Zara final book

ZARA Private Label Lingerie

Cassie Askin | Mackenzie Dakin | Lauren Springett Kyra Webb | Erin Wilbur FASM 310 Alessandro Cannata

2

3 THE IDEA

19 COST SHEET

4 COMPANY PROFILE

20 FINAL PRODUCT

5 PRODUCT MIX

21 PILOT PRODUCTION

6 CUSTOMER PROFILES

22 MANUFACTURING

8 COMPETITOR PROFILES

26 TECH PACK

14 MOOD BOARD

34 MARKETING

15 TREND REPORT

38 DISPLAYS

16 FLATS & SKETCHES

40 LOOKBOOK

18 PROTOTYPE DEVELOPMENT

41 PRODUCT EXTENSION

TABLE OF CONTENTS

We felt that as an extremely successful vertically integrated company, Zara was missing a product category that could bring them a whole new variety of consumers. With the introduction of lingerie to Zara’s existing product assortment, we would offer an exclusive collection that fully emphasizes the look and feel that is the Zara brand.

The product line will be featured in Zara Women’s with new products being introduced into stores bi-weekly along with other new merchandise.

THE IDEA

3

ZARA

Zara is a Spanish clothing and accessories retailer founded in 1975 and based in Arteixo, Spain. It is one of the largest international fashion companies belonging to Inditex, one of the world’s largest distribution groups. Zara ‘s product development and distribution takes only two weeks compared to the six-month industry average. Also, Zara is unique to the industry in their zero advertising policy; instead investing in the opening of new stores.

4

COMPANY PROFILE

With the introduction of this new product, Zara will expand its merchandise categories to allow the lingerie collection to account for 7% of the stores total product mix. The remaining categories are as follows: Tops 25%, Dresses 20%, Bottoms 17%, Accessories 16% and Outerwear 15%.

20%

25%

15%

17% 16% 7%

ZARA’S PRODUCT MIX

5

Olivia Age: 19 Location: Boston Occupation: Student Income: Allowance Education: Pursuing a Bachelor’s Degree VALS: Striver and Achievers Purchaser and wearer Shops for lingerie once a month Values price and style over fit, quality, craftsmanship and label/branding

6

CUSTOMER PROFILES

Alex Age: 25 Location: Los Angles, CA Occupation: Public Relations Specialist Income:$50,000 Education: Bachelor’s Degree VALS: Striver and Achiever Purchaser and wearer Shops for lingerie once a month Values price, fit and style over quality, craftsmanship and label/branding

7

Victoria’s Secret is the largest American retailer of lingerie. The company sells lingerie, women’s wear, and beauty products through their catalogs, website, and brick and mortar stores. They sell a wide range of products marketed towards a large customer base.

Customer-centric Broad and Deep Distinctive merchandising strategy High level of focus on fixtures and lighting Strong emphasis on customer service

8

COMPETITOR PROFILES

Basic cotton slips: $29- $38 Specialty slips: $68- $225 Bras: $58 Underwear: $28

For Love and Lemons is based in Los Angeles, CA. They sell clothes, lingerie, and jewelry through their website and selected third party retailers. They offer unique, fashion forward pieces that cater to the edgy consumer.

Product-centric Narrow and Shallow Slips: $97- $173 Bras: $72 Underwear: $62

9

La Perla is an Italian clothing company specializing in lingerie. The company sells high quality lingerie, swim and sleepwear through its website and stores.

Customer-centric Broad and Shallow Seamless merchandising strategy Modern fixtures and lighting Strong emphasis on customer service Slips: $78- $862 Bras: $238 Underwear: $148

10

COMPETITOR GRAPH 11

PRODUCT DEVELOPMENT

14

MOOD BOARD

TREND REPORT 15

16

FLATS

SKETCHES 17

The eggplant romper was the first prototype of the ten piece collection developed for the lingerie line. It was created with China silk and polyester ribbon.

