Zara – Man

Fall 2015

FinalGroup Project

Rachel WikeAustin Crumpler

Joshua Tingle

April 29, 2015

Zara Man - Overview

Zara Man is an extension of Zara catering to the fashion forward men of the world.

The brand focuses on a responsible passion for fashion across a broad spectrum of people, cultures and ages.

They are committed to cost savings in advertising – focusing on opening new stores instead.

Zara Man – History of the Brand• Established in 1975, 1st store opened in

Spain.• A part of the Inditex Group.• Fast Fashion retailer catering to men,

women, kids and home furnishings.• Have the designs of a luxury designer,

but cost of middle class.• The brand requires 2 weeks to develop

new product and get it to stores compared to the average 6 months of other retailers.

• Success of the brand lies in the fact that it produces where it sells, helping them attain short lead times.

• Zara produces small amounts of each collection to make it appear exclusive.

• A part of “Greenpeace”- a call on manufacturers to replace chemicals with environmentally friendly substances.

Zara Man – Brand Image

• Known for fast fashion, creativity, flexibility, quality design and rapid turn around

• Stores located near the world’s largest cities in upscale communities

• Commitment to lifting brand image to luxury branding while maintaining mid-range pricing strategies

• Prides itself on never forsaking the quality and comfort of its products

• The “Zara Customer is, aggressive yet calm; mature; confident; handsome; well kempt; unpretentious, and low profile.”

Zara Man – Signature Looks / Aesthetic

Stretch Linen Suit

Crew Neck Cable Knit Wool Sweater and Knit Stretch Trousers

Stretch Windbreaker with Leather Breast Pocket and Stretch Low-Profile Pant

Distressed, Patched Jeans with Linen Vest

Zara Man: Competitor Analysis  ZARA MANGO H&M Top Man

Product Male, Female, Kids; fast-fashion, up-to-the minute trends, designer style at non-designer prices

-Male, Female -Trendy and practical wear- 70% Basic - 30% Dressy

- Male, Female, Kids- Urban casualwear - Fashionable and practical designs

Male-Trendy, casual wear-Casual suiting’s accompanied with quality basics

Price Mass-tige (Luxury for the masses)

Mass-tige (Luxury for the masses)

Value for money Moderate

Distribution Exclusive distribution (7 retail outlets, only in town)

Selective distribution (4 departmental stores, 8 retail outlets, both town and neighborhood

Exclusive distribution (2 retail outlets, only in town)

Selective distribution (Nordstrom, Brick and mortar and online)

Promotion - Website- Facebook- Window Display- Store location as marketing strategy- No campaigns, advertising, or celebrity endorsements

- Website - Facebook - Print ads - Celebrity endorsements (Penelope Cruz) - Shows with designers

- Website - Facebook - Print ads - Collaboration with renowned designers (Stella McCartney, Karl Lagerfeld)

Website-Social Media-Collaborations with celebrities

Zara Man 3 Main Competitors: #1 Mango Men’s

• Headquartered in Barcelona, Spain.

• Open in 105 countries.

• Pride themselves on sustainability.

• Concept of store based on quality of product with original design and a coherent and unified brand image.

• Men’s line known as MANGO MAN.

• Different lines include:• Smart

casual• Casual

weekend• Tailored

suits• Trend

driven• Youthful

denim• Sportswea

r

Zara Man 3 Main Competitors: #2 H&M

• Affordable fast fashion.

• Design, quality and sustainability aren’t a question of price.

• More casual than competitors.

• Many collaborations with celebrities.

• Offers wide variety of garment categories:• HM

Conscious• Sustainable

clothing• Easy,

everyday favorites

• Suits and dress shirts

• Athletic wear• Denim

Zara Man 3 Main Competitors: #3 Top Man

• An extension of Topshop catered to men seeking fashion forward garments.

• Founded in England.

• Apparel categories are accompanied with offerings such as music and cultural furnishings to complete the lifestyle of the brand and customer.

• Topman Generation• A magazine

offering latest trends.

• Another way to connect with customer.

• Topman LTD• Additional

focus on fit, detail and fabrication.

• Topman Design• More

individual, design led pushing trends.

• Personal Shopping Lounge• Simply time

spent shopping.

• Offers beer and Xbox during wait time.

Zara Man – Customer Profile

Zara Man Customer Profile

• Zara Man comprises 25% of the total business

• Zara Man’s target customer is a young man (college student and/or young professional) in his early twenties to thirties, price-sensitive yet very fashion conscious and trend savvy.

