ZARA CREATIVE IMPULSE. 1
INDEX. 1. ZARA................................................................. 3 2. MARKET POSITION........................................... 4 3. TARGET............................................................. 6 4. VALUE PROPOSITION....................................... 8 5. COMMUNICATION............................................ 10 6. CURRENT SITUATION....................................... 12 7. ZARA CREATIVE IMPULSE................................ 14 8. NEW TARGET.................................................... 16 9. GOALS.............................................................. 18 10. WHAT TO DO................................................... 20 11. WHAT NOT TO DO............................................. 21 12. THE EDITORIAL BRIEF - CREATIVE IMPULSE... 22 13. THE STYLIST.................................................... 24 14. THE PHOTOGRAPHER...................................... 26 14. MODELS.......................................................... 28 16. MAKE-UP AND HAIR........................................ 29 17. THE STUDIO..................................................... 30 18. MUSIC............................................................. 31 19. FOOD............................................................... 31 20.EDITORIAL...................................................... 32 21. CATALOG......................................................... 40 22. WEBPAGE........................................................50 23. BIBLIOGRAPHY................................................60
ZARA.
Zara is one of the world’s largest fast-fashion companies, which belongs to the Inditex Group. The brand was founded by Amancio Ortega and opened its first store in A Coruùa in 1975. Zara has nowadays more than 2,200 stores in 96 countries and has remained ever since faithful to its main core values (beauty, clarity, functionality and sustainability) in order to improve their customer experience. (Inditex, 2018) The Spanish fashion chain offers on-trend housebrand clothing, shoes and accessories catered for men, women and children. (Zara, 2017) 3
Zara works hard on constantly delivering new ideas that stick to the brand personality: confident, beautiful, unpretentious and stylish. They are able to identify the continuous changes in the fashion industry and create designs that instantly respond to their customers desires. (Zara Marketing Report, 2018)
MARKET POSITION. Although Zara is one of the leaders in its sector (Inditex, 2018), the brand has a wide range of different competitors due to the fact that the retail industry is highly competitive and changing. & Other Stories, Forever 21 and New Look are some of the brand competitors. However, the main competitors for Zara are H&M and Uniqlo. (Zara Marketing Report, 2018) Zara has become a worldclass brand not only through their rapid response to the market demand, but also through the emphasis put on fast imitation, design, production and sale. (Positioning for Zara, 2016)
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TARGET. Due to the ranges that the brand offers (Kids, TRF, Women and Men), Zara’s broader customer varies from 0 to 40 years old, both male and female. Environmental-and-fashion-conscious people who are aware of the latest trends within fashion. However, Zara does not segment their target regarding the age, but the lifestyle of the customer. (Zara Marketing Report, 2018) Notwithstanding, Zara’s primary target consists of women and men of middle-range incomes that usually vary from 18 to 40-years-old. (Pratrap, 2017)
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VALUE PROPOSITION. Zara offers a wide variety of fashionable clothes of different styles at an affordable price. (Harbott, 2011)
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COMMUNICATION. INTERNAL Zara does not only have the Code of Conduct and Responsible Practices, which establishes a guideline for their employees to follow as a way to communicate the brand values, but also has internal promotions and trainings.The Code of Conduct of Manufacturers and Suppliers works exactly the same as the previous. This time to ensure that sustainability is applied effectively within their company. (Inditex, 2015)
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EXTERNAL Zara’s communication strategy focuses on word of mouth that comes from family and friends rather than advertising. (Kalb, 2016) However, as the most appealing communication method is the Internet nowadays, the use of social media, which has become the most important method for media consumption, is key for their communication. (Deloitte, 2015) The brand is active in Instagram, Facebook, Twitter, YouTube and Pinterest. The content is usually the same in the majority of the medias, which leads their audience to not follow all of them at the same time. (Moth, 2013) This communication strategy makes easier to show their newest products as they are in constant change. Zara uses the store location as a way of communication to contribute with the message they want to convey to their customer, too. 11
CURRENT SITUATION. As Zara is one of the most renown brands in the fashion industry worldwide, it has the potential to send its message to a large number of people. And, as many brands are doing similar things to Zara, the company wants to add an extra value in it related to art to stand out from its competitors. For this reason, the company is about to launch an exclusive section dedicated to art. The pieces of clothing and accessories will be designed and directed by anonymous street artists.
