REBRANDING ZARA

REBRANDINGZARA

Marta Capdevila, Javier Cordero, Clara Llamas, Julia Requeijo, Sergio Roncero, María del Carmen Cabrera y Sofía Paniagua

01 General Information

06 Objectives

02 Collections

07 Rebranding

Index

08 Segmentation

03 Logo Changes

04 Market Research

09 Positioning

05 SWOT Analysis

10 Strategies

INTRO

General

Information

Zara is one of Spain's leading international fashion companies headquartered in Arteijo (A Coruña, Galicia). This brand is the flagship of the group to which it belongs, Inditex, one of the largest distribution groups in the world. The company was founded in 1975 by Amancio Ortega and Rosalía Mera. It has more than 2,200 stores and it is present on all continents.

Collections

WOMAN

TRAFALUC

MAN

KIDS

JOIN LIFE

The first line that was created in Zara and is the most extensive of all. It follows the trends of Haute Couture and the materials, design and details are more elaborated.

It is destined to young fashion; at the beginning of 2020 it was unified with Zara Woman. It was based on the easy economic accessibility for teenage public who wanted to be fashionable in trends at a more affordable price.

Zara's collection for men, mixing the strategy of higher quality garments at a slightly higher price with a more youthful style at a lower price.

Line for boys and girls, its offer ranges from newborn clothes to pre-adolescence.

the latest line incorporated into the firm, promotes sustainability and care for the environment. The garments in this collection are made with ecological or recycled materials, with synthetic or vegan leathers.

Logo Changes

2019 - now

1975 - 2010

2010 - 2019

LUXURIOUS, SIMPLE, COMPACT AND UNDERSTANDABLE

TARGET

Zara's main target customer group is the young, modern and elegant woman, loyal to the brand, with average incomes and living in large cities. The age of this target group is between 18 and 35 years old.

From a general point of view, Zara's target market is very wide, ranging from children to middle-aged people, both for men and women.

COMPETITION ANALYSIS

Zara has been able to stand up to its competition thanks to its business model known as fast fashion, which adapts better than anyone else to customer preferences. It offers current fashion, at a good price and with an adequate quality. Zara has been able to stand up to its competition thanks to its business model known as fast fashion, which adapts better than anyone else to customer preferences. Zara has a great deal of competition, but it differs from all its competitors in that it has many factors that give it a competitive advantage, such as innovative products with design and at an affordable price It offers current fashion, at a good price and with an adequate quality.

SURVEY

After having carried out a questionnaire to 55 respondents to find out how they perceived the brand, the results obtained were as follows:

CONCLUSION

INTERVIEWS

Why do you shop at Zara? Are you satisfied with Zara's quality? What do you think of Zara's prices, taking into account that it is a company that offers high fashion designs and changes its collection from time to time? Why do you prefer Zara and not the competition (e.g. H&M)? How often do you visit Zara? When you hear Zara, which product comes to your mind first? What is it about Zara that strikes you the most? What do you think of their shops?

SWOT

Lorem ipsum

Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

OBJETIVES

• Be Trending Topic on social media every time that we launch a new exclusive collection.

• Reach gain media valued in 2.5 million euros in the first year appearing on the news, newspapers, etc.

• Obtain an increase of 5% in the sells of the normal brand thankfully to the call effect of the exclusive lanches.

• Reduce the nature impact of this brand in a 100% by doing the new brand from reciclyng leftover stock of other collections.

• Increase our physical store visits in a 10%.

• Reach top 5 in the medium-high class consumer top of mind.

REBRANDING

REBRANDING

REBRANDING

SEGMENTATION

GEOGRAPHICAL

- Market separation in countries and regions.- Design of specific garments according to the needs of each place. - New Line available in cities and establishments where sales tend to be higher.

DEMOGRAPHIC

PSYCHOGRAPHIC

BEHAVIORAL

- Division of clients according to their age, gender and income level.- Zara Exclusive would be aimed at a female audience, between 20-40 years old, with a medium income level.

- The brand takes into account what are the benefits of obtaining a Zara garment, the rate of use of their products, and how often a customer returns to the store. - Zara Exclusive would be focused on loyal customers.

- Costumers separation based on their current lifestyle, their personality and point of view. - New collection focused on independent and self-confident women, who seek to distinguish themselves from the rest.

POSITIONING

Zara's positioning is based on three points: - Generation of an experience in physical stores - Adaptation of new technologies in its spaces - High product rotation

Zara's biggest competitor today is H&M in terms of price-fashion.

The strategies used to have a good positioning are the following:

Distribution strategy:

Price strategy:

A big part of Zara's stores is to be located in exclusive areas, next to expensive stores such as Armani, Gucci, Prada... in this way, people who cannot afford to buy clothes in expensive stores like Gucci, buy at Zara.

Speaking of Zara's price positioning, it has a wide range of well-distributed prices,... thanks to its wide variety of clothing and its wide offer, it has all price ranges. It is also recognized worldwide for offering the latest fashion products at affordable prices for its customers. Two thirds of Zara's products are in the 10 to 29.99 euro price range. It has to know how much its consumers are willing to pay for a garment and be able to do so in the shortest possible time at an affordable price and good quality.

STRATEGIES

SOCIAL MEDIA AND ONLINE

* Use social networks to promote the brand

Word of mouth or buzz marketing is still an incredibly effective way to spread the word about a product. We will create expectation in our social networks, unveiling one garment per day a few days in advance.

* Collaborate with influencers and make QYA to create links with consumers.

STRATEGIES II

How is going to be the new Zara in their stores?

# Zara Exclusive is going to be a totally physical store collection, this collection is going to be launched one time each three months. # We are going to launch this collection in our 10 biggest countries (billing) in the world, the collection is going to be announced 3 days before the launch by social media and the Zara exclusive landing page.

MOCKUPS

Thanks for your attention