Retail Store Collaborative Project
TABLE OF CONTENTS
01
COMPANY OVERVIEW 3-16 History, Mission & Vision, Product oering Store Positioning, Target Market, SWOT, Competitors
02
LOCATION ANALYSIS 17-24 Shopping Mall Overview
03
ASSORTMENT PLANNING 25-32 Key & Subclasses, Current Trends, Merchandise Assortment, Product Placement
NEW STORE DESIGN 33-42
04
Store Concept, Interior, Visual displays, Planogram
PROMOTIONAL TOOLS 43-48 Social Media, Campaigns
05
COMPANY OVERVIEW
Amancio Ortega The Man Behind ZARA. one of the wealthiest man in the world! Founding chairman of Ortega build his company and in 1975 he opened his first retail store, Zara. Zara became famous for selling high quality designer products at aordable prices. Due to this success, Ortega continued to expand and was credited with choosing strategic locations for each successful expansion. By 1989 Amancio Ortega was profitably operating almost one hundred Zara stores in Spain. (Inditex) Ortega continued to keep his brand simple and direct. His goal was to produce clothing in fewer quantities and for stores to be refilled more often to cut down on inventory and shipping costs. Since Ortega kept his factories in Spain and produced smaller amounts of clothing, he was able to pass the savings onto the consumer. Zara became so popular, in fact, that Amancio Ortega hardly needed to advertise at all.
4
1
ABOUT ZARA Zara is a flagship brand of the Spanish retail group, Inditex group. Inditex is the world's largest fashion group, which owns other fashion brands such as Pull & Bear, Massimo Dutti, Zara Home, and Uterq端e. It was founded in 1975 by Amancio Ortega, when he decided to expand his factory in Arteixo by opening a store in La Coru単a. Zara has expanded since and currently operates a total of 2000 stores in continents such as Europe, America, Africa, Asia and Oceania. ((Inditex)
IN THE BEGINNING Founded by Amancio Ortega in 1975, Zara opened its first store in downtown La Coru単a, Galicia, Spain. Its first store carried low-priced lookalike products of popular, higher-end fashion brands. The store proved to be a success in the early 1980s, and Ortega began opening more Zara stores throughout Spain. (Inditex) .
2
GLOBAL EXPANSION 3
It was only in 1988, Zara decided to venture into the international market. This was spurred by Portuguese youths crossing the border into Spain to shop in Zara. Hence, Zara responded by opening its first store in Oporto, Portugal. The expansion strategy proved to be a success. Subsequently, new stores popped up in New York (1989) and Paris (1990), the fashion capitals of the world. (Inditex)
Customer Satisfaction Sustainability “Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts.”
MISSION Manly
Eco-Friendly Save energy. Produce less waste, and recycle. An environmentally aware team.
Animal Welfare All products of animal origin sold in shops, including fur and leather, come exclusively from animals raised on food farms and under no circumstances come from animals sacrificed exclusively for the sale of their hide.
VISION
“ZARA is committed to satisfying the desires of our customers. As a result we pledge to continuously innovate our business to improve your experience. We promise to provide new designs made from quality materials that are affordable”
Products Uses ecological fabrics. Organic cotton. Zara supports organic farming and makes some of its garments out of organic cotton.
Transport Uses biodiesel fuel. Zara's fleet of lorries, which transport more than 200 million items of clothing a year, use 5% biodiesel fuel. This allows us to reduce our CO2 emissions by 500 tons. (Zara)
HONG KONG
FLAGSHIP STORE Recently, Zara has opened its flagship store on Queen’s Road Central. This is the biggest Zara stores in Hong Kong spanning 55,000 square feet, over six floors. The shop is located in historic Crawford House, a unique period building which bears the hallmarks of the Chinese renaissance. A blend of architectural styles, the building reflects western influence in an Asian context, with a main body made of concrete, and towers and roofs in traditional Chinese style.
