FALL/WINTER 2016 By Makala Mulder & Stefanie Sandoval
Our Philosophy “We feel that men’s fashion is an under served market. Men do not have the choice of many contemporary brands, so we want to introduce an affordable collaboration with designer, Tom Ford. Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment in which we interact. The collection will reflect Tom Ford’s aesthetic and quality while maintaining Zara’s price points.”
The Body Shape
The Brands
Customer profile: Southern Gentleman with a Twist “Our man is the epitome of Tom Ford’s personal aesthetic” • • • • • • • • • • • • •
Handsome and charming yet mysterious and reserved Well groomed and has impeccable style Dark colors such hunter green, navy blue, black & white, burgundy, and amber Mid-20s to mid-30s Comfortable to wealthy income He knows where to shop, not careless with his money His scent is masculine and rugged He enjoys classic cars and great healthy eats He loves the city but keeps his southern roots close to heart He enjoys a good drink after a long day He sometimes smokes cigarettes but only on the days that call for one He is single but occasionally dates There is more to him than meets the eye
Mood Board Inspired by: • The seasonal changes during fall and winter • Dark colors that remind you of colder seasons • Clean lines
Colors
Colors
Clean Lines
Line Sheet Delivery Date: August 15, 2015
Dark Colors
Line Sheet Delivery Date: October 15, 2015
Key Points • The overall collection: • Clean lines • Heavy weight fabrics & knits • Dark fall/winter colors • Trendy for the fashion conscious man • Lots of layering • A variety of styles & fits • Many ways to wear: casual or dressy
Marketing & Merchandising of the Line
Store Concept • We will need a space of 20X10 ft. • For the website, the Tom Ford collaboration will have its own tab within the Men’s Apparel section. • We are putting the collection in the middle of the men’s section. • The look and shop-ability of the department can be maximized by a boutique layout. • We want to create a seamless shopping experience for these male customers.
Store Layout
Visual Merchandising
• Signage will be placed on the windows and the doors
• Our space will be minimal when it comes to decoration • Our lighting will be dimmed to further enhance the shopping experience
• Our hangers will be dark mahogany with a black matte hook • We will be sharing Zara’s cash registers
• We will display the merchandise on a line up of mannequins • Merchandise will be folded as well as “waterfalled” off the wall
The Store
Display
Media: Advertising & Promotions
Social Media • We will be advertising through traditional media: • Through the Zara website • GQ Magazine • Social Media: • Instagram, Facebook, Twitter • A Look Book will also be sent out of the collection, to our loyal shoppers
Magazine Ad
Publicity • Male social lights of New York receive an invitation for opening event • Submit to major publications i.e., New York Times • Have a drawing for a $500 gift card • Collect mailing addresses at checkout
Interaction with Sales Associates • We will train the sales associates to express Tom Ford’s aesthetic and passion. • We will train the sales associates on a 3 day course (Tom Ford’s history, the brand image, and brand value) • We will motivate the sales associates with a 10% discount off the entire sale.
Summary & Conclusion • Both brands are very well known for contemporary twists on classic pieces. • With this collection there is the perfect blend of both brands aesthetic. • With our marketing efforts, we not only want to gain recognition from our loyal customer but also attract athletes whom our target customer admires. • All these aspects will make the Tom Ford Collection a success at Zara.
Thank you!