Zara Brochure - Beth Sargent

Z Fig.1. Zara - Spring/Summer Collection - 2017.

ARA

Fig.2. Zara - Spring/Summer Collection - 2017.

C ontents

1. INTRODUCTION, PAGE 4 2. COMPANY PROFILE, PAGE 5 3. THE 7P’S ANALYSIS, PAGE 6 - 13 4. THE MARKET, PAGE 14-15

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he purpose of this paper is to discover and analyse the high street

Zara, as it one of the biggest in the fast fashion industry, with Zara being a multi-channel retailer, having bricks and mortar stores worldwide, e-commerce and catalogue/look books they allow themselves to reach all aspects of their consumers in many formats. In the following paper I will look to analyse with the company by wfirstly looking at their company profile, and where they began, how long the company has been in retail and where they position themselves in the market, as well as evaluating using the 7 P’s model and finally looking at the market they target their products to. To finalise this paper, I will discover what I believe the company is

Fig.3. Zara - Spring/Summer Collection - 2017.

brand

missing for their consumer and further put together an idea business plan for the future for the company whether it be relating to a specific style the company are missing or branding they may not be excelling at.

INTRODUCTION

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ara is a clothing and accessories company for men, women and kids that was

La Coruna, Spain and has now become one of the largest retailer in the world. The founder of Zara is; Amancio Ortega, he established Zara along with the Inditex Group a company that is made up of eight brands with over 7000 stores in the world, ‘the group lays the foundations for a distribution system capable of reacting to shifting market trends extremely quickly’(“Our

History - inditex,” n.d.) With the help of this establishment Zara slowly began to expand into the empire we know today, as stores spread through the rest of Spain, followed by Portugal and by the 1990’s Zara had expanded stores to the united states, France and the rest of Europe. Today Zara has 6500 stores across 88 countries.

Zara’s success has come down to it being able to keep up with the ever changing fast fashion scene, the company constantly looks at how fashion is changing daily, and ensures to create new designs and looks and have them in stores weeks later, in comparison to other fashion company that take a minimum of six months.

Surprisingly to the market Zara has never needed advertisement to become a worldwide renowned brand, company founder Amancio Ortega has never spoken to the media nor advertised himself or the company in anyway, the clothes speak for themselves!

COMPANY PROFILE

Fig.4. Zara - Spring/Summer Collection - 2017.

established in a small store in

PROMOTION

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ara does not use any form of advertisement to promote its brand the

Amancio Ortega has never spoken to the media nor advertised himself or the company in anyway, he simply lets the clothes and accessories speak for themselves. This could be considered a weakness for the brand as they’re missing out on key opportunities to reach a wider target market, but on the other hand the brand is a multi-million world leading retailer that doesn’t specifically need a secondary market that will purchase the one off products they want.

Although research proves Zara doesn’t advertise and promote using television or posters and billboards, the brand does have social media such as; Instagram and twitter this is a quick easy way to connect to the consumer through a media that the target consumer is constantly using in today’s society.

Another promotion technique Zara uses is the power of its store windows,

Fig.5. Zara - Spring/Summer Collection - 2017.

company founder

this is a clever discrete way the company does to show off its products and putting it straight in front of the consumer without them realising and enticing them within the store.

Finally, Zara puts out look books every season to show a collection of their top products they have for that season, consumers can view this online or in store.

7 P’S ANALYSIS

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PRODUCT

Zara is their clothing range their clothing range varies in price, from a simple LBD for £19.99 to a leather jacket over £100.00 the products are still considered high street and fast fashion priced. Zara produce four different categories of clothing; Women’s -this is targets at the sophisticated and well-dressed ladies, TRF - this is targeted towards a slightly younger age, with a more casual, rock chick style, Men’s – this is for men age ranged between 20-30 year’s old who live a stylish lifestyle and Kids – aged from newly born to 15 year olds, showing how Zara covers all age groups and styles for its consumer.

Other products that are sold within the stores are, accessories such as jewellery, shoes and handbags all of which are differently price ranged, as Zara have ranges within the store that are called “special price” which for a pair of shoes can start from £19.99 which is always accessible for the consumer to purchase due to their class.

Zara also produces its own perfume and aftershaves, this is a unique selling point from other high street stores such as H&M and Topshop, as no other stores have established themselves like this, allowing to stand allow in the market. he main product sold in

ara’s first store opened in

La Coruna, Spain under the name of ‘after the founder of the company Amancio Ortega established himself within the textile industry with fashion group Inditex. The brand soon expanded and established itself world-wide with the next stores appearing in Porto, Portugal, then 1989 opening in New York, US and onto Paris, France in the 1990’s it wasn’t until 1998 till Zara reached the United Kingdom, the company now has 6500 stores across the world in 88 countries making it the largest retailer in the world.

Zara stores inside are always very clean, white and bright allowing you to see the clothes clearly, around the stores the handbags and shoes are displayed above and below the clothes this allows the consumer to envision an outfit and how they might want to wear their Zara product in a way they may not have thought of before. The stores throughout the world stock similar items of clothing and slightly varying depending on when

they receive the new products, but all the stores are styled and decorated the same allowing the consumer to know as soon as they walk in the store what type of experience they’re going to have.

Fig.6. Zara - Spring/Summer Collection - 2017.

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PLACE

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PRICE

Zara’s clothing, the brand uses a swing tag and label, with the brand on the front as well as establishing what range it’s from, for example; TRF or womenswear. The tags that Zara uses is very plain and stand or

alone with the logo on the front in their iconic writing making it clear

to everyone what brand they’re buying and how established the retailer is.

