ZARA Private Label Lingerie
Lauren Springett | Cassie Askin | Mackenzie Dakin 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 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
EMW
DESIGN SHEET 27
EMW
28 ILLUSTRATION
SHEET
EMW
FABRIC SHEET 29
30
COMPONENT SHEET
Hang Tag
Main Label Care Label
LABEL/PACKING 31
MARKETING
34
PRESS RELEASE
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