Lotti Martin-Fuller Fashion Marketing 201038548 Word Count 746
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CONTENTS Brand History 4 Demographics 7 Geographics 10 Psychographics 12 Behaviouristics 14 Customer Pen Profile 16 Appendix 17 Reference List 18 Illustration List 19 2
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HISTORY Zara was founded in 1974 in Spain by Amancio Ortega (Inditex, 2017). It is an amalgamation of qualities that makes Zara the “go-to fashion brand for all� (Success Story, 2017). It is so successful due to its constant changing street fashion trends, with new produce being designed and put into stores within weeks.
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Zara is often described as fast fashion, however the chairman of Zara claims that it is “much more” than that (Ruddick, 2014). Zara has over 2100 stores in 88 leading countries across the globe, including major fashion capitals like London, New York and Singapore (Inditex, 2017). It has a brand value of $10.7 Billion as of May 2016 (Forbes, 2016), with the net profit in the first nine months of 2016 being €2.2 billion (Inditex, 2016).
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CUSTOMER PROFILE DEMOGRAPHICS Zara have stated that they have a wide range of demographics including a spectrum of people from different ages and cultures (Inditex, 2017). However, in further detail my online questionnaire suggests otherwise, with females aged 1830 being their core customers.
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According to my questionnaire, 55% of them are single, 25% are in relationships leaving 20% married. On average, 85% of the customers didn’t have children, with 15% having one or more child.
It is unsurprising that females are the core customers – their segment product line is 60% for women versus 25% for men and 15% for children (Harbott, 2011).
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A typical shop at Zara falls within the £25-40 bracket, with up to £100 being spent on ‘special occasions’. Zara customers in general have a middle range income with them shopping at the store once a week to once a month.
Furthermore, these customers have described the brand as ‘sophisticated’, ‘on-trend’ and ‘affordable yet inspired’.
CUSTOMER PROFILE GEOGRAPHICS Geographic segmentation plays a large role for Zara, being a Spanish brand the styles are very popular in Europe and bring in a lot of tourist attraction.
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Zara is overly in demand in Asia, with 60% of the world population residing there and with stable economies there is a lot of disposable income to spend (Kayleeha, 2017). In Asia, Zara’s products account for 23.5% with 471 stores situated in over 22 countries (Kayleeha, 2017).
International sales accounted for 69% of Zaras turnover in 2005, with Europe being its biggest target market (Lopez and Fan, 2009). Zara opened its main flagship stores in Europe before moving on to major fashion cities like New York and Singapore – the intention alone to spread Spanish fashion and culture globally. (Lopez and Fan, 2009). 11
CUSTOMER PROFILE PSYCHOGRAPHICS Core Zara customers are interested in fashion trends and therefore read fashion magazines, they rely upon Zara to provide them with garments emulated from designer clothes.
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Although Zara doesn’t use traditional advertising, they bring in customers through unconventional means. Zara has a large social media presence with bloggers being a large influence to shop here.
The location of the main flagship Zara stores such as Oxford Street in London or New York’s 5th Avenue suggests that Zara shoppers live an urban lifestyle. This is supported by my questionnaire with most shoppers living in city centre or the outskirts.
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CUSTOMER PROFILE BEHAVIOURISTICS According to my questionnaire, 20% of Zara customers shop at the store weekly, whilst 40% shop once a month and 40% shop every few months. Their shopping patterns are usually to browse and buy simultaneously – it isn’t often you browse Zara and fail to buy a product as they produce cheap and reliable garments. Zara customers are “serious impulse buyers” (Snyder, 2012) as they are used to the quick turnaround of new garments instore.
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When asked what type of clothing is purchased from the store, my results showed 70% of answers being everyday/casual, 20% workwear and 10% evening/partywear.
During store observation, I saw that shoppers entering the store held other bags from stores such as H&M and Mango suggesting that these are Zaras key competitors.
Zara customers shop during sale periods as well as without them, it isn’t an incentive for the chic business lady who has effortless style.
