pre-existing popularity as a marketing strategy for customers to notice.
WHITE
In comparison with Zara, Asos White is also very similar with its unique style of clothing, quality, price and target audience. The style of Asos White’s collection is very unique channelling modernistic, sculptural shapes with a feminine aesthetic, appealing to a very specific target market.
ASOS
COMPETITORS
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TRENGTHS
Unique style Modern - sculptural silhouettes Minimalistic Brand indentity - High end high street High quality Very specific target audience Fashion blogger e n d o r s m e n t Range of styles formal / casual Premium
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PPOTUNITIES
Gain more exposure - Collaboration with celebrity - Start advertisement and marketing for the collection
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EAKNESS
High price point no advertisement not well known Only online - Small target audience very speocific clothing style
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HREATS
High end, more well known brands have simlar styles
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CONSUMER
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EMOGRAPHIC
YOUNG WOMEN 20-30 WORKS FOR MAGAZINE COMPANY/CREATIVE ROLE DATING/ IN A NEWLY RELATIONSHIP MID 20’S STARTING MORTGAGE £28,000+ SALARY
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EOGRAPHIC
URBAN BUSY CITY TUBES TO 1/2 BED USED TO ENGLISH
AREA LIFE WORK HOUSE WEATHER
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SYCHOGRAPHIC
INDEPENDENT CONFIEDENT CITY BREAKS WITH FRIENDS EVENING DRINKS CLUBBING IN LONDON OR CITIES MEMBER OF FITNESS AND WELLBEING CLUB POSITIVE OUTLOOK ON LIFE MONEY MOTIVATED ON TREND STYLE BREAKS THE RULE LIKES TO STAND OUT
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sage+
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ENEFITS
PAYS FOR QUALITY FOR ON TREND CLOTHING £50 250 LONG LASTING SOPHISTICATED BUT COMTEMPORARY
LOOKS
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CONSUMER 16
The typical Zara Studio consumer is a confident, fashion enthusiast, with a minimalistic but creative approach to fashion. She lives in a suburban area with easy access around the city. She uses tubes and taxis to get to her office in the early mornings and also in evenings when going out with friends in quirky, fun bars.
Her organisation and chic taste shows throughout her modern, two bedroomed apartment with its industrial interior. She has a relaxed oversized style, whilst also showing off a sleek and sophisticated side to her. At weekends and on days off, she likes to catch up and read the latest issues of ID and Dazed as well as visiting art galleries and exhibitions.
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CONSUMER 18
FASHION
STYLE
CHARACTER
LIFESTYLE
INTERESTS
WORK ETHIC
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s e g m e n t a t i o n
BRAND ANALYSIS
H A U T E
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Zara Studio falls into the category of High - End chain retailers being the premium collection from their main line Zara which would then sit at mass production.
COUTURE
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details colours Moderism Contemporary styles Modern edge Polished Sophisticated Premium
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affrodable High end Good S N
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Sleek Monochrome
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Contemporary designs high street quality
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Young adults City woman Interested in contemporary fashion Confident Successfull -
S S E N C E
A high street high end collection offering premium quality at affrodable prices featuring sleek, sophisticated and contemporary styles.
S B
E R V I C E
E N E F I T
Expensive with attention
Quality Cool Details collection to detail
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BRAND ANALYSIS
m o d e r n i s m
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Zara Studio displays a very sophisticated and sleek style throughout its collection. This shows in the brand’s marketing through campaigns and editorials by incorporating a minimal but sharp style on their website and social media.
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As the target market of Zara Studio is aimed at sophisticated, inner-city women, the characteristics of the branding is very minimal and contemporary with a very modern essence featuring industrial and visually pleasing locations complementing the collection. Colours are always very pure with an exaggeration of colour graded black and white to project a modernism effect through visuals.
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To reach the correct target market, Studio applies the personality of the collections to all visuals and moving image showing sleek, sharp cinematography collaborating with realist Collier Schorr and film maker Gorden Von Steiner he quotes “I want the viewer to feel something.” Fashion (2015) Gordon von Steiner | #BoF500 | the business of fashion . For the Woman’s studio capsule collection 16, both collaborators incorporate contemporary edge to correspond with the clothing featuring relevant models including Roos Abels, Mica Arganaraz and Freja Beha in their most recent editorial.
The selection of models set the tone of voice and character of the collection as they have been especially selected by the brand as certain features will fit with the personality. Freja Beha shows a sharp image, with defined cheekbones and a naturally clear cut image, perfectly complimenting the brand’s already clear identity. While Mica Arganaraz’s unique qualities, with her shaggy fringe and strong jawline, fit perfectly with the mood of the modernistic collection. All models are perfectly channelling the age of the targeted audience so the collection is easily identified. The models feature in a selection of still and moving images displayed on the brand’s website, social media and in store visuals. Similar themes are shown in each campaign and editorial material for Studio collections so consumers can identify collections.
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BRAND OBJECTIVES 24
S
TRENGTHS
AFFORDABLE, SLEEK, CONTEMPORARY FASHION - MID/HIGH END HIGH STREET - HEAVY SOCIAL MEDIA UPDATES COMMUNICATE WELL WITH CONSUMERS OVER SOCIAL MEDIA PLATFORMS HIGH QUALITY GARMENTS
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EAKNESSES
- NOT BEING A FREQUENT COLLECTION ADVERTISEMENT OF THE COLLECTION OTHER THAN INSTGRAM
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PPOTUNITIES
EXPANSION OF COLLECTION - MORE REGUALR COLLECTIONS THROUGHOUT YEAR
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HREATS
- SIMILAR TO HIGHER END BRANDS - LOWER PRICED BRANDS COPYING THE CLOTHING CONCEPTS COLLECTION NOT IN ALL STORES
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BRAND OBJECTIVES 26
C O R E
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HIGH QUALITY COLLECTION OFFERING AFFORDABLE SLEEK AND SOPHISTICATED CLOTHING FEATURING MODERNISTIC
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HIGH CLOTHING,
SHARP, MODERN
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QUALITY, HIGH
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MODERN, GRUNGE
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CONTEMPORARY AFFORDABLE END HIGH STREET,
SOPHISTICATION, MODERN STYLES, VALUE FOR MONEY
P HIGH MEDIA,
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I intend to translate the brand essence, value and personality through cinematography and mise-en-scene by making certain stylistic choices to create seamless and successful moving image content for Zara Studio brand. To translate the identity of Zara Studio through moving and still images, the personality, values and positioning needs to be recognisable by deciding on models, location, styling and editing.
GRUNGE
P E R S O N A L I T Y SOPHISTICATED, SLEEK, SHARP,
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END HIGH STREET, POSITIONS ITSELF ON SOCIAL OWN COLLECTION WITHIN BRAND, OWN COLLECTION ON
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y The aim is to successfully translate a sophisticated, sharp identity with an industrial, aesthetically pleasing location. I have sourced two bold locations which contrast with the collection which will then be colour graded down to fit with personality and aesthetic of the whole collection. Therefore I will style the clothing to show modernistic and contemporary silhouettes displaying minimalistic styling through sharp, monochrome colours to fit within the identity of Studio. It will show high street, high end clothing through visuals to compete with other high end competitors.
Movement throughout the film will be sharp, but minimal to focus on a modern moving look book to fit within current and previous visuals for the brand. All content is shown on Zara’s website through studio’s own category displayed in a minimal and sophisticated way which relates to their website layout. My location colours and styling choices correspond well with the current website layout showing a contemporary layout
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I M P L E P L A N A C T I O N + M E N T I O N
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Through heavily analysing Zara Studio Collection, I’ve translated the brand identity through moving image content. To successfully create the content, elements such as casting, location, concept and styling were very important.
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I M P L E P L A N A C T I O N + M E N T I N G 30
P
ROCESS
The preparation for my film took about two weeks. This comprised sourcing my models, makeup artist and photographer, scouting for locations and also organising times and dates which the crew were all available. By the time I had found models to the day of production, there was plenty of time to gather information about clothing and shoe sizes to be able to prep for the shoot day.
Makeup and hair started at 8am on the day of filming. The whole shoot took about four hours including the moving image and stills. Filming in week 5 as scheduled gave me a good deal of time to go over any footage that I wasn’t happy about. However, I arranged another shoot, giving me further opportunity to direct; this time becoming more involved with the cinematography and camera operation. Sourcing the same MUA, the preparation and shoot, again, took about four hours, including outfit and location changes. With two sets of footage, this allowed me to have plenty of material to work with for a one minute film.
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I M P L E P L A N A C T I O N + M E N T I N G 32
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RODU CT
The chosen locations had strong similarities to Zara Studio as most moving image content is shot on location. The locations I sourced were; a contemporary laundrette displaying a bold stripe of red throughout with large silver washing machines. A secondary location was a bright yellow and white passage of a car garage. However when filming, this location worked best for wide and long shots capturing greater movement in a more spacious environment. I thought both locations worked really well together and had comparable elements to Studio with a sense of modern edge encapsulating a strong identity for Studio collection.
For model casting, I wanted a very particular type of face shape and size to fit the character and identity of the brand. The girls I chose both had sharp features and were naturally beautiful. I envisaged the models to be quite skinny, both being size 6/8 with dark hair and fairly similar heights which created a great symmetry within the moving image. To differentiate the models, I directed my MUA to style Nicole’s hair as a curly, wind-blown bob whilst Lily’s to be a straight, sleek low pony tail to enhance her cheekbones and compliment her face shape. These styles complimented both models’ outfits. Styling choices were based around monochrome clothing translating a minimal, sharp sophisticated style with a variation of outfits.
Analysing the current moving image content of Studio, I noticed there was no major movement or narrative. Therefore I chose to create a moving image look book as I felt this better suited Studio’s brand of cool sophistication with sense of minimal white space. To fit the identity of the current and previous Zara Studio content, I’ve edited the colour grading of my moving image so all white is exaggerated to display a fresh, modern image. Also by filtering the red and yellow down, but still showing a strong red and yellow pop of colour throughout, it contrasts with the dark clothing.
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A C T I O N + M E N T I N G
I M P L E P L A N
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ROMOTION
As Studio is only released a couple times a year, my moving image content would be released with the Winter Studio campaign 16, promoted through website and social media platforms, similar to Topshop Boutique as they focus on promoting content through both store graphics and social platforms.
LACEMENT The moving and still image content will be implemented onto the website. As it’s an irregular collection, the content will be featured on the main home page, advertising the new collection to consumers. As well as being on the main home page, Studio will have its own category within editorials, displaying moving image content, still imagery and teasers above the shop section. Also moving and still image, containing social teasers and snippets, is densely promoted through instagram and also Facebook. When the studio collection is released, graphics will sometimes be displayed around certain stores and till points.
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