This marks the 13th Zara store in Hong Kong, where the brand first opened in 2004. The store will house the complete collections available under Zara. It is also the first to meet Zara’s sustainability commitment where it consumes 30% less energy than conventional shops and reduces water consumption by 70%.
Beauty
Clarity
Functionality
Sustainability
Minimal Design
Zara has a very minimalistic approach to their website, campaigns, and store aesthetics. The site is very nice and well maintained, as it looks the same as any other of their global websites, and it translates very well to their stores which only feature white and black. The website is very simple and easy to navigate. There are also additional links that have the Zara campaign videos and their lookbook.
BASIC WOMEN GIRLS TRF MEN BOYS
PRODUCT
OFFERING
Zara merchandise is divided into Men’s, Women’s, TRF and Kids. Zara Basic sells basics daily wear. Zara Women which is a little more formal. Zara TRF for younger trendy girls. Zara men offers formal office wear and casualwear. Zara Kids for babies, boys and girls from 3 months old to 14 years old.
STORE
POSITIONING Zara stores are usually situated at prime retail areas like Harbour City, TimesSquare, Elements, IFC, Airport where human traffic is high. Zara invests in prime locations as they place great emphasis on the presentation of its storefronts. Its strategy is to get as close as possible to luxury brands but at the same time maintain its mid-range affordable prices never forsaken the quality and comfort of its completed products.
TARGET
MARKET The main target of Zara is women within an age group between 25 and 40. They want to be fashionable or well dressed when they are at work as well as during their leisure time. In most cases, these are skilled professional workers who generally have a higher income level. The most of them work in busy areas, which can be viewed as a reason why the majority of Zara’s outlets are around areas like Tsim Sha Tsui, Central and Causeway Bay. Most of Zara’s customers spend their weekdays busy in workplace or office and like to hang out with colleagues or friends on the weekends. Zara’s customers are classic with a clear idea of the latest fashion trend; they want to keep up with fashion but don’t expect to take it too far. They may put emphasis on good fitting and comfort instead of quality since they are able to wear what is new at a low cost.
High Quality
High Price Low Price
Low Quality
DIRECT
COMPETITOR H & M Hennes & Mauritz AB is a Swedish multinational retail-clothing company, known for its fast-fashion clothing for men, women, teenagers and children. H&M’s business is centered on offering “fashion and quality at the best price” and working towards the goal of “giving the customer unbeatable value through the combination of these”. (H&M) The target customers of H&M belong to the group of fashionable and trendy consumers who see shopping as a social activity providing pleasure in their daily life. They acquire the most fashionable clothes each season and want to follow the trends without investing a lot of money. Moreover, H&M frequently collaborated with international designers and style icons from Isabel Marant to Alexander Wang on capsule collections and specially created campaigns.
Topshop is a one-stop shop for fashion conscious women. It is an innovative, British brand offering a wide product range, that is trend driven at an affordable price. With a target audience of women aged 15 to 30, particularly focusing on students, offering a 10% discount to all students who shop at Topshop. Topshop are known for their fast fashion, selling trend based pieces at an affordable price, capitalizing on being British and selling the ideology of the British it girl who is unique, stylish and out there. Selling clothing, footwear, jewelry, bags, accessories and make up all under one roof they are seen as more of a lifestyle brand that just a fashion retailer. Topshop’s mission statement sums this up soundly “Topshop is all about refusing to be pigeonholed. Each customer is an individual and relies on the brand to deliver everything from basics to cutting-edge trends. It’s the brand spectrum of everchanging collections that keep Topshop ahead of the style game.” (Topshop)
INDIRECT
COMPETITOR Uniqlo is a Japanese casual wear designer, manufacturer and retailer. They designs, produces and retails simple, free-style, comfortable, quality fabrics and cool collaborations with international designers, in affordable prices. UNIQLO makes clothes that transcend all categories and social groups. “Our clothes are made for all, going beyond age, gender, occupation, ethnicity, and all other ways that define people. Our clothes are simple and essential yet universal, so people can freely combine them in their own unique style.” (Uniqlo) The value proposition of the brand is providing high quality clothes at low prices. Uniqlo provides variety to its customer by offering the same basic article in a large number of colors; this is fewer items in a wider range of alternatives. For example, looking at the online catalogue, the same polo shirt for men or V neck sweater for women is available in more than 20 colors on each size.