18

PROTOTYPE DEVELOPMENT

COST SHEET

_________________________________________________________________________________________________ Style #: 7219

Date: 5/14/14 Description: Women’s Lingerie/ Slip

Season: F/W 14 Fabric: 100% China Silk

Size S M L

Size Scale 3 2 1

Material China Silk 45” Total Material

Labor Cutting/Sewing Total Labor

Trim/Findings Thread Ribbon Main Label Care Label Hang Tag/Price Kit Packaging Total Trim

Yardage 1

Price $4.75

Description Shipping $25.00 per kilogram Duty 9.4% of labor/material Overhead $1.25

Total Manufacturing Costs: $12.00

MU%: 59%

Retail Price: $29.50

Cost $4.75 $4.75

Quantity 1 2.75 1 1 1 1

Cost $2.20 $2.50

Price .08 .25 .05 .05 .04 .12

Cost .08 .69 .05 .05 .04 .12 $1.03

Cost $1.60 $.87 $1.25

COST SHEET 19

20

FINAL DESIGN

10 Styles

-7 sets, S,M,L

-3 slips, S,M,L

500 Stores

Tops

Total Sets: 336 pieces per store Total Slips: 72 pieces per store Total Manufactured Pieces: 408 x 500 = 204,000 for 2 weeks S

84

M

56

L

Sets

S Bottoms

28 84

M

56

L

28

Slips

S

36

M

24

L

12

The lingerie line consists of 10 pieces for the first production. Seven bra/ underwear sets, and three slips. Zara will be producing the new line for all 500 of its stores. This will result in a total of 204,000 SKUs for production.

PILOT PRODUCTION 21

Zara is a vertical retailer, and manufactures it apparel under the Inditex Group. Inditex is one of the largest fashion retail groups in the world. The company has a number of textile design, manufacturing and distribution facilities, all of which are located in Spain. Zara employs over 200 designers that produce over 11,000 designs per year.

22

MANUFACTURING

23

TECH PACK

The tech pack gives the specifications for the romper prototype, including the design specifics, the fabric choices, as well as trim and thread components. It also details the tag placements and how the garment will be packaged and shipped.

26 TECH

PACK

DESIGN SHEET

PAGE #01

COMPANY NAME: ZARA

STYLE # 2122

ADDRESS: Avenida de la Diputación s/n15142 Arteixo, A Coruña, Spain PHONE: 1-212-355-1415

SKETCH

FAX: 1-212-355-1416 GARMENT INFORMATION GROUP NAME: Private Label Lingerie CLASSIFICATION: Lingerie SEASON: F/W 2014 GARMENT LABEL: ZARA FABRIC CONTENT: 100% China Silk COLORWAY: Eggplant, Eggshell DESCRIPTION: Semi-sheer romper with eggshell strappy details.

EMW DATE CREATED: 05/20/2014

DATE MODIFIED:

DATE RELEASED:

DESIGN SHEET 27

ILLUSTRATION SHEET COMPANY NAME: ZARA

ADDRESS: Avenida de la Diputación s/n15142 Arteixo, A Coruña, Spain PHONE: 1-212 355 1415 FAX: 1-212 355 1416 SKETCH

STYLE #: 2122 GROUP NAME: Private Label Lingerie CLASSIFICATION: SEASON: F/W Lingerie 2014 GARMENT LABEL: ZARA COLORWAY: Eggplant, eggshell

EMW FABRIC INFORMATION 100% China Silk

STYLE WIDTH See fabric sheets

DATE CREATED: 05/20/2014

SIZE RANGES

S, M, L Sample size: S

DATE MODIFIED:

28 ILLUSTRATION

SHEET

DELIVERY DATE TBD

COMMENTS

DATE RELEASED:

FABRIC SHEET COMPANY NAME: ZARA

ADDRESS: Avenida de la Diputación s/n15142 Arteixo, A Coruña, Spain PHONE: 1-212 355 1415 FAX: 1-212 355 1416 SKETCH

FABRIC INFORMATION

EMW STYLE WIDTH

100% China Silk

Eggplant #35137 45” wide

DATE CREATED: 05-20-2014

DATE MODIFIED:

STYLE #: 2122 GROUP NAME: Private Label Lingerie CLASSIFICATION: SEASON: F/W Lingerie 2014 GARMENT LABEL: ZARA COLORWAY: Eggplant, eggshell SWATCH

