CUSTOMER PROFILE OLIVIA CLIFTON 201024838
CONTENTS
BRAND INTRODUCTION
4
DEMOGRAPHICS
6
BEHAVIOURAL
8
GEOGRAPHICS
10
PSYCHOGRAPHICS
12
CUSTOMER PROFILE
14
APPENDIX
16
REFERENCE LIST
18
FIGURES LIST
19
CUSTOMER PROFILE
3
BRAND INTRODUCTION
IN 1975 ZARA OPENS ITS FIRST STORE IN THE CENTRE OF LA CORUÑA, SPAIN, AFTER 12 YEARS OF WORK BY AMANCIO ORTEGA GAONA. 35 YEARS LATER, ZARA BEGIN TO SELL THEIR PRODUCTS ONLINE AND NOW HAVE A HUGE STORE COUNT OF OVER 7,000 WORLDWIDE (INDITEX, 2017).
4 ZARA
DEMOGRAPHIC SEGMENTATION Through primary and secondary research, it is clear that Zara’s main consumers are teenage to middle age women – see appendix. This is mainly because Zara offers “highly imitative fashion trends at affordable prices” (Vincent et al, 2013). The fast fashion approach to recreating a catwalk appearance, is what attracts such a broad age range. Furthermore, the dominant female consumer is supported by The Guardians’ store audit in London, where it was observed, that the customers are primarily adult women shopping alone (Cartner-Morley, 2013) - see appendix 2. Therefore, leading me to the conclusion that although Zara offers children’s and menswear, the customer is generally a woman.
Additionally, my secondary investigation I retrieved from Beswick (2012), showed that the Zara consumer has a salary of up to ÂŁ60,000 and had graduated from school, with a respectable education. This establishes that the consumer has got a stable salary and can afford to purchase from all price levels of Zara and also it confirms a middle-class clientele.
DEMOGRAPHIC SEGMENTATION
BEHAVIOURAL SEGMENATION 8 ZARA
The behavioural purchasing pattern of a Zara consumer is somewhat varied. In my research, I found that there was a split between occasional shoppers who purchase once a year and consumers that shop at Zara a few times a month – see appendix 1. This suggests that the consumers are loyal; however, may only shop occasionally due to waiting until new collections. I also discovered that most consumers shop at Zara because of the good quality and on trend fashion. This relates to the psychographic of the consumer, being style savvy.
BEHAVIOURAL SEGMENATION
In terms of how much a Zara customer spends on an average trip, my survey found that over half of the sample size spend £21-£30 on a trip to Zara – see appendix 1. This suggests that they may only purchase one item, as this is the standard price for a Zara product. Therefore, this implies that the customer goes to Zara to update their wardrobe with a statement new piece, as Zara’s fashion is extremely distinctive. The survey also discovered that although many shop in store, there was a split between solely shopping in store and using both platforms – see appendix 1. This correlates with the age of the customer because the Generation Y target market are more familiar with technology, therefore more comfortable with shopping online.
GEOGRAPHIC SEGMENTATION In my primary research, it was visible that the majority of the Zara customers asked, lived in a town – see appendix 1. However, a respectable number of applicants live in a city, therefore excluding rural inhabitants. This connects with Zara’s stores as they are mainly based in cities, therefore, attracting localised customers. Zara is a global brand and the internet presence reaches 29 online markets (Inditex 2017). Zara also has stores on the most popular high end fashion streets in the world, including New York’s Fifth Avenue. Therefore, reaching not only a high street market, but also the high end consumers.
LOCATION
CUSTOMER PROFILE
11
PSYCHOGRAPHIC SEGMENTATION The Zara customer is clearly very fashion conscious and loves to keep up with the latest trends. Zara is a successful fast fashion retailer that imitates the runway designs and gets them in store with a very short turn around. This trend conscious personality is echoed through my primary research (see appendix 1) as many of the sample said the main reason they shop at Zara, is because Zara is effective with keeping up with trends. The Zara customer would also be interested with new fashion on social media and magazines such as Vogue (Ellwood, 2014).
12 ZARA
PSYCHOGRAPHIC SEGMENTATION
Zara is constantly changing their products, achieving idea to shop floor in 15 days. Therefore, this ever-changing stock persuades the Zara customer to buy designs without putting too much thought into it. The customer assumes they are purchasing an exclusive, limited piece. Zara’s customer is also very confident. The style of Zara is extremely unique, and imitates designer brands. Therefore, they are not basic, typically not for introverted people.