Weaknesses
Strengths
• Low Cost- Taking quality and cost into account, Zara prides itself in providing high fashion at an affordable cost, making its customers’ purchases value-worthy. • A rapid response to fashion trendsZara needs just two weeks to develop a new product, compared with a six-month industry average.
• Runway showcase- Should participate in runway shows to match up to competitors. • Celebrities Campaigns- Should incorporate celebrities, not only models.
Threats
• Crowd Source Management- Should control the number of people in the store and avoid crowding within the store space.
• Lack of Advertisement- Zara uses 0.3% of sales revenue on advertising, minimal when compared to its competitors (3-4% of sales revenue). • Repeatedly Out of Stocks- Zara gives people the most-up-to date fashion at accessible prices. The chain specializes in lightning-quick turnarounds of the latest designer trends at prices tailored to the young. • No runway showcase- Competitors such as H&M and Topshop have interactive showcase of their collection season after season.
• Gather customer opinion- When a call by a customer is made to the ZARA hotline, they make an announcement that the call will be recorded for reference. This is a great way of keeping a track of the sales and customer relation.
Opportunities
WO
• Broad International presence88 countries, 2000 stores
• Euro Rate Increase- If the euro rate increases, the consumer selling price will increase. • High Share holding- Zara constitutes around 80% of Inditex business (8 other brands), which means a failure in ZARA can put the whole group in risk.
STORE LOCATION
Where? Festival Walk is a shopping center in Kowloon Tong. It comprises one million square feet of retail space. It has approximately 220 shops and restaurants, a multiplex cinema and an ice rink. Located above the mall is an additional 220,000 square feet of office space. Festival Walk’s three level car park can accommodate 830 cars. Festival Walk is positioned as a “comfortable” middle-market mall with the emphasis on service rather than price. The relatively spacious stores are mid-range to high-end and include brands such as Franc franc, Agnes b flagship store, Hollister Co, H&M, Uniqlo. The seven-storey shopping mall occupies three lower-ground levels, a ground level and three levels above ground. A sixlevel atrium, some 120m long and 30m wide atrium cuts longitudinally through the interior of the mall. A glass skylight over the atrium provides natural light to the interior of the building. There is a food court on the mall’s topmost floor, with a view of the indoor skating rink. (Festival Walk)
Entertainment Recreation Lifestyle
Why Festival Walk? Kowloon Tong is an expensive, densely populated residential area with housing comprising mainly bungalows, villas and apartments. It’s an upper-middle-class neighborhood. Majority of local families lived within five minutes away of the mall so it is very convenient for them to walk to festival walk. It is popular among the upper class in the city because it has many prestigious schools. The Hong Kong Baptist University and the City University of Hong Kong are located in Kowloon Tong. Many leading English medium of instruction primary and secondary schools on the Kowloon peninsula are located in the area. These will attracts a younger audience to the mall. The City University is connected with the mall through a walking tunnel, so students can easily get to the mall during their breaks or once they get off class. There is also a commercial area attached to the mall. Where executives and managers go to work everyday. This will attract working class from offices to visit Zara once they get off work or even during lunch breaks conveniently. Festival Walk has a well connected Public Transport system, it is an affluent area accessible by all modes of transportation. Interchange area for buses, taxis, local taxis, MTR and with a large parking lot. They also have a direct rail connection to mainland China which attracts a large market of Chinese tourist.
School Office Residential
Prime Location Transportation
INTERIOR DESIGN Zara currently has 13 stores in the country, majority of them are on the Hong Kong Island. Kowloon Tong will be the ideal spot for the 14th Zara store in Hong Kong since there is no Zara store in between New Territories and Hong Kong Island. Festival Walk is a popular shopping destination that both tourists and locals often visit. And it is the only mall in Kowloon Tong which is very convenient for the target audiences around this area.