SIZE RANGES

DELIVERY DATE

S-M-L Sample size: S

TBD

COMMENTS

DATE RELEASED:

FABRIC SHEET 29

COMPONENT SHEET

COMPANY NAME: ZARA

STYLE #: 2122

ADDRESS: Avenida de la Diputación s/n15142 Arteixo, A Coruña, Spain

GROUP NAME: Private Label Lingerie CLASSIFICATION: Lingerie

PHONE: 1-212 355 1415 FAX: 1-212 355 1416

FABRIC CONTENT: 100% China Silk COLORWAY: Eggplant, Eggshell

ITEM VENDOR CODE ORIGIN

CONTENT

SIZE QUANTITY UNIT OF MEASURE

LOCATION

COLOR

COMMENTS

Ribbon Joann’s, style # 1513

100% poly

¾” wide, 1 yard, per garment

Straps

Eggshell # 172

Ribbon, Joann’s, style # 1517

100% poly

1” wide, 1 ¾ yard, per garment

Under bust, leg holes

Eggshell # 172

Thread

100% cotton

Spool 5000, as needed per garment

All seams and hems

Eggplant # 291

Any eggshell may be used for sample Any eggshell may be used for sample May substitute if needed

Thread

100% cotton

Spool 5000, as needed per garment

All seams and hems

Eggshell #172

May substitute if needed

DATE CREATED: 05-20-2014

30

SEASON: F/W 2014

DATE MODIFIED:

COMPONENT SHEET

DATE RELEASED:

LABEL / PACKING SHEET COMPANY NAME: ZARA ADDRESS: Avenida de la Diputación s/n15142 Arteixo, A Coruña, Spain

STYLE #: 2122 GROUP NAME: Private Label Lingerie CLASSIFICATION: SEASON: F/W 2014 Lingerie PHONE: 1-212 355 1415 GARMENT LABEL: ZARA FAX: 1-212 355 1416 COLORWAY: Eggplant, eggshell Item-Vendor Code Origin Content Size/Quantity Unit of Measure Location Color Comments Main Label #6166 Cotton/Poly Bk, Left Black 1, ½” x 2” Edge Care Label #6762 Cotton/Poly Rgt. Hip White 2, 1” x 2” Inseam Hang Tag/Price Kit Cardboard Lft. White Curved 1.5” x 2” #8227 Underarm edges seam Packing Box #9156 Cardboard N/A Brown 14”x12”x 3.5” Plastic Bag #3598

Plastic

DATE CREATED: 5/20/2014

16”x14” DATE MODIFIED:

N/A

Clear

DATE RELEASED:

Hang Tag

Main Label Care Label

LABEL/PACKING 31

MARKETING

34

PRESS RELEASE

Twitter

Instagram

Pinterest

F/W 2014

F/W 2014

F/W 2014

SOCIAL MEDIA 35

The launch of the new lingerie product line will be introduced to the market with an event at the Zara Los Angeles Farmer’s Market store. “Dear Los Angeles” will be centered around the aesthetic and essence of the lingerie.

36 LAUNCH

PARTY INVITATION

LAUNCH PARTY 37

Visual window displays are a key way for Zara to advertise the new lingerie product line. Zara stores are located in central city locations that allow for opportune free advertising for the store. With the launch of the new line, the window displays will be exclusively lingerie, showcasing the new products.

38

VISUAL WINDOW DISPLAYS

The in-store displays will feature the lingerie line within a specified region of the store. Each lingerie style will be showcased either hung on the wall or displayed on tables. The sales associates within the fitting room will monitor the garments that the customer brings in, allowing all lingerie to be tried on aside from underwear.

IN-STORE DISPLAY 39

Zara produces lookbooks seasonally for each new collection.

Their clean aesthetic is used to display highlighted pieces of the collection. This marketing tactic will be implemented with the new lingerie line.

40

LOOKBOOK

Season Color Progression

Potential Product Expansion: Robes and Sleepwear

The lingerie line will advance through the season by following the color progression above. It will start with the soft palette of late summer and work into the deep tones for late fall and winter. A potential product expansion for the new line is to extend into robes and sleepwear. These new products would carry the same unique and edgy aesthetic of the lingerie.

PRODUCT EXTENSION 41