CON FID EN T
CUSTOMER PROFILE
Sophia is a 22-year-old fashion PR that lives in London. She lives in a modern 2-bedroom apartment with her boyfriend. Her salary is ÂŁ50,000 and spends a lot on fashion and beauty. Her style is extremely chic; however, Sophia likes to be adventurous and try new trends. Due to the hectic nature of her job, she values shopping as a relaxing activity but also likes to unwind at home whilst reading a fashion magazine.
CUSTOMER PROFILE
CUSTOMER PROFILE
15
APPENDIX APPENDIX 1 For my primary research I created a short survey to aid my demographic, geographical and behavioural findings. I shared this to my Facebook which attracted 70 responses, this collected a healthy sample size and allowed me to analyse a typical Zara customer. These are the questions and results: ARE YOU MALE OR FEMALE? 4 were male 66 were female. WHAT IS YOUR AGE? 19 were 17 or younger 40 were 18-20 4 were 21-29 0 were 30-39 5 were 40-49 2 were 50-59 0 were 60+. WHICH OF THE FOLLOWING CATEGORIES BEST DESCRIBES YOUR EMPLOYMENT STATUS? 10 were employed full-time 10 were employed part-time 49 were students 0 were not employed and looking for work 1 was not employed and NOT looking for work 0 were retired 0 were disabled and not able to work. WHERE DO YOU LIVE? 24 lived in a city centre 40 lived in a town 3 lived in the countryside 3 lived in a village
16 ZARA
HOW OFTEN DO YOU SHOP AT ZARA? 1 shopped once a week 23 shopped a few times a month 16 shopped once a month 28 shopped a few times a year 2 never shopped at Zara. HOW MUCH DO YOU GENERALLY SPEND ON A VISIT TO ZARA? 3 spend £0-£10 8 spend £11-£20 30 spend £21-£30 15 spend £31-£49 14 spend £50+. WHAT DO YOU LIKE MOST ABOUT ZARA? 37 like the quality of products 28 like the fast pace of trends 4 like the price 1 likes the shop experience. DO YOU SHOP AT ZARA IN STORE OR ONLINE? 34 shop in store 6 shop online 29 use both. APPENDIX 2 As part of my secondary research I looked at Jess Cartner-Morley’s store observation of a new Zara London store, presented in an article for The Guardian. This helped me support my research and add a visual aid to the customer that shops at a Zara store. Her findings were: On a weekday afternoon, the customers are mostly women shopping alone, although a few are with friends or grown-up daughters. There are mums in parkas pushing sleeping toddlers in buggies, and women in suits with one eye on the time. A woman with a taupe-coloured Céline handbag is browsing next to one clutching two Primark carriers. Cartner-Morley, J. 2013. How Zara took over the high street. [Online]. [Accessed 20th February 2017]. Available from: https://www.theguardian.com/fashion/2013/feb/16/how-zara-took-over-high-street
REFERENCES Beswick, R. 2012. Zara Strategic Marketing Plan. [Online]. [Accessed 20th February 2017]. Available from: http://www.oeconomicae.com/documents/Author/ Strategic%20Marketing%20Plan,%20Zara,%20Arteixo,%20Spain.pdf Cartner-Morley, J. 2013. How Zara took over the high street. [Online]. [Accessed 20th February 2017]. Available from: https://www.theguardian.com/fashion/2013/feb/16/how-zara-took-over-high-street Ellwood, I. 2014. The Economist: Marketing for Growth. London: Profile Books. Inditex. 2017. Our history. [Online]. [Accessed 20th February 2017]. Available from: https://www.inditex.com/our_group/our_history
18 ZARA
FIGURES LIST PAGE 1 Shop Black Friday. 2017. Zara. [Online]. [Accessed 20th February 2017]. Available from: http://shopblackfriday.ca/canada/zara/ PAGE 2 Meisel, S. 2017. Zara by Steven Meisel. [Online]. [Accessed 20th February 2017]. Available from: http://www.zara.com/uk/en/campaign/woman-%7C-campaign-c566145.html Meisel, S. 2017. Zara by Steven Meisel. [Online]. [Accessed 20th February 2017]. Available from: http://www.zara.com/uk/en/campaign/woman-%7C-campaign-c566145.html PAGE 4 Meisel, S. 2017. Zara by Steven Meisel. [Online]. [Accessed 20th February 2017]. Available from: http://www.zara.com/uk/en/campaign/woman-%7C-campaign-c566145.html PAGE 5 Hawkesworth, J. 2015. Zara SS15 Campaign. [Online]. [Accessed 20th February 2017]. Available from: https://kayneandabel.wordpress.com/2015/02/03/zarass15-campaign/ PAGE 6 Xavier, B. 2017. Top 5 Blanket Scarves. [Online]. [Accessed 20th February 2017]. Available from: http://www.thriftsandthreads.com/top-5-blanket-scarves/ Vrisak, M. 2015. Camel coat with rasied collars. [Online]. [Accessed 20th February 2017]. Available from: http://www.modnivrisak.com/clanci/jesen-zima/ kamel-kaput-sa-podignutom-kragnom.html Modern Legacy. 