fashion merchandising seminar; zara

Running Head: ZARA 1

Leighann clayton Fashion merchandising seminar

Spring 2016


Table of Contents

I. Market research: Company profile 4-5 The brand 5-6 Fashion strategy 6-7 Market position 6-7 Product comparison 7-8 II. Line development: Target customer 10-11 Trend report 11-14 Concept board 14-15 Color/print/fabric story 15-17 Style sheets 17-22 Key items 22-24 Key outfits 22-24 III. merchandising plans: Quick costing 24-25 Six month merchandising plan 25-26 Formulas 25-26 Ratios Style distribution ratios 27-28


Size distribution ratios 28-29 Color distribution ratios 28-30 Assortment plans 31-33 Purchase order 33 IV. RETAIL & LINE PRESENTATION: LINE PRESENTATION LAYOUT 34 PLANOGRAM 34-35 WINDOW DISPLAY 36-37 EXPLANATION OF PLANOGRAM WINDOW 37-38 REFERENCES 39-42


COMPANY PROFILE “Few clothing brands keep up with the latest fashion, are of high quality and yet, affordable. It’s these qualities that made Zara, the Spanish clothing brand become the go-‐to fashion brand for all.” (Zara Success Story, 2015.) Zara, a leading retailer in fast fashion is apart of Inditex, one of the largest fashion retailers in the world and publicly held company. Inditex is made up of 100 companies who operate 6,340 stores in 87 different markets. Manufacturing and distribution, along with textile design are categories within Inditex that expand over Asia, Europe and the Americas as well. With such success in expansion and production, Inditex has created subdivisions such as Bershka, Pull & Bear, Oysho, and Massimo Dutti. Zara, continues to market to over 1,991 stores worldwide targeting men women and children. Historically, Inditex was founded in Coruna, Spain during 1975. Compared to other chains, Zara uses short product life cycle to its advantage to compete in the market. Meeting strict demand expectations is what Zara prides itself on. Consumers who are primarily “fast-‐fashion” goers are loyal to the Zara brand based on their ability to keep their target market interested and at a higher level than competitors. Financially, Inditex has in the last five years continued to improve in every aspect of sales. From 2010-‐2014, the company has combined their brands to account for a $1,266,000 growth in gross revenue from 2010 to 2011 and a $2,153,000 growth from 2011 to 2012. From then on in the following years of 2012 to 2014, the company grew to $2,171,000 in increased gross revenue, continuing the forward progression. While each year Inditex created positive numbers, the jump from 2012 to 2013 fell a bit short compared to other years. Gross Revenue saw less of an increase over the past five years compared to gross profit and net profit. Net profit originated at $1,731,829 in 2010, and has substantially grown to $2,510,151 in 2014. This large jump over the years is due to the gross margin, profit and operating expenses. Over the past five years of 2010 to 2014, Inditex saw many different changes both economically and enviormental as well. For example, sales had been driven up from $12,527,000 to $18,117,000 and the number of employees hired from 100,138 to 137,054. These numbers are direct results of Inditex and Zara within the other brands, conforming to a more sustainable, eco efficient presence. Between all the brands, Zara is the leader contributing its online presence further with online stores in markets such as Romania and Greece. As a direct result from remaining eco-‐friendly and sustainable, Inditex continues to strengthen its employee team and prove they have some of the best and youngest minds within their company.


The Brand Zara is a fast fashion retailer comprised of fresh merchandise to be produced and sold to consumers. Zara retains a mission statement stating that through Zara’s business model; they aim to contribute to the sustainable development of society and in the environment we interact. Replenishing stock isn’t an idea that exists to the company. Receiving new shipments twice a week helps to ensure continued popularity to its brand loyal customers. This fresh approach to retail sales allows for a unique concept and identifiable brand for others to compete with. Impulse shopping habits are what drive sales for Zara and the rest of the Inditex brands. Zara prides themselves on its high reactiveness and flexibility and being market-‐oriented. Fashion forward at low price is what Zara is known for as well as staying on trend. This brand is moderately priced often compared to H&M in regards to price points. The brand also is only carried in its own stores, not any other retailers. Zara is a successful brand based off of its market segment. They segment their brand into geographic segments and age related segments. Savvy marketers and retailers know that customer-‐clothing preferences vary in different regions or geographical areas (Suttle, 2016). Global presence is something Zara has established in its brand and continues to open more stores yearly. With their age related segment, they have been able to attract and establish a young age appeal with trendy pieces and styles. They have also been able to appeal to women and men in their early twenties to late 30’s. Their brand has remained ever growing with their ability to establish a strong brand and keep loyal customers coming back.