The prices for the products sold in Zara vary depending what range you purchase, as kids clothing is much cheaper than women’s and menswear.

Womenswear and menswear averages on a price range between £20.00 £60.00, this price range shows how the retailer is a mass production brand and how they are producing quick fast-fashion for their consumer allowing them to achieve their high fashion look for affordable prices.

Children’s wear averages around the prices of £5.00 - £30.00 this is extremely affordable for children that are growing constantly and parents not wanting to spend a lot of money on fashionable clothing.

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Zara and first started the company was founder Amancio Ortega and partner at the time Rosalia Mera, still to this day Ortega is the owner of the retail store Zara. Behind the scenes with the designers of Zara is kept very quiet, but within a fast fashion retailer there will be numerus designers choosing outfits they see from runway shows, he people behind

Fig.7. Zara - Spring/Summer Collection - 2017.

PEOPLE

celebrities and trends in the street allowing them to produce their own style in an affordable price range.

Along with the designers is the workers employed by Zara to work within the stores, they are the people who consumers first come interact with within the store, so they are there to make an easier, better and happier experience for the consumer.

The main people focus Zara take into account is the consumer as they are the people purchasing the clothes allowing the company to turn over millions of pounds each year. The Zara customer is predominately women. The women that shop in Zara want to be on trend constantly and are happy to spend their time looking for the right outfit.

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PROCESS

here are a few different ways in which you can purchase products from

Zara; through the bricks and mortar stores themselves, on their e-commerce online retail and through their app, all of which are very simple and typical methods for a fast fashion brand. In store purchases, are one simple transaction; finding a product you like, taking it to the till and paying, payments to Zara can be made in cash, card and gift cards. For their online retailing it’s a very similar process to the in person transaction, the consumer finds a product they like, takes it to their shopping basket, and upon checkout they may pay with cards, girt cards or PayPal. Consumers may prefer online shopping to instore as there can sometimes be more choice of products and sizes, on the other hand they may prefer going in to the store and having the experience of being able to touch and try the clothes on for themselves, as well as it being a great way of interaction with other consumers and workers.

Although Zara is a fast fashion retailer it very much bases itself to follow designer and high end designs, but unlike designer brands Zara doesn’t offer a personal shopper service, where someone brings you many items to try, this could be a route the company may decide to go down in the future.

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n the

PHYSICAL ENVIRONMENT

Zara stores they are kept very clean and plain, the dĂŠcor inside

the store are usually black and white this allows the colours of the clothes to pop out to the consumer.

The stores are generally large rooms

them to ensure they see all the items available to them within the store.

The way the store is layout is with the clothing lines head height with accessories such as handbags and jewellery above and shoes below, this

allows the consumer to generate ideas for an outfit they probably didn’t

know they needed, this is a clever disguise of promotion for their products.

Within the stores are changing rooms for consumers to try on clothing items, they are bright and light allowing you to see the outfit and your-

self in the best lighting resulting in the consumer feeling better about themselves and confident.

In the stores all over the world they generally carry the same lines of

clothing allowing it to be accessible for the consumer no matter where you live.

Fig.8. Zara - Spring/Summer Collection - 2017.

allowing space and freedom for the consumer to move about and allows

they bought the most.

people asked which range from zara

100

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womenswear

trf

kids

menswear

100 people whether they be women, men or kids whether they shopped at Zara, and if so which range they bought the most. 45 people said they bought womenswear, 30 people said they bought TRF, 5 people said they bought kids and 20 people said they bought menswear. he following graph shows after asking

Fig.9. Zara - Spring/Summer Collection - 2017.

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ara targets a consumer of the upper middle class, as they deliver styl-

ish, trendy and fashion forward products for a price that is reasonable for its consumer.

Zara consumers say they shop at Zara as it allows them to have designer and off the catwalk look for high street prices. The Zara consumer age ranges from 18 to 58 years old, as most women that age will admit to having shopped or shop at the retail store. Although Zara’s specific target market is between 21- 30 years old. The consumer is predominantly women because of this factor ‘Zara delivers new products twice a week, this adds up to more than 10,000 new designs each year!’(Petro, 2012) So there’s no question why women live, love and breath the fast fashion brand Zara.

As mentioned earlier Zara does not use advertisement to entice and attract its consumer, it uses its e-commerce online retailing and store front for the attention of its market, its store front is always pristine, well lay-

out and fashionable as well as being in prime locations within cities making it accessible for the consumer.

THE MARKET

Fig.9. Zara - Spring/Summer Collection - 2017.

References: - Our History - inditex. Retrieved from inditex.com, https://www.inditex. com/en/our_group/our_history.

- Petro, G. (2012, October 25). The future of fashion retailing: The Zara approach (part 2 of 3). Forbes. Retrieved from http://www.forbes.com/sites/ gregpetro/2012/10/25/the-future-of-fashion-retailing-the-zara-approachpart-2-of-3/#3261b7f739a0 Images: -Fig.1. Zara - Spring/Summer Collection - 2017 - Steven Meisel -Fig.2. Zara - Spring/Summer Collection - 2017 - Steven Meisel -Fig.3. Zara - Spring/Summer Collection - 2017 - Steven Meisel -Fig.4. Zara - Spring/Summer Collection - 2017 - Steven Meisel -Fig.5. Zara - Spring/Summer Collection - 2017 - Steven Meisel -Fig.6. Zara - Spring/Summer Collection - 2017 - Steven Meisel -Fig.7. Zara - Spring/Summer Collection - 2017 - Steven Meisel -Fig.8. Zara - Spring/Summer Collection - 2017 - Steven Meisel -Fig.9. Zara - Spring/Summer Collection - 2017 - Steven Meisel

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