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Zara Creative Impulse is the new exclusive streewear clothing section of the brand, inspired by street art: a visual art that can be found in public locations. The origins of the Urban Art come from the graffiti and the creators of the street artworks are usually anonymous and have emerged from the skateboarding scene. (Google Arts and Culture, 2014) Zara Creative Impulse offers clothing of a completely new style inspired by some creators of the street art, skateboarders. The garments will combine showy
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colors, such as yellow, red, blue and green together with other classier tones. The message provided by the photography of the collection will be funnier, friendly and creative. Zara will not leave the fashion and stylish soul of the brand but will add a lifestyle that was not considered before; loose-fitting and formless. The purpose of Zara Creative Impulse is to let customers imagine and reflect their feelings and ideals through their clothing.
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THE NEW TARGET. Trendy youngsters that enjoy Fashion but have a more vulgar style that could not be found in fast-fashion stores. They enjoy street art and will probably be creators of their own.
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As aforementioned, Zara does not segment its market by age but by lifestyle. Therefore, anyone who enjoys the skate, creative and informal lifestyle Zara Creative Impulse offers will be a possible customer for the brand section.
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GOALS The main goal is not only to add an artistic and creative value related to art to Zara that will make the brand stand out from its competitors, but also to wider its target and offer fast-fashion, stylish and alternative collections at a reasonable price.
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INSPIRATION on what to do. 20
inspiration on what not to do. 21
THE EDITORIAL BRIEF – CREATIVE IMPULSE. The editorial is an impulse to create, improvise and flow.
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Good feelings should be transmitted through the editorial. Photographs must give the viewer excitement through the use of bright and showy colors and the expressions of the models. Everyone should feel free to be who they are; therefore, the expression of freedom is key. The feel and look of the editorial will stick to Zara’s usual behavior in terms of layout for the publishing, very simple and minimal. But, the photography will be completely different from what they have been always doing.
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THE STYLIST - ABE CHAVEZ. @abeofsteel
The styling will be done by Abe Chavez due to the fact that he has worked on previous stylings with a similar idea to Zara Creative Impulse. His professional profile is varied and even though he has worked for recognized brands, he is not renown in the social media, he counts with 979 followers on Instagram and has no webpage or personal blog. Hence, connects in a way with the anonymity the new clothing section wants to stick to by using anonymous designers and models. The company will completely leave the styling outfits in the hand of Abe Chavez. He will be able to create as many combinations as he wishes with the complete collection.
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THE PHOTOGRAPHER - SAM MCGUIRE. @samuelmcguire The photographer captures powerful and exciting photography that crash through a colorful world. Energy, creativity and go-with-the-flow could be his values as a photographer. As a professional he has worked photographing the skate society, nevertheless, he has also worked for prestigious brands, such as Converse, Nike, Etnies, etc. (Sam McGuire Info, 2018) His ideology of photography and his previous work are what Zara Creative Impulse wants to transmit, for this reason, the company will hire him to create the environment naturally in the editorial.
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MODELS. The models for the editorial will be chosen in the streets. The team in charge of the collection will visit Barcelona and will choose people from the streets that can fit with the idea. Skaters, creators of graffities, alternative people, etc. The feel of the pictures will provide an open-minded message. Everyone is welcome to become part of the community, so, those who were not targeted by Zara may be identified with the brand thanks to the new section.
The profiles of the models will not be prethought, so the team in charge of the selection will be driven by sensations rather than physical profiles.
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MAKE-UP AND HAIR. For this editorial, the brand won’t select any make-up artist. The models will be asked to be their own way, so that they will be completely free to decide whether to put makeup on or not. Zara Creative Impulse will give complete freedom to all the models to make sure they feel comfortable with themselves and act naturally.
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studio. The photographs will be taken both indoor and outdoor. On the one hand, the indoor photography will be taken at a Photography Studio based in Barcelona and owned by Shoot Studios. A place that reminds of an abandoned workshop filled with character. The aesthetics are maintained as aged and destroyed. (Shoot Studios, 2018)
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MUSIC.
FOOD.
As the shooting will be time to share and enjoy, a set of speakers will be brought by Zara’s group, and a Spotify playlist will be played during the shooting. This playlist will be created exclusively for the project. Each participant will be able to upload songs in it, so that everyone will be able to enjoy their own music and be in their own environment while at the same time they are getting familiarised with others likes.
The models and the entire team working on the project will be invited to lunch. The timing will not be established, but anytime the whole equip agrees, they will be invited to a restaurant near the location they are at. However, water and snacks will be offered during the shooting.
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EDITORIAL.
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EDITORIAL.
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POHOTOGRAPHER. Sam McGuire STYLIST. Abe Chavez MODEL. Anonymous
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T-shirts: Creative Impulse Zara Jeans: Obey Clothing
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Jumper: Creative Impulse Zara
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Shirt from Creative Impulse Zara. T-shirts from Mango. Trousers from Creative Impulse Zara
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Complete look from Creative Impulse Zara.