$-‐ $5,000,000.00 $10,000,000.00 $15,000,000.00 $20,000,000.00 $25,000,000.00 $30,000,000.00 $35,000,000.00

2010

2011

2012

2013

2014

ZARA/INDITEX Financial Performance

gross revenue gross procit net procit


Fashion Strategy Zara production is a global process. Indonesia is a starting point, which leads to Spain and on into other countries to produce the garments. The brand is limited to apparel, but also produces bags, footwear, intimate wear, home goods and other categories. Since Zara focuses on its fast fashion its design process emphasizes just that. Designing special pieces and manufacturing them within small quantities helps reduce turnover for the brand. Zara also has their design team, production, laborers and textile manufacturers in the same building and same location. This aspect makes Zara almost impossible to compete with. Sourcing is part of the merchandise for Zara. Its headquarters in Spain accounts for their cutting, fabric sourcing, and sewing facilities. In 2013, the Inditex supply chain was made up of 1,592 suppliers in 46 different countries. (Inditex, 2016). MARKET POSITION: Competitors Zara has many competitors in the same price range and they’re considered “fast-‐fashion.” Two of their top competitors are Uniqlo and H&M. Zara, however, is roughly four times more profitable than average retailers due to mainly higher margins, turnover, and reduced inventory risk. (Petro, 2016). Zara, in comparison has built its strategy around consumer trends and embracing fast-‐changing tastes of its customers. (Bagaria, 2014). Uniqlo is a Japanese company who addresses trends less likely to go under quickly. H&M is a mix of both Zara and Uniqlo in the sense the brand remains on trend, but keeps a commitment to certain products. Zara is one of the best at fast-‐fashion and keeps its edge on the competition with producing 36,000+ designs each year. At a rate of orders being delivered within a span of two days max, it makes it hard for other companies to compete. Uniqlo and H&M are direct competitors of Zara, but in their own manner. Uniqlo is a strong retailer in Asia and over seas with a successful backround in modern styles and high quality basics. Uniqlo hold over 30,000 employees worldwide and is in the process of expanding further into Europe and America (Success Story). H&M is also a huge competitor of the two. As a fast fashion leader with ever-‐changing trends and production, they have established themselves as a customer favorite. With Uniqlo and H&M both continuing to expand and in the same market, it is clear Zara will need to adapt and keep tabs on both brands in the future. With similar markets, styles and price ranges, brand quality and personality is what truly separates these competitors.


Product Comparison As we compare all three brands, it’s easy to see their trends and offerings tend to be in the same ballpark. Zara currently is in its Spring/Summer season via site and is featuring long, boxy jackets with fitted collars. Darted blouses and pants are trending, with floral prints and lace undertones. H&M is currently also in their spring season with flared pants, with fitted features and floral print as well. Suede and fringe appear very simply throughout with hints of faux fur. Uniqlo is featuring their classic trench jacket along with oversized dress shirts and t-‐shirts. Floral print and seersucker are what Uniqlo’s trend are comprised of and seem to be heading into this season. Each brand is offering around the same design scheme, floral into spring and trench jackets with synched or tied waists. Uniqlo offers a unique perspective, as a trendy Japanese retailer with mid price apparel. Most of its clothing offers a relaxed and structured look, appealing to much simpler fashion pieces. H&M takes an approach directly competing with Zara. Both brands offer a boxy silhouette with a refined simple look. Zara offers a more daring, blunt perspective compared to its competitors H&M and Uniqlo. From e-‐commerce presentation of the product and brand, to illustration of the styling of the apparel, Zara is using a better approach visually. Accessories from all three retailers are presented visually via site, but H&M as close of a competitor with Zara, doesn’t match up visually. Each competitor however, has established a brand identity and assigns their “trends” directly to that identity. Zara and H&M have very similar trends and styles, while Uniqlo has its own, yet compete on its own system based on its long-‐term vision. Heading forward, Zara should incorporate trends with simplistic features and bases to compete with Uniqlo and acquire an edge over them. With Uniqlo featuring their new trend they refer to as “Lifewear,” Zara should find trends to incorporate both casual and active wear.