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PEN PROFILE This is Sharon, a 26-year-old fashion blogger who lives with her fiancé in the city centre of Hong Kong. Sharon loves Zara and is a regular customer of the brand, browsing and buying weekly. As Sharon has no children, she has more disposable income to spend in the store and shops for casual/everyday wear – sometimes buying something glitzy for an evening out in the city.
Sharon describes herself as an introvert, who loves curling up in bed with a fashion magazine and cup of Earl Grey at the end of the day. Sharon’s motto is to ‘mix affordable with the luxe’ (Sohea, 2016) which is why Zara is her favourite brand!
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A P P E N D I X
As part of my primary research I conducted a questionnaire and posted it on my social media channels in order to get a wide range of valid responses from all ages. My sample size is 20 people. 1. How often do you shop at this store? • Daily • Once a week 4 • Once a month 8 • Every few months 8 • Yearly • Never 2. What is your gender? • Female 17 • Male 3 3. What age bracket are you in? • 12-17 • 18-23 12 • 24-30 7 • 30-35 1 • 35+ 4. In which area do you reside? • Suburbs 4 • City Centre 8 • City Outskirts 8 • Countryside • On the Coast • Other (Please Specify)
5. Do you more commonly browse or buy? • Browse 4 • Buy 8 • Both 8 6. When you shop at this store how much do you usually spend? • £10-25 5 • £26-40 12 • £41-65 2 • £66-100 1 • £100+ 7. What influences you to shop here? • Bloggers 7 • Magazines 2 • Advertisement • Social Media 11 • Word of mouth • Sales Incentive
8. What type of clothing do you look for in this store? • Work wear 4 • Everyday/casual 14 • Evening/Partywear 2 • Sportswear • All of the above 9. What is your relationship status? • Single 11 • Relationship 5 • Married 4 • Dating • Other (Please Specify) 10. Do you have any children? If so, how many? • No • Yes – One 2 • Yes – Two 1 11. Do you find yourself shopping more during sale periods as opposed to full price? • Yes 3 • No 4 • Shop during both 13
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Forbes. 2016. Zara on the Forbes world’s most valuable brands list. Forbes. May. [Accessed 25 February 2017]. Available
R E F E R E N C E
from: https://www.forbes.com/companies/zara/. Inditex. [no date]. Our history. [Accessed 20 February 2017]. Available from: https://www.inditex.com/our_group/our_history. Kayleeha. 2017. 21 Zara geographic market geographic segmentation - ENGLISH - 189736472. [Accessed 25 February
2017]. Available from: https://www.coursehero.com/file/p6r1q2j/21-Zara-geographic-market-Geographic-segmentationplays-a-big-role-for-Zara-It/. Success Story. 2017. Zara success story. [Accessed 23 February 2017]. Available from: https://successstory.com/companies/zara. Harbott, A. 2011. Analysing Zaras Business Model. [Accessed 25 February 2017]. Available from: http://www.harbott.com/2011/03/03/analysing-zaras-business-model/. Lopez, C. and Fan, Y. 2009. Internationalisation of the Spanish fashion brand Zara. Journal of Fashion Marketing and Management: An International Journal. 13(2), pp.279–296. [Accessed 27 February 2017]. Available from: https://core.ac.uk/download/pdf/334655.pdf. Ruddick, G. 2014. How Zara became the world’s biggest fashion retailer. The Telegraph. 20 October. [Accessed 21
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February 2017]. Available from: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11172562/HowInditex-became-the-worlds-biggest-fashion-retailer.html. Snyder, L. 2012. Fast fashion: The Zara business model. [Accessed 28 February 2017]. Available from: http://community.mis.temple.edu/laurensnyder/2012/11/25/fast-fashion-the-zara-business-model/. Sohea, S. 2016. About : Sharon Sohea. [Accessed 28 February 2017]. Available from: http://sharonsohea.com/aboutsharonsohea/.