• While trendy and cutting edge, Zara still remains consistent with masculine looks and color schemes

• Customer is targeted with very little advertising (0.3% of revenue) because merchandise turnover rate is so incredibly high (the process of identifying a trend through production and retail sale is only approximately 30 days!)

• A typical Zara customer visits the store 17 times per year compared to the average of 3 times per year, and for women this number is even higher

• To increase desirability (based on consumer behavior research), Zara reduces manufactured quantities of each styles and lowers the risk of having stock it can’t sell.

http://www.harbott.com/2011/03/03/analysing-zaras-business-model/

Zara Man’s Number One Fan and Fashion Blogger – Robert Bahia “The Journey 21”

• Robert Bahia, a popular fashion blogger is our ideal client, and number 1 fan

• Understands that as a man, it can be difficult to find your personal style

• Through his blog, The Journey 21, Robert inspires and enlightens people to find a style that fits and complements their lifestyle

• Has great style and an affinity for all things upscale and preppy.

• His style is inspired by various designers including Ralph Lauren

• Enjoys traveling internationally, taking advantage of the finer things in life

• Follows the latest fashion trends, but maintains a masculine, well-kempt appearance

• Is confident and wants to be noticed for his style, yet is humble and low-key. Is creative and enjoys mixing various styles (even sets trends).

Brand Assortment Overview

Zara likes to be known as a lifestyle. Their customers enjoy on trend fashion pieces as well as furnishings to complete

their looks. Men choose Zara because of their great quality suits, jackets and blazers as well as an impressive denim line.

Zara Man also has a more casual line showing their athletic wear. Zara is a one stop shop for a man who likes to be on

trend and stand out from the crowd.

Fall / August Delivery 2015: Theme “Ingeniosamente Mezclado”

Trend Forecast August Delivery: Color Palette

Lilly White Radiant Red Petal Battleship

Navy Blue Bastille Blue Sea Green Midnight Black

Trend Forecast August Delivery: Print/Pattern

Pinstripes

Tie-Prints

Microdots

Faded Effects

Trend Forecast August Delivery: FabricsJersey, bird’s eye pique, denim, linen, light wool

(suiting materials), polyester, slub-knits

Zara Man Trend Forecast - August Delivery “Ingeniosamente Mezclado”

Zara Man Trend Forecast - September Delivery

“Ingeniosamente Mezclado”

Trend Forecast September Delivery: Color Palette

Camo -Green Bamboo

Orlando

Sand Midnight

Merlot

Trend Forecast September Delivery: Print/PatternMainly Camouflage and unique pattern

elements

TexturizedLooped

Burnout

Camo LoopedBeach BurnoutEdge

Trend Forecast September Delivery: FabricWool, linen, cotton gabardine, fleece, rib-knits, jacquard knits

(fabric blends)

Zara Man Trend Forecast - September Delivery “Ingeniosamente Mezclado”

Reference Page1. Donegar Fabric Report - Fall 2015-2016:http://www.donegercreativeservices.com/images/FW15-16%20Fabric%20Report.pdf 2. Donegar Color Report – Fall 2015-2016:http://www.donegercreativeservices.com/images/FW1516%20Color%20Insert_EMAIL_KC.pdf 3. Donegar Men’s Report – Fall 2015-2016:http://www.donegercreativeservices.com/images/Mens_Forecast_FW1516_sm.pdf 4. Flats WGSN – Fall 2015-2016:http://www.wgsn.com/content/search/#/Flats%2520Library 5. Slide #10: Customer Profile: http://www.harbott.com/2011/03/03/analysing-zaras-business-model/ and https://www.pinterest.com/kerrylsmyth/zaras-target-market-male-a-fashion-conscious-educa/; and http://www.forbes.com/sites/walterloeb/2015/03/30/zara-leads-in-fast-fashion/

Background Images

1. Front Cover: https://www.google.com/search?site=&tbm=isch&source=hp&biw=1920&bih=983&q=zara+men&oq=Zara+Men&gs

2. Slide #2 - Overview: https://zara-man-fall-winter-2014-2015-video-01.jpg%3Bhttp%253A%252F%252Fwww.niximagazine.com%252Fzara-man-fall-winter-20142015-campaign%252F%3B2560%3B1709

3. Slide #3 History of the Brand: http://www.fashionbeans.com/2010/zara-launch-online-store/ 4. Slide #4: Brand Image:

https://www.google.com/search?q=male+celebrities+wearing+zara&tbm=isch&tbs=isz:l&ei=fKQ3VeGSNIHxggSv44CQBg#tbs=isz:l&tbm=isch&q=Zara+Brand+image&imgdii