35%

36%

29%

SALES REVENUE 2015

ZARA

H&M

Uniqlo


Similar H&M

Different ZARA

UNIQLO (DIFFERENT)

ZARA (similar)


Zara is seen as one of the world’s largest retailers. With its online presence growing daily, that is the brand’s main strength to thrive off of. If Zara continues to build off of their quick to market tactics, paired with their up to date trends, they will remain successful. Speed to market is the success story to Zara and their production is what supports their brand reputation. Pairing their fast fashion and capitalizing on being a world recognized mid-‐priced retailer, they can use this to their advantage against any competitor. Like any other brand, Zara does have its weaknesses as well. Compared to H&M, Zara has no campaigns, advertising, celebrity endorsement, and sticks to a consistent black and white theme. H&M has collaborations with collaborators such as Stella McCartney and Karl Lagerfeld. They are also featured everywhere via social media. Zara also has higher risk of downturn of revenue from their European customers. H&M has a higher U.S. response and popularity than Zara. If they work on adding marketing tactics to strengthen their U.S. brand, it would go a long way to keeping their relevance for a long time to come. As strong as Zara’s brand is nationally, they do have opportunity to grow. Competitor Uniqlo has established a posh relaxed look that has customers extremely interested. The term “lifewear” has taken on a name for itself and continuing to grow overseas. “Lifewear is meant to continue every season. Like iPhone 4, iPhone 5.” (Kansara, 2013.) If Zara can establish a solid base for lifewear, they can possibly over time compete heavily with Uniqlo for that side of the market. Another opportunity to expand on would be to continue to expand on forcing customer demand. Zara has a strong online shopping base already, but working alongside promoting advertising and establishing a possible brand phrase could immensely benefit them. Even with new ideas and fresh trends weekly, Zara does have threats to work on. New, or evolving small retail sites being advertised to consumers online for cheaper can affect Zara if not watched carefully. Trend imitators can immerge, especially within a mid priced price zone. As this could happen, it poses another threat. That second threat is possible if product is too expensive, or too cheap. Either way consumers will sense they can find it elsewhere and might just do so.

STRENGTHS WEAKNESSES

speed to market strengthens brand little to no marketing against competition/celebrity endorsement

recognizable mid-‐priced, modern retailer higher risk of downturn of revenue from european customers

OPPORTUNITIES THREATS

continue to capitalize on customer demand with new Uniqlo as an emerging competitor in foreign and domestic markets

to improved marketing tactics and brand phase. new evolving retail sites, even better pricing and delivery time.

competing with competitors to break into emerging trends like "lifewear."


Target Customer Arabella Hendriks is a twenty four year old female who resides in Los Angeles, California. Her parents were both immigrants to

the United States from Spain and the Netherlands. Her name is a mix of both nationalities: Arabella, is Latin, and Hendriks from her father’s side is Dutch. She was born in the West Village and graduated from NYU in 2013 with a Bachelor’s Degree in Liberal Arts with a 4.0 GPA and honors. She currently works as a graphic designer for a company called The Black Tux in Santa Monica, California. Her annual salary is roughly around $46,196, with yearly increases of pay. Arabella has a discretionary income of around $8,000 annually. The company began as a startup in 2013 and Arabella was one of the first designers to be hired. She lives in West Hollywood with three other girls, one of which was her best friend and old roommate while at NYU-‐ Allie.

