zara新品上市计划课件.ppt

1、SITUATION ANALYSISThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchZara Brand WheelHigh-Street FashionFashionable clothesVaried assortmentTrendy colorsFeminine cutsFashionable product lines for moderate costsCustomer-centered businessRunway tr

2、ends adapted for the streetsFashion-oriented womanTrendy in every situationFeeling good about looking goodFashion-friendlyFeminine Hot and trendyBrand Brand EssenceEssenceThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara Busi

3、ness ModelCustomerLogisticsStoreTeamsDesign/ProductionThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara Business ModelCustomer“Main driving force behind the Zara brand.”Starting point for all Zara activitiesLead role in:Store

4、 designProductionLogisticsTeam CustomerThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchsThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara Business ModelStore“Meeting p

5、oint between the customer and the Zara fashion offer.”1,520 stores collect information regarding customer demands.New products introduced twice a week.Top locations 17 visits/year/customerMeticulously designed shop windowsMaximum attention to interior&exterior architechtual designAppropriate coordin

6、ation of garmentsExcellent customer careStoreThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara Business ModelDesign&Production“Inspiration comes from the street,music,art but above all,the store.”Proximity of production facil

7、itiesImmediate reaction to trends.Continuous work for all teams.Managers teams customer demand forms,designs,fabrics,compliments1,186 suppliers,200 desginersDesign/ProductionThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara B

8、usiness ModelLogistics“Highly frequent and constant distribution permitting the offer to be constantly renewed.”697 million garments distributed5,000 employees at logistics centersDesigned with maximum flexibility.Customer oriented.24h receiving order to store delivery(Europe)Designed to absorb grow

9、th for next years.18%annual discount rates.LogisticsThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara Business ModelTea

10、ms“Teams with vast sales knowledge geared to towards the customer.”89,112 professionalsCustomer oriented.Make the stores a pleasant environment.Apply corporate,social&environmental responsibility in day-to-day work.TeamsThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket Analys

11、isMarket&Consumer ResearchZaras PerformanceZARASales 6,824 Million73 countries1,530 stores4 new countriesin 2019159 store openings in 2019Brand Value:$8,609 MThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research13The Industry High street fashion b

12、randIndustry trendsDemocratization of luxuryInclusivenessStreet trendsDesigner housesKey success factorsDifferentiation&individualismNew fashion consumerThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchCustomer Focused Product DevelopmentSatur

13、ated industryNeed to increase brand valueResponding to current industry trendsIdentifying the need for the product in the marketA full-shaped body is a beautiful bodyThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchCustomer Focused Product Dev

14、elopmentSaturated industryNeed to increase brand valueResponding to current industry trendsIdentifying the need for the product in the marketMarket entry barriersDesign challengesExisting customer reactions“Fat is not fashionable”ChallengesOpportunitiesThe Zara BrandIndustry AnalysisProduct Developm

15、entConsumer AnalysisMarket AnalysisMarket&Consumer ResearchConsumer Analysis Todays fashion consumer:More choice,more educated,more savvy&demanding“New breed of shoppers”Loyalty,variety,freshnessThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Researc

16、hFashion Consumer Behavior AnalysisInterestInvolvementEmotionsBehaviorGives pleasure&enjoyment Means of self-expressionThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmotionsBehavi

17、orPurchasing experienceFun,fantasy,social or emotional gratificationImpulse buyingThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmotionsBehaviorImportance:Consumers attach meaning

18、 to their clothes Role of fashion in societyDrivers:Individual motives Projecting a desired self-imageLinked to personal values&needs:Express and communicate value Values guide consumer behavior Types of values:personal,economic,aestheticThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer Ana

19、lysisMarket AnalysisMarket&Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmotionsBehaviorPositive vs.negative Shorter decision times More impulse buying A feeling of being unconstrained Desire to reward oneselfHow to generate positive emotions?Use the retail environme

20、nt to positively influence moods:suitable layouts colors effective sales personnel emotionally uplifting atmosphereImpulse buyingThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmot

21、ionsBehaviorImpulse buying Fashion oriented:strongly oriented to fashion involvement:providing sensory or experiential cues of fashion products.Created by the symbolic interactions of the product&the consumer emotional experiences Need to understand impulse buying behavior for fashion products from

22、an experiential perspective=guidance in developing strategies The Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchPlus Size Consumer Analysis1 in 3 women are unhappy with the way clothes fit themconfidentunconfident 141281610186222024The Zara Bra

23、ndIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchPlus Size Consumer BehaviorSelf esteem:important motivation driver for consumption Consumers tend to assign their own meanings to clothes.Clothing:overt consumer behaviorThe Zara BrandIndustry AnalysisProdu

24、ct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchMarket AnalysisSegment growth:40%increase by 2019.Only 5%of retail space is dedicated to the+size productsThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchTypes of Competito

25、rsDedicated RangesExtension of Size RangesDesigner Boutiques1234E-commerceThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchNew Line PositioningHigh FashionHigh PriceLow FashionLow PriceZaraH&MCharming ShoppersM&STorridJunoniaBoutiquesDedicated

26、 RangesExtension of Size RangesDesigner BoutiquesE-commerce1234The Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchDifferentiationNew in this segmentsMore experienced competitorsLack of e-commerceBrand awarenessBrand loyaltySize&growthHigh fashio

27、n for modest pricesStrengthsWeaknessesThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchMarket&Consumer Research General objectivesDevelop a consumer focused product line and marketing strategy Reinforce customer focus as the key driver of the

28、Zara brand Specific objectivesStrategically segment the marketVisualize the impact of the new lineIntegrate consumer input into developmentStrategically plan the integration of the new line within the existing business model use core competencies&reinforce brand values with a new twist Consistent wi

