Existing service map in India

zara

Home decor

Online shopping

Gift card/vouchers

Clothes and apparels

Kids,Mens,Womens (casual, formal)

(Online)

Delivery shipping

Look book

Zara phone applications

Shoesaccessories

Existing Marketing Strategy Loyalty programs To create a link with its customers Quick change in fashion trends Relies more on location of retail establishment rather than on advertising Only 0.3% of revenue is spent on advertising, compared to its

competitors who spend nearly 3.5% They have production houses in low wage countries, benefiting from

lower class labor and operating costs They out source 40% of the entire production while the rest is done in

house Vertical integration – own production houses (reacts more quicker than

other competitors) Manufacturing its own products Alterations No advertisement (only word of mouth) Exchanging in any country

SECRETS OF ZARA

Design work in normal life Fast response, to city trends Its mass production, but classy ZARA- short, sharp, works across the globe Green frock-wind turbines, solar power, packaging is recycling and reuse. Seductive/eco design for the stores-light Rome-LEED platinum International ( zara home – sustainable )

Key success factors Short lead time = more fashionable clothes Lower quantities = scarce supply More style = more choice, more chances of it being a success Unordinary supply chain – highly competitive advantage Chose to handle design, production distribution in house Manager of the store reports to Spain head quarters everyday and

changes in design are done accordingly

ZARA Performance Reaps cost reduction benefit from economic scale NO customization in marketing strategy Low cost and high quality strategy on global scale Did NOT follow localization in any of the existing countries

SWOT analysis

STRENGTH Providing quality

runway fashion at the best price

Wide geographical market presence

WEAKNESS Product recall Advertisement

opportunities

OPPURTUNITIES Introduce ZARA HOME

in India Opening their own

production house in India

THREATS Intense competition Demand for plus size

garments

Value chain Inbound logistics Operations Outbound logistics Marketing and sales

Operation management Volume Variety visibility

REBRANDING STRATEGY

Designer collaboration Helps the brand to move to higher and broader market Focus on localization Maintain relation between production and distribution system Packaging (using tote bags) Every time a customer shops at Zara using the bag provided they

earn sustainable points followed by a discount. Deconstruction of higher end garments

REBRANDING STRATEGY

Challenges encountered

Cultural issues Language issues Technical issues procedures

Solutions provided Provision of training Research and analysis of various markets Acquisition of new work force

CONCEPT

INTERTWINE IN TERMS OF

INTERIORS FASHION

INTERIORS

Existing Zara interiors characteristics Corporate lighting Uniform design by the central department Recessed ceiling General lighting Window display is common Mannequins –neutral background

lighting spots light Halogen low

voltage

SUSTAINABLE STANDARDS: new solutions Energy management : LED’s long lasting durable mercury free prevents heat build up (reducing costs) more efficient

Solar panels for obtaining energy from sunlight

Daylight saving

More and better circular ventilation

• Water management : • Low flush toilets• Flushing consumes 30%of normal water use• Low flush can reduce consumption by 15%• Spray tap (sensor controlled taps)• SUDS (Sustainable urban drainage system)• Rainwater harvesting (water stored can be reused for watering plants, toilet flushing• Storage of water for long periods of time

High efficient hand dryers are used for less usage of toilet paper No paper bills, mailing services and check in on tabs Price tags (labels) made from left over fabric Dual flush toilet and low flow faucets

Zero Waste  All the waste on the retreat is processed and reused all waste except plastics that we send out to a recycling unit all black water which is the flush water in the rooms, goes into a

leech pits that convert the waste to manure over time all grey water from the hand wash water is used to recharge the

ground water, used for gardening

Other saving methods

PLAN

SECTION

ELEVATION

PERSPECTIVE SKETCHES

Materials

CorkWall Cladding

Bamboo Flooring (Store)

Eco Resin Flooring (Trial Room)

Cotton rope with hemp cord

Construction Material

 The bricks used in the buildings were made on the site.

We used the soil that we got when we dug for the foundation

The bricks were then sun baked and were ready for use. These mud bricks are natural air conditioners as they insulate the interiors from extreme heat or cold.

FASHION

Fashion that leaves the least impact on the environment throughout it's Lifespan, that is, from creation through it's long life and once it reaches it's usable life's end.

Designers and Brands must be aware of the energy it uses, carbon footprint, waste, transportation and the end of life strategies.

What is sustainable design in terms of fashion ?

Eco-friendly ways of Producing Fashion   Zero-waste Fashion - is a way of cutting fabric

without having to waste any fabric by working according to the width of fabric.

Waste Fabrics that do not get used can be made into tags

Thrift stores can be set up in stores for consumers to donate clothing. These clothes can be recycled and reused.

Local weavers and artists can be involved for hand weaving techniques.

All dyes used must be natural and should have no impact on the environment.

Eco-friendly ways of Producing Fashion

The usage of organic, chemical free fabrics must increase.

Consumers need to be aware of how sustainable fashion will help the planet. It can be done by attaching little booklets of recycled paper, with information about eco friendly fashion.

Using Fabrics like Organic Cotton, Jute, Bamboo, Tencel, Cork, Organic linen is a smart way to start off an eco friendly collection

Fabrics like Jute and Organic Cotton are widely grown in places like Tamil Nadu and the Bengal Delta.

A 100 per cent denim line for women and men can be introduced. Organic denim is made from organic cotton and dyed with natural indigo. Natural elements like shells or cork can replace buttons and zippers

SUSTAINABLE FASHION COLLECTION

Materials Materials - Pre-consumption - Consumption - Post

consumption

Organic cotton - it is grown without using chemicals - It is softer

and chemical free - Since it is not treated with harsh chemicals and pesticides, and it is a healthier and cleaner product less process, organic

Conservation of Biodiversity cotton is durable. It can be easily dyed.

  Jute - It is a vegetable fiber - Slightly rough, textured - 100 per cent

biodegradable Very low pesticide and fertilizer needs Durable and long lasting

It accepts dyes and also blends with other synthetic and natural fibers. Caustic soda can be used to improve the feel, appearance and softness.

Tencel - dyed to high quality - extremely smooth surface, rich color, - biodegradable

standards because of its highly absorbent drapes beautifully, breathable and

fibers – lightweight

Bamboo - Craftsmen and local weavers for - the bamboo fabric is extremely soft and - biodegradable

weaving the bamboo silky like. The bamboo also can be weaved It does not require the use of chemicals - with different techniques The stalk is cut off above ground so farmers don't have to keep planting it as it grows back It requires no irrigation prevents soil erosion

Materials

Animal Equality : Started in UK, spread to India Follows Veganism lifestyle (respect for animals) (no exploitation) (saving from being harmed or killed)

IDA (In defense of animals) Sponsor a pet Make a donation (helping the organization)

PLANT A TREE Partnership with this organization helps to plant a tree for every purchase

on the Zara website.

Organisations

http://eartheasy.com/sustainability http://www.calrecycle.ca.gov/greenbuilding/materials/ http://www.epa.gov/iaq/ia-intro.html http://www.building.co.uk/data/sustainability-managing-wate

r-consumption/3090094.article http://www.stairropes.com/ropes.html http://www.idaindia.org/index.htm http://www.animalequality.net/ http://laure.dubois.over-blog.com/article-sustainable-materia

ls-interior-design-85820225.html http://retaildesignblog.net/tag/retail-concept/ http://www.sustainabledesigners.org/

References

Thank youNishita PuttaguntaAnusha KothariNagareddy KshatriyaFanechka FernandesReshma