The other two girls, Chelsea and Peyton are California natives and also old friends from UCLA. The median income of West Hollywood is $52,855 (LA Times, 2016). and each of the girls holds jobs paying around $50,000 annually. Arabella is also in a relationship of two years with boyfriend

Jackson, who graduated from Clemson University with an Architecture degree and later graduated from Graduate school at Berkeley in 2015. At age twenty-‐six, Jackson now works for a successful firm OKB Architecture in West Los Angeles. In her spare time, Arabella likes to spend time with her Labrador Retriever Remy, who is a puppy. She loves to photograph daily life in downtown Los Angeles, as well as the surrounding cities as apart of a project she calls “Life in Color.” Art has always interested her and with her career, she is always looking for the next best thing within graphics and art. She has her own life blog, writing about art, travel and her interesting background of growing up with immigrant parents. She features her boyfriend’s work and groundbreaking designs as well to continue her conceptual take on writing. Her and her roommates immerse themselves in barre and cardio infused classes together, while finding the perfect coffee shops to relax in. Every Sunday, the girls also hit up their favorite places to brunch, Escala and Terrine.

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(Kang, 2015). Arabella loves Zara and everything the brand has to offer. She frequently shops at locations in downtown LA and Hollywood off of Hollywood Boulevard. She takes on the LA traffic in her 2014 Jetta and makes sure to visit the store locations at least twice a month, if not more. On an average shopping trip with the girls, Arabella spends around $300 during each visit. Fashion and trends are very important to her and she tries to stay a step ahead of the curve, constantly researching and reading fellow blogs she follows. With friends with careers within the fashion industry, it’s not hard to be informed. Being a blogger herself, she loves to keep informed on fashion via other bloggers. She reads blogs such as Streetgeist, STOP IT RIGHT NOW, and Man Repeller for the more mainstream audience. Newspapers such as The LA Times cover all facets of news and she often reads the fashion section for a real fresh opinion. When it comes to editorial, she turns to WWD and Nylon as well as FASHIONISTA to read up on. Her fashion sense is a mix of trendy chic, with vintage undertones. Zara is a brand Arabella finds to keep up with her ever-‐evolving style and interests. However, when she is looking for a change of brand, her

choices include Topshop and NastyGal. With the spring and summer seasons approaching, Arabella is looking to branch out with her style and tap into a style mix of both simplistic chic and unique referendum. While keeping up to date with her outlets of fashion, she also spends time researching sites such as WGSN and Doneger to find trends in upcoming seasons and seasons after that. II. Trend Report Spring/Summer 2017 is sure to be an interesting moment for fashion trends. Themes and emotions are expressed in varieties of changes of culture, with respect to the past present and future. Art and the power of

Avant-‐guard will shine through as a prominent aspect with hints of art marrying together with pleasing aesthetics of technology and quality. Parlaying a love of free spirit, and aggressive youth, these trends push boundaries of accepted norms and give voices to a non-‐conformist life (Doneger, 2016).

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Forecast One: Doneger http://www.donegercreativeservices.com/en/concept_ss17.htm#Reformation This forecast ties in well with its Reformation theme stated on the site. The mood given gives a historic art vibe paired with the present interpretation of what is to

come from this trend. Inspired by similarities and differences and lights and darks, it is easy to see what it truly means to reform any aspect of fashion.

This rich inspiration is made up of two different sides like a light and a dark, a past and a future. The Atelier inspiration is composed of poetic pigments with feminine tailoring refined lingerie and boudoir furnishings. The bold like prints composed of blurred floral, mini tile, wallpaper and upholstery impressions only add to the uniqueness of the collection (Doneger, 2016). The mirroring concept is Anti-‐Fest, adding a crisp, colored aura to the mix. With free form nautical colors it offers a real day and night comparison to Atelier. Art studio work wear, warped yarn-‐dye and patterned shirting differentiate the fabric from tailored fragile material. Painterly strokes and dots, layered graffiti and expressive lettering as prints contribute to the artistic creative vibe. Inspired by social issues and counter-‐culture expressed through art, the evolution of this trend pays tribute to Brooklyn as an area for art and design (“SS 2017 Doneger,” 2016). Luxury sport and dismal sport, as well as Les Bouquets add to the expressionism of this trend. Forecast Two: Trendsetter http://www.fashiontrendsetter.com/v2/2015/11/28/lenzing-‐color-‐trends-‐springsummer-‐2017/ Safekeep is a Lenzing Colors trend centered on color schemes and mood visions. Some of what defines this trend is its center around preserving culture, appreciating it as well as recognizing where one comes from at the same time. Mood themes pictured seem to suggest attention to small detail and the simple treasures in life