2014. Slips + Stripes. [Online]. [Accessed 20th February 2017]. Available from: http://www.modernlegacy.com.au/2014_10_01_archive.html Pinterest. [No Year]. [No Title]. [Online]. [Accessed 20th February 2017]. Available from: https://uk.pinterest.com/pin/3096293470268204/ CUSTOMER PROFILE
19
PAGE 7 Orton, M. 2015. Working Girl Wardrobe Essentials. [Online]. [Accessed 20th February 2017]. Available from: http://www.memorandum.com/2015/12/working-girl-wardrobe-essentials.html Pinterest. [No Year]. [No Title]. [Online].[Accessed 20th February 2017]. Available from: https://uk.pinterest.com/pin/508766089137171357/ Modern Legacy. 2015. J Brand Off Duty.[Online]. [Accessed 20th February 2017]. Available from: http://www.modernlegacy.com.au/2015/08/j-brand-blackjeans-off-duty-street-style.html Cohen, R. 2013. Little Illusion Machine. [Online]. [Accessed 20th February 2017]. Available from: http://www.itscohen.co.uk/2013/07/little-illusion-machine.html PAGE 8 Seah, K. 2016. Trend: Bell Sleeves. [Online]. [Accessed 20th February 2017]. Available from: http://notyourstandard.com/the-trend-bell-sleeves/ Getty Images. 2016. [No Title].[Online]. [Accessed 20th February 2017]. Available from: http://www.whowhatwear.co.uk/celebrities-wearing-turtleneck-sweater/slide3 Instagram. 2015. Chiaraferragni. [Online]. [Accessed 22nd February 2017]. Available from: http://www.instyle.com/news/how-take-perfect-picture-instagram-fashion-blogger-tips Kapten-Son. 2016. [No Title]. [Online]. [Accessed 22nd February 2017]. Available from: https://uk.pinterest.com/pin/470063279840545097/ PAGE 9 Instagram. 2016. Petitemodern. [Online]. [Accessed 22nd February 2017]. Available from: https://uk.pinterest.com/pin/308707749441485826/ Crosskey, H. 2016. Two Ways To Wear Embroidered Jeans. [Online]. [Accessed 22nd February 2017]. Available from: http://www.afashionfix.co.uk/2016/08/ two-ways-to-wear-embroidered-jeans.html?m=1 Poshmark. 2016. Zara metallic platform loafer. [Online]. [Accessed 22nd February 2017]. Available from: https://poshmark.com/listing/Zara-metallic-platform-loafer-572100d6f092827b4d00c176?utm_campaign=referral_ code%3DBHNYX&utm_content=feature%3Dsh_l%26rfuid%3D5288e1ac52ab-
Ledesma, S. 2013. Merchandise Assortment. [Online]. [Accessed 22nd February 2017]. Available from: http://ledesmafm323zara.blogspot.co.uk PAGE 10 Zara. 2017. Poplin. [Online]. [Accessed 22nd February 2017]. Available from: http://www.zara.com/uk/en/editorials/trf-%7C-poplin-c833777.html PAGE 11 Urquijo, E. 2017. Zara. [Online]. [Accessed 22nd February 2017]. Available from: http://www.elsaurquijo.com/proyectos/proyectos/en/stores/zara-new-york/75/ Xavier, B. 2017. New Year’s 2017 in NYC. [Online]. [Accessed 22nd February 2017]. Available from: http://www.thriftsandthreads.com/?s=gucci+bag&imagesubmit.x=0&imagesubmit.y=0&imagesubmit=Search PAGE 12 Weheartit. 2017. [Not title}. [Online]. [Accessed 22nd February 2017]. Available from: http://weheartit.com/entry/group/13461317 Jansen, I. 2017. Mijn top 5 favoriete telefoon apps. [Online]. [Accessed 22nd February 2017]. Available from: http://www.ingrid-jansen.nl/2015/09/11/mijntop-5-favoriete-telefoon-apps/ Pinterest. [No Year]. [No Title]. [Online]. [Accessed 22nd February 2017]. Available from: https://uk.pinterest.com/pin/AdKn-ZrkuNy4gOAkdOK-gDTmwFCM3KtixpNzRdgLe3KPJP8aBlQApKE/ PAGE 13 Zara. 2017. Poplin. [Online]. [Accessed 22nd February 2017]. Available from: http://www.zara.com/uk/en/editorials/trf-%7C-poplin-c833777.html PAGE 14 Conrad, L. 2016. Friday Favourites. [Online]. [Accessed 22nd February 2017]. Available from: https://laurenconrad.com/blog/2016/01/friday-favorites-171/ Pinterest. [No Year]. [No Title]. [Online]. [Accessed 22nd February 2017]. Available from: https://uk.pinterest.com/pin/Af3iLSxGiLQUbce8uDZWRzNnU2zUnUFRsuwtea3iq-3eLXxbCvnw_cI/