29、th our current approachThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchMarket&Consumer ResearchQualitative Goals:Insights into the mind of the consumerFocus Groupnew product idea&concept explorationgain more insights into our product position

30、ingtest communication strategiesTest marketingTest product attributes in terms of fit,cuts,colors,communication&marketing strategyQuantitativeGoals:Gather data on consumer attitudes,past behaviors,intended behaviorsWarning:limited applicability,short development cyclesTest both the future target con

31、sumers&existing onesSecondary researchIntegrate consumer input into product developmentPost-purchase evaluations12MARKETING FOCUS2Strategic Marketing ObjectivesOverall marketing objectives:increase customer equityIncrease consumer satisfaction,decrease dissatisfaction of the plus size consumerIncrea

32、se purchase frequency among plus size customersContinue to grow by extending the Zara fashion brandIncrease brand awareness and favorable attitudes among consumersZara for every woman STPMain segmentDemographicsPsychographicsBenefits soughtPlus size,full shape body womenAged 18-40Work in big cities/

33、pursuing higher-level education Mid-range incomeInterested in fashion trendsConscious about their looksEnjoy shopping and socializingHectic lifestyleClothes that fit their body shape and make them look beautifulZara for every woman PositioningMARKETING STRATEGYIntegrated Marketing Communication Stra

34、tegyCustomer-focusedPlacePriceProductPromotionHolistic approachCustomer-focused Product Feel product.High involvementBack to the drawing boardDesign products that complement the full body shapeIncorporate consumer feedback on most salient attributes2)Product symbolismZara knows my body shapeI look g

35、ood in Zara clothesI feel beautifulCustomer-focused Product Feel product.High involvement3)Colors and materialImportant choice for perceived quality of the productsDifferentiate Zara from competitorsBring a fresh look to the plus size segment4)The ZARA labelFeed on the existing Zara name and values

36、associated with the brandAim at customer loyaltyStill away from the competitors the variety-seeking customerIntegrated Marketing Communication StrategyCustomer-focusedPlacePriceProductPromotionHolistic approachPromotion StrategyAbove-the-line:Print advertisingBellow-the-line:Brand communicationPRInt

37、ernetEventsMedia cooperationMain communication objectivesInform about the new lineCreate positive emotions in connection to the new lineGenerate consumer interest and purchase intentionsAdvertising StrategyMain communication messageUSP:The only true fashion brand to consider your body shapeEmotional

38、 appealLess is moreSupport line launch only with print advertisingConsistent with current strategyAdvertising Idea GenerationTarget consumerBrand nameis the fashion expertfor your wardrobeForthe full body shape woman,ZaraBrand characterProduct/Competitive Framethat helps you look the best you can be

39、causeBrand promiseit takes the high fashion trends and adapts them for the REAL youSupportAdvertising Positioning FormulaAdvertising Creative,Production&Placement High fashion look Full shape body modelBody shape revealed:curved lines should not be hiddenMetaphor:dominance,power of the portrayed wom

40、enPeriperal cue:released sexuality,element of surprizeAd formatAd placementAd tonalityAdvertising Creative,Production&PlacementAd formatAd placementAd tonalityCurvy is the new blackDouble page spreadMinimum copyZara logoAdvertising Creative,Production&PlacementAd formatAd placementHigh fashion month

41、ly magazines:Vogue,Marie Claire,Harpers BazaarFashion monthly magazines:Glamour,InStyle,Joy,PetraIndependent magazines:WAD,PoolAd tonalityCurvy is the new black by ZARABelow-the-line CampaignBrand COMPRInternetEventCSR:design competition for fashion studentsPossible media cooperation with reality sh

42、ows such as Project RunwayGoal:promote inclusiveness and individualismBelow-the-line CampaignBrand COMPRInternetEventEfficient product placement in magazinesEditorial coverage without advertising expenseGoal:make a sincere proposition to the REAL woman,use the journalist as an expert source to build

43、 brand trustTool:PR lookbookPR LookbookPR LookbookPR LookbookBelow-the-line CampaignBrand COMPRInternetEventUse the website as a main communication channelFeature the CSR initiative to build awarenessFeature viral videosInclude advices on different body shapes and product cutsUse the online communit

44、ies to reach the hip,young,tech savvy womenBelow-the-line CampaignBrand COMPRInternetEventLine launch event in 3 key stores in Europe:Madrid,Milan,and LondonTheme:Zara celebrates diversity with a new lineGoal:offer the real experience of the brand and what it stands forIntegrated Marketing Communica

45、tion StrategyCustomer-focusedPlacePriceProductPromotionHolistic approachPricing StrategyThe new line is more inclusive,and not exclusive:Follow the brand pricing strategiesAffordable prices,good qualityNo deviation from what Zara is as brand:consistency across linesIntegrated Marketing Communication

46、 StrategyCustomer-focusedPlacePriceProductPromotionHolistic approachDistribution StrategyThe store as an important communication channelConsistent and strong store image,high store loyaltyPoint of interaction with the clients:store staff gathering important feedback,taking the pulse of the marketSto

47、re atmosphereZara typical store layout,wide open spacesCreate enjoyment of shopping in the store(positive emotions|comfortable feeling|impulse buying|spending more than planned)Line having its own section in the store,consistent with current store space distributionIMPLEMENTATION AND EVALUATION4Implementation RoadmapJanFebMarAprilMay JuneJulyAugSeptOct NovDecWebsite DevelopmentPR Toolkit productionCampaign productionProduct launch/EventInteractive launchAd campaignMedia cooperationPR supportEvaluationThank you for your attention!