ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
Marketing Metaphoria
Connecting the dots...
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
Marketing Metaphoria
Humans are wired for social
connection
Connecting the dots...
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
Marketing Metaphoria
Humans are wired for social
connection
Overall drive,
emotional need to connect with others
Connecting the dots...
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
Marketing Metaphoria
Humans are wired for social
connection
Overall drive,
emotional need to connect with others
To establish loyalty, brand
must show same loyalty to
consumers
Connecting the dots...
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
Marketing Metaphoria
Humans are wired for social
connection
Overall drive,
emotional need to connect with others
When brand fosters
this connection: ‣ provides consumers
with sense of community
‣ builds brand equity
To establish loyalty, brand
must show same loyalty to
consumers
Connecting the dots...
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
Marketing Metaphoria
Humans are wired for social
connection
Overall drive,
emotional need to connect with others
When brand fosters
this connection: ‣ provides consumers
with sense of community
‣ builds brand equity
To establish loyalty, brand
must show same loyalty to
consumers
Connecting the dots...
Increase in stores, overall
presence in U.S & China consumers need to feel more
connected to brand
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
Marketing Metaphoria
Not at forefront of consumer interaction
Built brand identity of mystique - initial market
presence without
ZARA needs to
incorporate sense of community
through communications
plan
Standoffish
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
ZaraRe-visiting the Brand
Positioning: Fast high fashion at affordable prices
- =
- =}
existing consumer base with potential for increased
purchase
brand benefit fulfills a major need for Chinese consumers
can expand to other cities room for further penetration
increasing size of middle class
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
US/ChinaMarket Opportunities
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
USCompetition
1 US Store300 global stores
Sales data unavailable
GAP Inc: 3,150 global stores
$15,763 million/yr
1,600 US Stores$63,367 million/yr
169 US stores
1,700 global stores$9,911.2 million/yr
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
USSituation
ZARA introduced in US in 1988
* Higher product pricing* Positioning - High fashion
brand* Fulfill need - fast trends for
low-cost
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
USTarget
metrosexual maledisposability of clothing/fashions
effect of the economy (accessories)competition for GenY-ers
characteristics of women (Aga?)
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
USTarget Profile
• Need: Affordable, fashionable, good-quality apparel• Solution: self-actualization need- trendy products at lower
prices • Demographic Characteristics: – ages 15-30– both female and male– low to mid-range income– work in big cities/pursuing higher-level education• Psychographic Characteristics: – Women and men– enjoy shopping and socializing – concerned about health and looks (work out and follow diets)– into arts, enjoy dinning out
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
ChinaCompetition
100 retail locationsChinaPartnerships in Europe, US and JapanTotal Net Sales: 97.5 million
China’s largest clothing producer¥50.9 million net earnings( second half of 2008)
325 stores in UK275 locations in the world£8.3 billion in UK £ 713 million internationally
4 stores in China1700 stores worldwideSales in 2006 $9,9 million
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
ChinaSituation
• shifting Chinese demographic and cultural trends
– Mom & Pop stores > Wal-Mart/Carrefour
• China's retail market is expected to grow by 34% between 2008 and 2012
• growing middle class- aspirational purchasing attitudes
• Turned off by manufactured goods in home country
• Demographic: 15 - 29 years and increasing purchasing
power• Working female class• Men’s exemplification of
status
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
ChinaTarget
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
ChinaTarget Profile
• Need: To buy affordable quality clothing in order to acquire status
• Solution: self-actualization need- trendy products at lower prices • Demographic Characteristics:
– ages 15-30– both female and male – low to mid-range income– work in big cities/ pursuing higher-level education
• Psychographic Characteristics: – Women:
• enjoy shopping, socializing• need to look good• be perceived like they have more money than they actually do
– Men: • into sports and look for good quality in things like cars, cigarettes, alcohol and clothing• want to be perceived as successful and established
GoalConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
...focus on connecting employees, present and potential consumers more intimately to the
brand.
