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Zara

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by

Aina Perelló

on 27 February 2013

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Transcript of Zara

Summary Company background
Corporate Image
Business strategy
Advertising
Innovation: Zara People 1.Company Background Origins & History: - "Small sewing workshop that has become a global fashion phenomenon" Amancio Ortega
- Founded in Arteixo (Galicia) in 1963

1963-1975: Intimate woman clothes
1975-1985: First shops in Galicia
1985-1990: Inditex was established
First foreign shop in Oporto
1989:New York and Paris
1991-2000: Germany, United Kingdom, China (21)
2000-2012: Qatar, Denmark, India (40 countries) 2.Corporate Image Brand Name: Short Easy to pronounce Ideated by Amancio Ortega No meaning 2.Corporate Image Logo & Typography: Black: ...
Values:
elegance
serious
basic 2.Corporate Image Packaging: 2. Corporate Image Values of the company: Elegance
Quality
Luxury
Freshness
Stylish
Love for business and fashion FW 12/13 3.Business Strategy Fast Fashion: 2 deliveries every week in all shops around the world
Different collections and products every week
More than 10.000 products/year
Always connected with street trends 3.Business Strategy Strategies of Success: Shop Placement:
1.659 shops placed in the most important and commercial streets, distributed in more than 84 countries.
Zara stores near luxury shops Competitive Advantage:
The production process for fast fashion allow Zara to anticipate trends before their competitors do.
Fashion brands (not Zara) usually design collections 6-9 months before arrival in stores. Zara designs, produces and distribute in 15 days maximum. 3.Bussines Strategy Shop Placement: New York. 5th ave. nr 666 Opening of Zara Sidney Madrid, Calle Serrano 4.Zara's Advertising Attitude of Zara: No fixed budget for advertising

Communication Channels:
-Shop placement and shopfront
-2 catalogues per year
-Webpage
-Sometimes, online videos
-Press advertising during sales 4. Zara's Advertising Shopfront: TRF Shopfront Youth, happyness,
trendy & chic.
Nude & neutral colours Elegance, minimalism,
stylish, modern.
Nude colours &
minimal decoration ZaraWoman Zara Man Youth, elegance, trendy, minimalistic.
Neutral , black & coloured 4. Zara's Advertising Catalogues: - Only for prefixed collections
-Famous models Women Catalogue:
http://www.catalogosmoda.com/6289_catalogo-zara-mujer-otono-invierno-2012-2013/ Man Catalogue:
http://catalogozara.com/catalogo-zara-hombres-primavera-verano-2010/#more-25 4. Zara's Advertising Webpage: LookBook December Woman Lookbook:
http://www.zara.com/webapp/wcs/stores/servlet/category/es/es/zara-W2012/312501/ Man Homewear Lookbook:
http://www.zara.com/webapp/wcs/stores/servlet/category/es/es/zara-W2012/294502/ All Zara Lookbooks:
http://www.zara.com/webapp/wcs/stores/servlet/category/es/es/zara-W2012/269520/Lookbook 4. Zara's Advertising Online Videos: 5. Innovation: Zara People Zara People Online: -Pay people who dress Zara's total-look
-300€ each photo Innovation issues: -Transport fashion from streets to designers
-Consumers have power to decide future trends
-Global: standardized consumers & trends http://www.zara.com/webapp/wcs/stores/servlet/category/es/es/zara-W2012/269521/PEOPLE%2B
Full transcript