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I L L U S T R A T I O N
Zara. 2017. [Online]. [Accessed 27 February 2017]. Available from: http://www.zara.com/us/en/woman/sale/collection/poplin-shirt-c371001p3807518.html Wikipedia Commons. 2011. Zara Logo. [Online] [Accessed 27 February 2017]. Available from: https://commons.wikimedia.org/wiki/File:Zara_Logo.svg Page 3 : Sauzel, C. 2014. ZARA SS14. [Online]. [Accessed 27 February 2017]. Available from: http://claireskingdom.blogspot.co.uk/2014/02/zara-ss14.html Page 4 : De Clerk, Amy. 2016. Zara to introduce revolutionary in-store technology. [Online] [Accessed 27 February 2017. Available from: http://www.harpersbazaar.co.uk/fashion/fashion-news/news/a37686/zara-self-checkouts/ Page 5 : Anon. 2014. LA VIE EN BLANC (ET EN ZARA). [Online]. [Accessed 27 February 2017]. Available from: http://www.be.com/blogs/fringeandfrange/inspirations-1543583/vie-blanc-zara-1675498.html#Page 6 : Zara. 2017. Poplin. [Online]. [Accessed 27 February 2017]. Available from: http://www.zara.com/uk/en/editorials/trf/poplin-c833777.html Zara. 2017. Poplin. [Online]. [Accessed 27 February 2017]. Available from: http://www.zara.com/uk/en/editorials/trf/poplin-c833777.html Page 7 : Fashion Gone Rogue. 2016. Zara sets a dreamy scene for Spring 2016 campaign. [Online]. [Accessed 27
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February 2017]. Available from: http://www.fashiongonerogue.com/zara-spring-2016-campaign/ Page 8 : Zara. 2017. Poplin. [Online]. [Accessed 27 February 2017]. Available from: http://www.zara.com/uk/en/editorials/trf/poplin-c833777.html Zara. 2017. Poplin. [Online]. [Accessed 27 February 2017]. Available from: http://www.zara.com/uk/en/editorials/trf/poplin-c833777.html 19
Zara. 2017. Poplin. [Online]. [Accessed 27 February 2017]. Available from:
I L L U S T R A T I O N
http://www.zara.com/uk/en/editorials/trf/poplin-c833777.html Page 9 : Fashion Gone Rogue. 2016. Zara sets a dreamy scene for Spring 2016 campaign. [Online]. [Accessed 27 February 2017]. Available from: http://www.fashiongonerogue.com/zara-spring-2016-campaign/ Page 10 : Inditex. 2017. Our History. [Online]. [Accessed 27 February 2017]. Available from: https://www.inditex.com/our_group/our_history Inditex. 2017. Our History. [Online]. [Accessed 27 February 2017]. Available from: https://www.inditex.com/our_group/our_history Sauzel, C. 2014. ZARA SS14. [Online]. [Accessed 27 February 2017]. Available from: http://claireskingdom.blogspot.co.uk/2014/02/zara-ss14.html Page 11 : Fashion Gone Rogue. 2016. Zara sets a dreamy scene for Spring 2016 campaign. [Online]. [Accessed 27 February 2017]. Available from: http://www.fashiongonerogue.com/zara-spring-2016-campaign/ Fashion Gone Rogue. 2016. Zara sets a dreamy scene for Spring 2016 campaign. [Online]. [Accessed 27 February 2017]. Available from: http://www.fashiongonerogue.com/zara-spring-2016-campaign/ Page 12 :
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Anon. 2014. LA VIE EN BLANC (ET EN ZARA). [Online]. [Accessed 27 February 2017]. Available from: http://www.be.com/blogs/fringeandfrange/inspirations-1543583/vie-blanc-zara-1675498.html#Anon. 2014. LA VIE EN BLANC (ET EN ZARA). [Online]. [Accessed 27 February 2017]. Available from: http://www.be.com/blogs/fringeandfrange/inspirations-1543583/vie-blanc-zara-1675498.html#-
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