LEVEL ONE
WOMENSWEAR
OPPOSITE VIEW
Zara Women & TRF would be placed on Level 1 of Festival Walk. This floor is ideal because it has other high street fashion brands as well as their indirect competitor Uniqlo is on this floor too. With central and convenient escalators all throughout the mall most of the crowd moving on this floor Zara will be able to draw mass crowds just by its positioning and placement. This store placement has been kept in line with the duplex structure of the store. Even on L2 the kids section of Zara will be in line with other kid store competitors too.
LEVEL TWO
KIDSWEAR
OPPOSITE VIEW
Zara Kids would be placed on Level 2 in Festival Walk. This is so because this floor caters to family environments and family experiences. Some of the stores on this floor are: Toys R Us, iPrivate Hair Salon, Parsons Music and high end childrenswear which cater to kids and families specifically. Not only retail stores but also food courts, fast food joints such as McDonald, and all day dine in restaurants like Pizza Express and Greyhound. Being adjacent to other luxury kids clothing stores Zara will be draw more attention to families for them to make purchases.
ASSORTMENT PLANNING
WOMEN &TRF KEY CLASSES & SUBCLASSES OUTERWEAR • • • • • • •
Blazers Coats Quilted Coats Trench Coats Jackets Waistcoats Capes
TOPS • • • • • •
Blouses Shirts Sweaters Cardigan T-shirts Sweatshirts
DRESSES • Printed • Plain
SKIRTS • Mini • Midi
TROUSERS • • • • • • • • •
Skinny Pleats Joggers Leggings Flowing Shorts Jeans Boyfriend Cigarette
KIDS
KEY CLASSES & SUBCLASSES GIRL (3-14 years)
• • • • • • •
Coats Dresses & overalls Cardigans & Sweaters Sweatshirts Shirts Skirts & shorts Jeans
• • • • • • •
Legging & Trousers Jogging Basics Shoes Handbags Accessories Underwear & pajamas
ACCESORIES • • • • • • • •
Shoes Handbags Jewelry Scarf Sunglasses Belt Headband Gloves
GIRL 30%
WOMEN 40%
TRF 30%
GIRLS 30%
MERCHANDISE
BREAKDOWN The product base will be divided as the women’s section with 40%, TRF with 30% & kids with 30% as well. Women are the main shopping audience in ZARA as they shop not only work wear but also evening wear & casual comfortable wear. While TRF which attracts the teens and younger women who shop in the Women’s section too. The Kids section similarly has another 30% of the Women who visit Zara purchase items for their kids too who are interested in being stylish from their childhood. After knowing the division of these categories we know well where the core market’s main focus lies for Zara, which is women.
TREND SPOTTING
Slouchy Chic
Style
COLOR & STYLE
TREND
After conducting a research, I see that slouchy trousers are in high demand because of their comfort and their tailored for different occasion and events in daily life. This trend combines masculine tailoring with a sporty feminine edge. Color for this season, the whites blues greys blacks all bring out an emphasis on the cooler and softer side of the color spectrum. All these colors are subtle, easy to match and work well individually. Every person would surely want to stock at least one of these colors each season as their basic wear to mix and match it with either office wear, evening wear or casualwear.
Color
tyle
ASSORTMENT BY SILHOUETTE
PERCENTAGE TO TOTAL
STRAIGHT LEG
31 %
SKINNY
10%
JOGGERS
17 %
LEGGING
9 %
FLOWING
21 %
SHORTS
12 %
SILHOUETTE
ASSORTMENT
Hence there is a wide range of trousers for workwear as well as casual wear at Zara for women to choose from. Among the styles of pants offered the Straight leg pants are the most important with 31% of the products, as they are more formal and purchased by most women for formal more mature work wear. The flowing trousers comprise of 21% of the products for weekender outfits that loose in fit and suit the women in the fashion industry who prefer being more stylish than just merely formal. The joggers take up 17% of products for stylish fashion forward who prefer the sporty chic look instead of just being strictly formal black & white. Shorts on the other side have 12% of the products as they are more casual and since summer is the season we can’t do with out them at all. There’s no summer without the fetish for skinny pants hence they mark their presence with a 10% product line. Leggings go way down to being the lowest due to the heat and their presence will be just for basic wear with a 9% stock for SS15. Straight leg, Flowing and Jogger pants are high in product percentage for the upcoming season SS15 hence their assortment percentage is much more than the Shorts, Skinny & leggings.