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not to be missed. A comparison of what is similar and different is essential within this trend and can be seen within small visuals from Trendsetter. Not revealing too much of this trend clothing wise, leaves room to be desired and longed after for future information to come. The color scheme reveals however, Pantone colors ranging from 19-‐1250 TP, a subtle deeper red to 14-‐0116 TPX, a muted lime (Trendsetter, 2015). Forecast Three: WGSN http://www.wgsn.com/content/board_viewer/#/59276/page/1 Many aspects contribute to this trend. Pause takes on almost a stable point in time. Taking us through from summer to winter, Pause works in two drops.

Brody and Sinclair’s (2015) research stated: August’s first drop sees light silks; mesh and fine jerseys take form on wide volume shapes that allow the body to move. September sees the final drop prepare for the colder months, with close-‐to-‐body silhouettes on faux fur and plush velvets. The message is comforting, with a focus on quality (p. 2) Elements contribute to this trend such as luxury craftsmanship, rare, precious, fragile, defining lines, and sensual indulgence to name a few. Quality and technology is what is consistent within Pause as well as flared hemlines, with A-‐line silhouettes. Small elements

such as gold-‐combed hairpieces and heirlooms are featured for a unique spin on classic pieces. High-‐end technology paired with sleek design

will produce a futuristic appeal and influence upon silhouette shapes and facings. Strong tailoring exists within this trend and uniquely compliments wrapping and draping. Fabrics such as faux fur, soft boucles, velvets, suede’s, and delicate organza come together to make up a chic, simplistic, yet fragile trend (Brody, Sinclair, 2015). Defining lines are important impacts on this trend, and can take place of bold prints rather than conform to them. With a trend collection so unique and consistent, the color palette would be no surprise to match. Cold white and grey are a calming tone with deep coral and warm apricot. The scale offers a wide range even from black as an accent to muted gold and champagne.

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Each color adds to the wide variety this trend offers, especially the horizon yellow in the middle of the spectrum. Line Theme My line will be consisting of a mix of two of the trends from both Doneger and WGSN. I chose to fuse aspects of Reformation and Pause together based on their trend ability to benefit from one another and compliment. Incorporating a color palette of poetic pigments ranging to white and grey calming colors infused with warm and deep coral and apricot tones at the other end of the spectrum. This color scheme will allow for two different vibes and feelings for Zara to incorporate into their line mix. Spring and summer are seasons available to accommodate sheer like feminine fabrics and silhouettes. Silk mesh and jersey will be filling the early season months, and will be later followed by plush velvets and faux furs heading into the early September month. The main theme of this line will be consisting of upholstery impressions, blurred floral and simple chic prints. Zara will be naming this line Simple Referendum. The overall theme will incorporate dark and light colors from the color palette relating to the growth and decline of history and the good and bad it endures through the years. It is a societal collection expressing cultural undertones and bringing them to life in rich tailoring’s and defined lines, coming from blurred images and muted tones. Rich art history will be influencing this collection as well for Zara (Doneger, 2016). Simplistic reform with a variety of silhouettes and fabrics will be the focal point for Zara in Spring/Summer 2017. Infusing the past present and future into one line will contrast where we’ve been, where we are, and where we’re going. Non-‐conformist chic paired with rare refinement is the overall trend of Zara’s new line.