CUSTOMER PROFILE
21
Getty Images. 2016. [No Title]. [Online]. [Accessed 22nd February 2017]. Available from: http://www.glamourmagazine.co.uk/gallery/fall-autumn-winter-outfit-and-style-inspiration Uncoated. 2014. London. [Online]. [Accessed 22nd February 2017]. Available from: https://www.pexels.com/photo/london-night-lights-bridge-50632/ PAGE 15 Cook, A. 2017. How Fashion PR Confidential Put The Spring Back In My Step. [Online]. [Accessed 22nd February 2017]. Available from: http://www.prcouture. com/2015/03/fashion-pr-confidential-insider-secrets/ McCredie, C. 2016. How to Style an Ăœber-Chic Home, According to Fashion Bloggers. [Online]. [Accessed 22nd February 2017]. Available from: http://www. mydomaine.com/fashion-blogger-homes/ Blk, J. [No Year]. [No Title]. [Online]. [Accessed 22nd February 2017]. Available from: https://uk.pinterest.com/pin/550916966895235480/ Vanessa. 2014. Buy Less, Choose Well. [Online]. [Accessed 22nd February 2017]. Available from: http://www.flipandstyle.com/search?updated-max=201405-09T18:23:00-07:00&max-results=20&start=9&by-date=false WORD COUNT 744
22 ZARA
Declaration of Academic Integrity Student name Student Id number Programme of study Module code Module title Lecturer/Tutor
Olivia Clifton 201024838 Fashion Marketing DESN1355 Fashion Marketing Eun Suk Hur
Mark deduction for late hand in For individual pieces of work I promise that in the attached submission I have not presented or attempted to present anyone else’s work as my own except where I have explicitly indicated. I understand that to do so would mean that I have committed plagiarism, the University’s definition of which is published. I realise that if I commit plagiarism I can be expelled from the University and that it is my responsibility to be aware of the University’s regulations on plagiarism and their importance. I reconfirm my consent to the University copying and distributing any or all of my work in any form and using third parties (who may be based outside the EU/EEA) to monitor breaches of regulations, to verify whether my work contains plagiarised material and for quality assurance purposes. I confirm that I have declared, in writing with supporting evidence, all mitigating circumstances to the Module Manager and the School General Office that may be relevant to the assessment of this piece of work and that I wish to have taken into account. I am aware of the school’s policy on mitigation, and procedures for the submission of statements and evidence of mitigation. I am aware of the penalties imposed for the late submission of coursework. Signature Date
Confirmation of the receipt of work
Module Code Hand in date Student’s name
Receipt not valid unless dated and either signed or stamped by school staff
Self-assessment sheet –Customer profiling Student’s Name
Olivia Clifton
Assessment of
Representing customer profiles for retailers operating at different levels of the market
To demonstrate
Your understanding of different target markets for fashion-related companies
Final Mark
%
This is how I think the work that I have produced for assignment 2 relates to the marking criteria
Deliverables 80% of the total mark
F1 F2 F3 F4 F5 F6 F7 F8
F9 F10
Assignment 2 plan (Work & progress) Oral Presentation Originality & Creative input
70% +
69% - 60%
59% - 50%
49% - 40%
- 39%
ü ü
ü
ü ü
ü ü
ü
ü
ü
ü
Relevant visual data/ Informative visual lifestyle concept Presentation of visual layout and structure Coverage of relevant context/ Evidence of understanding of the target customers Evidence of understanding of the research process Research, analysis & interpretation -The level of critical analysis The use and understanding of the Harvard Referencing system Professional practices
Final Mark
On Reflection This is how I feel about the feedback given by my Tutor and what I need to do to improve my work in future: