ZARA 6-MONTH BUYING PLAN SPRING 2015
TABLE OF CONTENTS.
ZARA COMPANY MISSION
1
BRAND IDENTITY
3
ZARA SCOPE
5
FAST FASHION
7
SWOT ANALYSIS
5
COMPETETORS
6
KEY TRENDS
7
TREND IMPACT
8
SOCIETY IMPACT
9
INSIGHTS
10
CORPORATE BUYING PLAN
11
ZARA-CHICAGO
12
ZARA- MIAMI
13 14
COMPANY MISSION. Zara is the world’s largest fashion retailer in the world today because of its widely known process invention. Fast fashion, creativity, flexibility, quality design and rapid turnaround are all part of its approach to expand internationally at such a fast pace. They aim to give customers the best product, at the lowest price, as quick as possible.
1 ZARA
BRAND IDENTITY. Zara stores are usually located at upscale locations in the world’s largest cities. Their strategy is to stay as close as possible to luxury brand name stores, so people associate the store with luxury, but sill offering a lower price point. Although the apparel may be relatively less expensive compared to designer goods, Zara has never discarded the quality or comfort of its completed products. Zara’s approach to design is heavily influenced by their customers’ wants and needs. Zara does its best to maintain the fruitful relationship with its customers because it is an important channel of information. Their most successful, strategy is using ideas and comments from different demographics, with hope of creating something for everyone.
3 ZARA
ZARA SCOPE. Zara is part of the Inditex Group, and currently owns 51 stores in the United States. Inditex opens more than one store a day and over 500 stores a year. Total Zara Stores: 2,024 Zara’s supply chain is its competitive advantage. Their pricing is lower than competitors prices, but profit margins are higher due to direct efficiencies gained from a shortened, vertically integrated supply chain. Zara uniquely controls most of its manufacturing and distribution; about half of its clothes are made in Spain or nearby countries.
5 ZARA
FAST FASHION. Zara employs spotters who roam around night clubs and social places with digital cameras capturing the latest trends in fashion. Instantly sending it to design and production managers, who immediately produce clothing and make them available in stores within two weeks.
7 ZARA
WHO IS THE ZARA CUSTOMER?
MEET THE ZARA WOMAN. Though the official target customer is 0-45 years the most popular of the brands in store is Zara women and Zara TRF. It accounts for 75% of the company’s sales, which include clothes, accessories, and shoes.
LUXURIOUS. She is 25-40 professional woman that has the luxury brand taste but cannot yet afford it. She shops at Zara to fulfill the desire for quality clothing but keeping within her budget
INSPIRED. She can be anywhere from a skilled manual worker to a supervisor at a company. Regardless of her job, she is always the one to play music in the work place. Her taste ranging anywhere from Mumford and sons to BeyoncĂŠ, based on the mood she is in.
SPONTANUOUS. Her wardrobe consists of classic unique pieces that easily can convert from proper work wear to a night out on the town. On her days off she loves to catch up with friends and keep current with the local culture; attending the latest gallery and restaurant openings, or grabbing drinks while enjoying a live band.
WHAT MAKES ZARA SUCCESSFUL?
Process Innovation
Fast Fashion
Accurate forecasting
Responsive employees Customer-wants Reports
Large team of designers Quick Response
Never paying for ads
Meteorologists