COLOR/ FABRIC ASSORTMENT BY FABRIC
PERCENTAGE TO TOTAL
SILK
12 %
WOOL BLENDS
31 %
COTTON LINEN
25 %
COTTON TWILLS
9%
CRISP COTTON
12 %
JERSEY
11 %
ASSORTMENT BY COLOR
PERCENTAGE TO TOTAL
BLACK
23 %
WHITE
32 %
GREY
20 %
COBALT BLUE
25 %
ASSORTMENT As we are planning for the ideal assortment for Spring Summer 2015 the materials we pick along with the right colors are equally important. We decided to stay with thinner fabrics like wool blends, cotton linen and silks as they are the most comfortable to your skin during this season. Wool blends with a 31% of stock base are thin and soft as the trousers are long but still need to cope up with the heat. Cotton Linen will be 25% as they are equally comfortable and comes with a cheaper price compared to wool blend and silk. Silk undoubtedly is the smoothest and much more pricier than any other material hence its lower product base with 12% but is in high demand. Crisp, Cotton, Jersey & Cotton Twills are at 12, 11 & 9% respectively because of their cheaper material quality. Colors this Spring Summer 2015 will be focused on basic colors that can be matched with the elaborate and summery blouses. White is the dominant one with 32% of trousers that would come in a variety of cuts, lengths and styles. Proceeded by Cobalt blue a perfect summery night color with a 25% stock that is paired with Black on 23% that would be great for party as well as office wear in the Summer. Grey is the least at 20% as its much more dull and is more ideal for the winter than SS15.
ASSORTMENT BY SIZE
PERCENTAGE TO TOTAL
EXTRA SMALL
31 %
SMALL
37 %
MEDIUM
14 %
LARGE
10 %
X-LARGE
8 %
ASSORTMENT BY PRICE
PERCENTAGE TO TOTAL
$ 399 HKD
15 %
$ 459 HKD
16 %
$ 599 HKD
35 %
$ 699 HKD
21 %
$ 899 HKD
13 %
SIZE/ PRICE
ASSORTMENT  The trousers are to be sorted by size too. Women purchasing at Zara come under the Small size with 37%. Extra small takes up 31% of products as this is suitable for tinnier structure and body built, as the women in Hong Kong don’t have a large and huge body structure compared to the European Market. Medium Sized products with 14% of the products to cater to women of a little large body built but not fat either. Large with 10% and Extra large with 8% as majority of the sales are already done in the Extra Small & Small due to the Hong Kong market requirements. Price range is equally important to consider while assorting the SKU as the sales greatly are reflected by this. People often choose to buy cheaper even if the quality of the product was much more superior in the higher price one since its from Zara. Zara fulfills the requirement for purchases ranging from 399$ - 899$ with 35% of the purchases done for item at 599$, then 21% at 699$, 16% at 459$, basic wear priced at 399$ with 15% and lastly the least that is 13% of the sales at 899$.
NEW STORE DESIGN
oncep
Breath-ability
The concept about to stop by and breath-in. To concentrate and slow down and enjoy the shopping experience without any interruption in the shop. Creating a very smooth and symmetrical environment. Inspired by a pair of lung, the process of inspiring and expiring acts as the flow of people in the store.