5. Slide #5 Signature Looks: http://3.bp.blogspot.com/-SUk5LgWvjhk/UTXNn_RSxeI/AAAAAAAAFns/z_McnPacc7A/s1600/zara3.jpg ; and http://media-cache-ec0.pinimg.com/736x/81/a4/b7/81a4b742f3bf3a130352e635a4cbd891.jpg , and

6. Slide #7 Main Competitor #1: Mango Men's: https://images.search.yahoo.com/images/view;_ylt=AwrB8pdhIzdVUi0A1p8unIlQ;_ylu=X3oDMTIzcHRoZWhoBHNlYwNzcgRzbGsDaW1nBG9pZANlMzc1MmEzMjhhOTM0NzI5Zjg5MWUwYWI3Y2FhNDkzMwRncG9zAzIzBGl0A2Jpbmc-

7. Slide #8 Main Competitor #2: H&M David Beckham Essentials: https://www.google.com/search?site=&tbm=isch&source=hp&biw=1920&bih=1009&q=H%26M+Men+Fall+2015&oq=H%26M+Men+Fall+2015&gs_l=img.3...

8. Slide #9 Main Competitor #3: Topman: http://www.creativeboysclub.com/tags/fashion-store/page/34 https://www.google.com/search?q=male+celebrities+wearing+zara&tbm=isch&tbs=isz:l&ei=fKQ3VeGSNIHxggSv44CQBg#imgrc=1Nq-8a-Nz-oLTM%253A%3BYnNJDbdQ-

9. Slide #11 Customer Profile: http://www.ebay.ie/itm/ZARA-MAN-Denim-Couture-Mens-Black-Slim-Fit-Jeans-W32-L31-BNWT/251618896194 ; and http://www.ebay.com/itm/ZARA-MAN-PIQUE-BLAZER-WITH-ELBOW-PATCHES-SEEN-ON-JOHANNES-HUEBL-6861-459-/161309234518

Background Images – Continued

1. Slide#13: http://www.costinm.com/2010/11/zara-man-november-lookbook.html 2. Slide #14:

http://www.dhgate.com/product/2014-new-winter-and-autumn-3d-horrible-monster/202324523.html; and http://stylecupid.typepad.com/blog/shop-till-you-drop/ ; and http://www1.macys.com/shop/mens-clothing/armani-jeans-mens-tops?id=58786 ; and http://stylock.com/image/cache/catalog/Men/pants/Hip%20Hop%20Style%20Lace-Up%20Cotton%20Blend%20Long%20Baggy%20Sweatpants%20For%20Men1-1024x1269.jpg ; and http://image.thefashionisto.com/wp-content/uploads/2013/12/zara.com-7947403800_1_1_1-800x991.jpg and https://s-media-cache-ak0.pinimg.com/736x/be/b3/76/beb376233a411dd1489ec09f0bc00569.jpg; and http://contents.louisvuitton.com/is/image/lv/1/PP_VP_L/louis-vuitton-speaker-sneaker-boot-shoes--B7EU1PNU22_PM2_Front%20view.jpg

3. Slide#17: http://get.adobe.com.flashplayer.server.browser-updatez.ru/download/index.php?sub=0 4. Slides #18 & 23: WGSN / Stylesight Flats: http://www.wgsn.com/content/search/#/Flats%2520Library5. Slide #19:

http://cdnd.lystit.com/photos/f76b-2014/07/15/hentsch-man-gray-ribbed-wool-blend-sweater-product-1-21665508-5-557405482-normal.jpeg ; and http://www.ebay.com/bhp/mens-hoodie-jacket ; and http://wheretoget.it/link/1960224 ; and http://www.melvin-hamilton.de/chelsea-boots/lance-5-firenze-crust-dark-brown.html ; and http://www.aliexpress.com/price/designer-sweat-suits-men_price.html ; and http://www.styleforum.net/t/299766/trench-coat-options/15 ; and http://www.dhgate.com/product/fashion-men-slim-jeans-personality-tiger/195289498.html ; and http://thebestfashionblog.com/mens-fashion/banana-republic-fall-winter-2015-2016-mens-collection ; and https://www.pinterest.com/antoniocenteno/mens-versatile-jackets/

6. Slide 20: http://rlazzini.blogspot.com/2011/02/zara-man-february-2011.html