Strategy OverviewConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
Marketing Objective
Increase ZARA’s market share in the United States and China by 5% and sales by 10% by 2012.
Marketing Strategy
Communication Objective
Communication Strategy
Communication Tactics
•Increase purchase frequency among current customers by 15% by 2012.•Increase the number of first time shoppers by 10% by 2012.•Open 15 new stores in China (5 per year) and 21 in the United States (7 per year) by 2012.
Increase brand awareness and favorable attitudes among customers.
Build a more personal relationship with current and potential customers.
•ZARAnet•New Stores•Turnover Promotions•ZARA + ME Fashion Show •Personal Shopper Program
InternalWebsiteConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
New StoresBus-wrapConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
New StoresSidewalk DecalsConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
New StoresGaggle o’ModelsConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
New StoresHandoutConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
New StoresE-mail Alerts
ZARA.com [[email protected]]
New Zara Locations Coming May ‘09
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
New StoresTote BagConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
GISELE BUNDCHEN FOR ZARA CAROLYN MURPHY FOR ZARA
New StoresModels @ OpeningConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
TurnoverWidgetConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
YOUR STORE:BOSTON
TurnoverOpt-In Email AlertsConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
ZARA.com [[email protected]]
This Week @ Zara
New this week:
TurnoverOpt-In SMS AlertsConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
Next New Shipment:
May 1, 2009
TurnoverDigital CountdownConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
Zara + MEDesign CompetitionConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
Goal: Create community around brand while allowing individuals to feel connected to ZARA fashion & values
• Online Competition–Photos/videos of outfits
uploaded online –Top 20: chosen by NYC
& Shanghai*–Zara customers vote on
website–Top 10: featured at
show, produced, sold for limited time
• Fashion Shows–Event agency,
established venue, streamed online
Zara + MEDesign CompetitionConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
+ ME
Upload your photos
Always dreamed of having your clothes featured in a store? Share your original designs and possibly have them displayed in our store. All you have to do is click the upload button to post your design pictures and video discussing why we should select you. Zara will then choose 20 people and post an item from each contestant along with video submission. Voters can vote for their favorite piece by clicking on the dot located below and pressing “submit.” Voters are also given the chance to win free tickets to NYC / Shanghai fashion show featuring the winning designs.
The top 10 outfits will be offered along with new Zara trends in New York City/Shanghai stores and would be sold only for a limited time.
Upload your Video
Zara + MEDesign CompetitionConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
Submit Vote Now
+ ME
Turquoise/BlackSweetheart
neckline, layers of taffeta & tulle, sequined trim
hanky hem, and zip back.
Back View
Jennifer Elise Giselle Sheila
Zara + MEDesign CompetitionConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
Submit Vote Now
+ ME
Ariel Agapios Jessica Miller Lula May
Zara + MEDesign CompetitionConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
Submit Vote Now
+ ME
Ariel Agapios Jessica Miller Lula May
Zara + MEDesign CompetitionConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
Submit Vote Now
+ ME
Ariel Agapios Jessica Miller Lula May
Zara + MEDesign CompetitionConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
Submit Vote Now
+ ME
Ariel Agapios Jessica Miller Lula May
Personal Shopper ProgramConnect
ZARA, the brand Research
Goal/Objectives Tactics Schedule Budget
• Develop one-on-one relationship with consumers
• Top employees aid in styling- commission of 1.5%
• PSP kiosks and online appointments
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
ScheduleOne-Year
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
ScheduleOne-Year
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
ScheduleOne-Year
ConnectZARA,
the brand ResearchGoal/
Objectives Tactics Schedule Budget
BudgetOne-Year
• ZARA should continue to:✓focus on increasing potential consumers &
frequency of current consumers✓monitor the success & ROI of the outlined
communication programs✓adapt the communication tactics accordingly
• Communication plan in conjunction with ZARA’s
overall business development goals relating to further penetration of U.S. and China markets
Moving Forward
Bloopsers