STORE
FRONT
INTERIOR
PERSPECTIVE Lounge Area A sitting area in the middle, letting clients to have their moments of relaxing and chatting. Products are displayed around the sofas and couches, not overcrowding it but giving them a choice to browse while they are relaxing or resting. The place becomes the focal point of the shop, also acting as a buffering area, walking from one area to another area, from one collection to another collection. Glass Elevator & staircase A glass elevator and staircase allows people to feel the connectivity between the two floors and keep people wonder what is above. The two full storey height LED at the back is a great opportunity to display and showcase Zara’s latest fashion. Not only attracting people into the store but also is aesthetically pleasing to see. Again back to the concept “breathing in-andout” the act of the elevator and stairs represents a sense of inhalation and exhalation. Inhaling by going up the floor and exhaling by going back down the floor.
Sketch by Interior Designer Bonnie Liu
LEVEL1
WOMENS FLOOR FITTING AREA
CASUALWEAR
WORK WEAR
SHOES / BAGS LOUNGE TRF
WINDOW DISPLA Y
Sketch by Interior Designer Bonnie Liu
ENTRANCE
ENTRANCE WINDOW DISPLAY
Two entrances on both side, creating a diffusion feeling into the store. Every passageway is diverted into two ways, giving a feeling of openness and mimicking the branches of the lung. The walk-in closet on both sides creates a symmetrical feeling, giving a sense regularity and modularity. It is all about not having to think a lot and knowing exactly where to go in the space, thus, providing a regular and symmetrical floor plan calm and soothe people’s mind when they go in. The elevator and the lounge are placed in the center of the floor plan, creating a focal point for the store. The glass in front of the lounge area attracts people from outside and is able to bring the people into the store, at the same time not filling up the store as the entrances are separated but not concentrated in the middle. No cashier is placed on the first floor as it is all about the calmness and tranquility. Cashier often creates chaotic atmosphere and vibes which will definitely obstructed the soothing atmosphere created on the first floor. Also the cashier will be able to bring people to the next floor and see what’s on that floor.
LEVEL2
KIDS FLOOR WOMEN JEWELRY / SCARF
FITTING AREA
LOUNGE CASHIER KIDS( GIRLS) BOH ENTRANCE
ENTRANCE
Sketch by Interior Designer Bonnie Liu
Similar floor plan, again, trying not to obstruct or create dynamic feeling, in order to keep a coherent design throughout the two floors. The kids floor also has a resemblance of a lounge in the center. The cashier is dedicated on the side in a wide hallway. Women’s accessories are showcase on the side wall, providing an opportunity for people to look at while queuing up or waiting to pay. This little quiet corner does not only separate different areas successfully but also creates an openness in the place. The other side of the wall is a glass wall which is able to look through to the shaft, even it is a dead end, the glass panel is able to provide another pathway visually, echoing back to the concept of how every passway is diverted into two.
MERCHANDISING
PLANOGRAM
Rendered by Interior Designer Bonnie Liu
Walk-in closet A cubicle like transparent “walk-in closet” letting the other clients to see through what’s in there. Creating a visually non-obstructive area, where is still able to space out different areas by collections. A marble finish table is placed in the center and allow Zara to display their clothes more effectively for people with disabilities.
Blazers Per rack: 20 SKUs Sizes: XS, S, M , L, XL Shirts Per rack: 20 SKUs Sizes: XS, S, M , L, XL = 40 SKUs on rack Shoes Per shelve: 2 SKUs Sizes: 36, 37 = 4 SKUs on shelve
Rendered by Interior Designer Bonnie Liu
Trousers Per stack: 5 SKUs Sizes: 2 XS, 2 S, 2M , 1 L, 1 XL = 15 SKUs on table Shoes Per shelve: 2 SKUs Sizes: 36, 37 = 2 SKUs on shelve
Rendered by Interior Designer Bonnie Liu
Dress Per rack: 15 SKUs Sizes: XS, S, M , L, XL Shirts Per rack: 15 SKUs Sizes: XS, S, M , L, XL = 20 SKUs on rack Shoes Per shelve: 4 SKUs Sizes: 36, 37, 38, 39 = 2 SKUs on shelve
Rendered by Interior Designer Bonnie Liu
PROMOTION
Created by Jenny Chu
Brand Upcoming Campaign To inform everyone about ZARA will be launching in Festival Walk there should be some indoor and outdoor promotional items around the mall. The outdoor advertisements for festival walk will incorporate five huge flag banners on the street polls will draw the attention of people who drive through the streets as well as those who visit Festival Walk. This is definitely high key for people, university students and high school kids who live and study within the vicinity. Inside the mall placing hanging banners from the ceiling down in the middle will attract massive amount of people through its scale and position. While taking escalators from any angle of the mall the scale will heighten the visibility of the advertisement.