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catalog.
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catalog. catalog.
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WEBPAGE.
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WORDRPESS - https://creativeimpulse.home.blog ISSUU - https://issuu.com/inescampeny/docs/issuu_creative_impulse
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Instagram.com. (2019). Sam McGuire (@samuelmcguire) • Instagram photos and videos. [online] Available at: https://www.instagram.com/samuelmcguire/ [Accessed 17 Dec. 2018]. Obey Clothing. (2019). Magazine. [online] Available at: https://zine.obeyclothing.com [Accessed 18 Dec. 2018]. Instagram.com. (2019). Abe Chavez (@abesofsteel) • Instagram photos and videos. [online] Available at: https://www.instagram.com/abesofsteel/ [Accessed 17 Dec. 2018]. - IMAGES Hufworldwide.com. (2019). Huf Spring 2018 Lookbook | HUF. [online] Available at: https://www.hufworldwide.com/spring2018-lookbook [Accessed 14 Dec. 2019]. WGSN | Creating Tomorrow | Trend Forecasting & Analytics. (2019). User Login | WGSN | Creating Tomorrow. [online] Available at: https://www.wgsn. com/library/results/ids/29888150 [Accessed 20 Dec. 2018]. Insta-stalker.com. (2019). OBEY Clothing @obeyclothing on Instagram - Insta Stalker. [online] Available at: https://insta-stalker.com/profile/obeyclothing/ [Accessed 22 Dec. 2018]. repol, g., Murphy, O. and Swarte, B. (2019). YOUTH CREW | Obey. [online] Obey Clothing. Available at: https://zine.obeyclothing.com/2018/11/06/ youth-crew/ [Accessed 8 Nov. 2018]. Forever21. (2019). Men. [online] Available at: https://www.forever21.com/ca/ shop/catalog/category/21men/mens-main [Accessed 12 Nov. 2018]. ZARA. (2019). BUCKET RAIN HAT. [online] Available at: https://www.zara. com/es/en/bucket-rain-hat-p05946794.html [Accessed 21 Nov. 2018]. 61
Zara.com. (2019). ZARA Spain | SALE. [online] Available at: https://www. zara.com/es/en/ [Accessed 26 Dec. 2019]. ZARA. (2019). BASIC REGULAR FIT T-SHIRT. [online] Available at: https://www.zara.com/us/en/basic-regular-fit-t-shirt-p09240330.html?v1=7312376&v2=1175393 [Accessed 20 Dec. 2018]. & Other Stories. (2019). Structured Belted Workwear Jacket. [online] Available at: https://www.stories.com/en_eur/clothing/blazers/product.structured-belted-workwear-jacket-green.0713162001.html [Accessed 28 Nov. 2019]. Skateboarding, P. (2019). Primitive x Huy Fong Foods. [online] Primitive Skateboarding. Available at: https://primitiveskate.com/collections/huyfong-2 [Accessed 18 Dec. 2018]. repol, g., repol, g. and Murphy, O. (2019). Ollie Murphy Photo Diary | Obey. [online] Obey Clothing. Available at: https://zine.obeyclothing.com/2017/06/29/ ollie-murphy-photo-diary-2/ [Accessed 27 Dec. 2018]. I-d. (2019). skater sean pablo knows chucks look best trashed. [online] Available at: https://i-d.vice.com/en_us/article/ywkqdv/skater-sean-pabloknows-chucks-look-best-trashed [Accessed 2 Jan. 2019]. The Impression. (2019). Paris Fashion Week Street Style Spring 2019 Day 6 Cont. - The Impression. [online] Available at: https://theimpression.com/ paris-fashion-week-street-style-spring-2019-day-6-cont/ [Accessed 4 Jan. 2019]. Red Bull. (2019). 10 maĂŽtres de la photo de skate Ă suivre sur Instagram. [online] Available at: https://www.redbull.com/ch-fr/skate-photographes-instagram [Accessed 4 Jan. 2019].
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Sam McGuire. (2019). Sam McGuire | Bconverse B Cons In China. [online] Available at: http://www.samuel-mcguire.com/story/15692/bconverse-b--cons-in-china [Accessed 8 Dec. 2018].
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INÉS CAMPENY DE LARA BA FASHION MARKETING AND COMMUNICATION LEVEL 5 - 2018/19 5FAMK003C VISUAL AND VIDEO TECHNIQUES CWK1 NICOLAS GODON
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