TABLE OF CONTENTS
1. CLIENT PROFILE ...................................................................
4
2. CREATIVE BRIEF ...................................................................
8
3. SWOT ANALYSIS ...................................................................
10
4. EXPANDED TARGET AUDIENCE ....................................
11
5. MOOD BOARDS ...................................................................
12
6. COMPETITOR ANALYSIS ..................................................
14
7. STYLE GUIDE .......................................................................
16
8. LOGO DESIGN .....................................................................
17
9. PRINT AD ..............................................................................
19
10. MEDIA/MERCH .................................................................
20
ABOUT THE COMPANY
ZARA is a Spanish clothing and accessories retailer based in Arteixo, Galicia It founded in 1975 by Amancio Ortega and Rosalía Mera. It is the flagship chain store of the Inditex group, the world’s largest apparel retailer. The fashion group also owns brands such as Massimo Dutti, Pull and Bear, Oysho, and Uterque. It is claimed that Zara needs just one week to develop a new product and get it to stores, compared to the six-month industry average. Perhaps its most unusual strategy was its policy of zero advertising; the company preferred to invest a percentage of revenues in opening new stores instead. Zara was described by Louis Vuitton Fashion Director as “possibly the most innovative and devastating retailer in the world.”
MISSION
“Give customers an exclusive choice of fashion. Zara always innovate its products to enhance shopping experience and provide new designs at affordable costs made from quality materials that follow latest trend.�
OBJECTIVES/GOALS
AT THE STORE: We save energy The eco-friendly store We produce less waste, and recycle Our commitment extends to all our staff An environmentally aware team WITH THE PRODUCT: We use ecological fabrics Organic cotton IN TRANSPORT: We use biodiesel fuel to reduce CO2
TARGET AUDIENCE
Young, price-conscious, and highly sensitive to the latest fashion trends. They have an advantage over traditional retailers because they do not define their target by segmenting ages and lifestyles giving them a much broader market. They segment their product line by women’s (60%), men’s (25%) and the fast growing children’s (15%) department.
CREATIVE BRIEF
UNIQUE SELLING PROPOSITION: It is fast fashion. Designs move from catwalks to store in 2 weeks.
OBJECTIVE FOR THE PROJECT: Keep brand integrity with a new fresh look.
TAGLINE/WORDS/CALL TO ACTION
“Fast Fashion is Zara” Classic, elegant, simple and trendy #ZARA
SWOT ANALYSIS
Strengths:
Ability to recreate fashion High turnover of product Active use of stores  Weaknesses: Middle priced goods Limitation in service Repeated sales of out of stock Opportunities: Global fashion product Growth of fashion market Diverse cultural area Threats: Emerging newcomers Limitation of design copies European Crisis
EXPANDED TARGET AUDIENCE
Age: Gender: Location: Occupation: Education: Marital Status: Hobbies: Mini Bio:
25 Female San Sebastian, Spain Student Master degree In relationship Sports, travelling, and night life Active outgoing student who likes travelling around the world
MOOD BOARDS
MOOD BOARDS
COMPETITOR ANALYSIS
The primary competitors Zara is facing are the companies inside Inditex group: Bershka, Massimo Dutti, Oysho, and etc. These companies offer clothing and accessories as Zara does. They are fast fashion as well. All of the companies inside Inditex group have the same commercial and business objectives. They want to be segment leaders with a flexible international business.
COMPETITOR ANALYSIS
American retailer, Forever XXI is another competitor for Zara. Forever XXI provides the latest trends at the best deals. Irish retailer Primark which is soon in the States is also a strong company. Forever XXI and Primark want to provide good quality products for the public, sell goods at reasonable prices, be friendly and helpful towards customers and staff, and international perspective.
STYLE GUIDE
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R: 255 G: 255 B: 255 C: 0 M: 0 Y: 0 K: 0 #ffffff
R: 167 G: 169 B: 172 C: 36% M: 28% Y: 27% K: 0% #a7a9ac
Font for the logo: Apple Chancery
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LOGO DESIGN
FULL LOGO DESIGNS:
LOGO DESIGN
ABBREVIATED LOGO DESIGNS:
PRINT AD
www.zara.com
MEDIA/MERCH
MEDIA/MERCH