TRF Store Opening Campaign Pop Up Photo Booth in store is focused towards the younger audiences. We are all well aware that people love posting cute, vibrant and attractive photos on Instagram or Facebook. Using this customer behavior it will let more people know about festival walk opening a new store. Aiming towards moms bringing kids and students who love to have fun with this activation is a definite.
TRF
Created by Jenny Chu
People who would come to Zara on the first day and purchased more than $1000 will receive a discount card which they can specially use within a month which is applicable for purchases made either in womenwear or kidwears would make them entitled to one item for 10% o each time they make a purchase within the span of that first month.
The Social Media Activation for promotion that could greatly improve the Zara aesthetic is similar to what Michael Kors has launched recently. Zara will start an activation called Heart It. Reserve It. Collect It. This activation will tap the followers and others using Instagram to first give Zara more followers and if user saw something they like on Instagram with the #Zaranista hashtag, by hearting the photo and an email will be sent through with the details of the product featured in the photo. And users can reserved and pick it up exclusively in Festival Walk Store. This will drive people to the store to purchase a product from this store branch particularly. The collect it step is definitely drawing universal audiences to the new Kowloon Tong store because and increasing the customer base for a new branch in the area.
Created by Jenny Chu
#ZARANISTAHK
Fill out your information and don’t forget to follow @zarahongkong on Instagram.
Loving something you saw on Instagram? If you see #ZARANISTAHK, simply like the picture to start shopping.
Check your mail inbox- an email with detail of the product should pop up and you can start reserving and pick up at festival walk.
At Zara, being stylish is their top priority. Zara gives their customers the tools necessary to create an immaculate wardrobe for any occasion. With this in mind, Zara wants their customers to show them their style using only Zara items. This is designed to improve the shopping with the technology. While using the hashtag #MyZaraGirlHk it draws the mums to use this hashtag and dress up their tiny tot girls. A duo of a mum and a daughter are asked to take a fun photo of wearing at least 2 Zara ensembles in their look and use the #MyZaraGirlHk in the post. After being liked and commented at the end of the month there would be the month's best post that will entitle the ideal #MyZaraGirlHk photo to a gift voucher of $1000.
Created by Jenny Chu
#MYZARAGIRLHK
WORK CITED Festival Walk. Festival Walk Hong Kong. N.d. Web. 18 Oct. 2014. H&M HK. N.d. Web. 15 Oct. 2014. Hong Kong Festival Walk shopping mall review. GoHongKong. N.d. Web. 6 Oct. 2014. Liu, Bonnie. 2014. SCAD. Interior Design. Print "Mapletree acquires Festival Walk for a whopping HK$18.8b.” Hongkong Business. Web. 6 Oct. 2014. "Set Your Own Boundaries." The Hong Kong Management Association. N.d. Web. 6 Oct. 2014. Topshop USA -Women's Fashion & Trends. N.d. Web. 15 Oct. 2014. Uniqlo - About UNIQLO. Web. 18 Oct. 2014.
WGSN Fashion Trend Forecasting and Analysis.” Web. 15 Oct. 2014. Zara Hong Kong - Official Website. N.d. Web. 6 Oct. 2014.
Created by Jenny Chu
Vienne, Walt. "Meet Amancio Ortega: The Third-richest Man in The world." Fortune. N.p., 8 Jan. 2013. Web. 19 Oct. 2014.
Jenny Chu FASM 410 Retail Management Professor Cory Quach