III. CONCEPT BOARD Zara is a company known for its conceptual and ever changing apparel and trends. My concept for the upcoming season is going to express the Simple Referendum trend to its fullest. Mixing of the past, present and future to tie into one historical trend blooming over time. Controversial and non-conforming looks will be displayed and attitudes of self-expression through art and music will be portrayed. Examples I have used to inspire from are from WGSN and Doneger, where this trend came from. The patterns using floral as blurred muted tones and dark patterns with self-expression fit well together. Displaying chic looks in fashion, with silky back shadows expresses an air of mystery and curiosity to be found. Use of two strong icons today, Beyoncé and Jay-Z shows the evolution of music into art and artists ability to not conform to a typical stereotype they are expected to. The overall concept is the beauty in the complexity of self-expression and nostalgia of the past while heading forward into the future.

IV. COLOR STORY:

Poised plum

Refined realism

Globally golden

Muted marble

Simply subtle

Straight to the point


pATTERNS:

FABRIC STORY:

Swatch Fabric name

Fiber content

Sustainability Special care

vendor Wholesale per yard

mesh 100% polyester

apparel n/a Morefabrics.com $3.50

jersey poly

65% polyester, 35% rayon

Tops, active wear

Machine washable

Morefabrics.com $3.00

Glowing TO THE NINES

Blooming forward

American graffiti


Satin organza

100% polyester

Lightweight; Tops,

costumes

Machine washable


Chiffon (sheer)

100% polyester

Lightweight; tops, lingerie,

scarves

Machine washable


Suede knit

100% polyester

Jackets, bottoms

Machine wash cold


V. STYle sheets:


VI. 5 key items:


• For the first look, wide leg trousers, with a high rise are paired with a cropped high-‐necked polo. This look will be perfect for a casual, mid day get together, or a day at the park. This look can suffice as casual, and can be dressed up with a dressy trench coat.

• Look number two consists of a crop tied long sleeve top and fitted floral print

skirt. In 2017, spring and summer will accommodate floral patterns and can be complimented by other patterns that pair well with it. Simple, effortless feels are what make up this look and can pair nicely with a dressy sandal. This outfit is essentially wearable to any daytime appearance.

• Look number three accommodates a dressier feel, with a long jumpsuit with

a v-‐cut. Paired with a high collar bomber jacket, it can be simple and alluring, or edgy and daring. Determining each woman’s preference on accessories and makeup can gage how this look will be seen. Either way, dressed up or down, this jumpsuit will add a trendy feel to any event.

• Look number four features a high waisted pair of pants with faded knees and

a sleeveless cropped front lowered in back top. Pairing well with these two pieces is a bomber crop jacket. The top features open sides pulled together by elastic findings. With options of lush fabric and spectrum of colors, this simple outfit can be turned into a statement.

• For the final look, the simplicity continues with a single dress. Not needed to

be overdone with other pieces, this dress is a statement piece with puff sleeves, ties and a full skirt. The bodice creates a unique pattern and ties the dress together well. For spring/summer 2017, this dress will be a staple in any woman’s closet.


Retail planned purchases for the month of May are $100,316. (This is my budget for the Los Angeles, California store location.)

Retailed Planned Purchases for May 2017–Formulas: Planned Sales $ Monthly Planned Sales ($)= Last Years Monthly Sales % * Season Total i.e.: Planned Sales $ for May = (18%) * (310,000)= $55,800 Retail Stock BOM Retail Stock BOM= Stock-‐to-‐Sales Ratio for Month * Monthly Planned Sale i.e.: Retail Stock BOM for May = (2.0) * (55,800)= $111,600 Markdown $ Markdown $ = Markdown % * Monthly Planned Sales i.e.: Markdown $ for May = (2%) * (55,800)= $1,116


Planned Purchases at Retail Planned Purchases at Retail = Planned Sales $ + EOM + Markdowns – BOM i.e.: Planned Purchase at Retail for May = (55,800) + (155,000) + (1,116) – (111,600)= $100,316 Percent of Initial Markups Percent of Initial Markups= Retail Purchases * (100% -‐ Markup Percentage) OR Retail Purchases * (100% -‐ 60%) i.e.: Percent of Initial Markups for May = (100,316) * (100% -‐ 60%)= $40,126.40 EOM EOM= BOM $ of next month i.e.: EOM for May = $155,000 Total Stock-to-Sales Ratio Total Stock-‐to-‐Sales Ratio = Total Stock BOM / Total Sales OR Total Stock-‐to-‐Sales Ratio = Value of Stock (BOM) / Sales for the same period i.e.: Total Stock-‐to-‐Sales Ratio for EXAMPLE May = (755,470) / (310,000)= 2.237 RATIOS The distribution for the collection “Simple Referendum” is composed of five different categories of dress. Tops, bottoms, dresses, jackets and another category composed of one jumpsuit. Each category is arranged according to how many times we see each category appear in the line. Tops and bottoms both equally match up, with Class 1 and Class 2 at 30%. This is shown in the style sheets and five key looks and pieces. Both tops and bottoms are interchangeably used and work cohesively to mix and match into different key looks. At 25%, dresses in Class 3 are next in distribution. Dresses in this collection include two different options. There is a selection between the two for a staple plain piece, and also an intricate embellished piece. Jackets in Class 4 are ranked at 7.5%. There is only one main jacket featured in the line and can be a staple piece as well, possibly paired with the plain mesh shift dress, or with a dressier look such as the satin jumpsuit. Finally, in Class 5, the other category is comprised of a satin sleevless jumpsuit at 7.5%. This piece can be a classic item dressed up or down, depending on the customer preference. We look at size distribution after style distribution to determine the furthering of the line. For pants and dresses, the sizing will be listed as numeric ratio wise. Tops and other pieces will be sized by alpha lettering. In the sizing chart, it shows XS-‐Large is the range of demand. XX=Small and X-‐Large are in less demand, being on


opposite ends of the sizing spectrum. Sizing has a wide spectrum and in the 1950’s, sizes ranged from 8 to 38 with height indications of tall, short, and plus (Stampler, 2014). According to STYLE DISTRIBUTION RATIOS

CLASS number CLASS PERCENTAGE 1 TOPS 30% 2 BOTTOMS 30% 3 DRESSES 25% 4 JACKETS 7.5% 5 OTHER 7.5%

SIZE DISTRIBUTION (ALPHA & NUMERIC) RATIOS

SIZE PERCENTAGE XX-SMALL 8% X-SMALL 20%

SMALL 25% MEDIUM 22% LARGE 20%

X-LARGE 5%

30%

30%

25%

7% 8%

STYLE DISTRIBUTION 1 TOPS 2 BOTTOMS 3 DRESSES 4 JACKETS 5 OTHER


SIZE DISTRIBUTION (ALPHA & NUMERIC) RATIOS size percentage

2 30% 4 20% 6 15% 8 15% 10 12% 12 5% 14 3%

8%

20%

25% 22%

20%

5%

SIZE DISTRIBUTION (ALPHA) RATIOS

XX-‐SMALL

X-‐SMALL

SMALL

MEDIUM

LARGE

30%

20% 15%

15%

12%

5% 3%

size distribution (numeric) ratios

size 2

size 4

size 6

size 8

size 10

size 12

size 14


This ratio is based upon demand for individual colors, patterns and fabrics by customers. The comparison of all three against one another helps to understand what is successful in a line, and what can be lessened and not apart of the merchandising plan. Each of the percentages represent a key part of the line. STYLE DISTRIBUTION RATIOS (5 KEY ITEMS)

CLASS # CLASS PERCENTAGE 1 TOPS 20% 2 BOTTOMS 20% 3 DRESSES 20% 4 JACKETS 20% 5 OTHER 20%

color/pattern/prints ratios color/print percentage

straight to the point 17% poised plum 10% globally golden 3% refined realism 6% muted marble 4% simply subtle 9% glowing to the nines 11% blooming forward 8% american graffiti 10% jersey knit 7% mesh 5% suede 3% satin 5% chiffon 2%

20%

20%

20%

20%

20%

STYLE DISTRIBUTION RATIOS (5 KEY ITEMS)

1 TOPS

2 �BOTTOMS

3 DRESSES

4 JACKETS

5 OTHER


color/pattern/prints ratios color/print percentage

straight to the point 17% poised plum 10% globally golden 3% refined realism 6% muted marble 4% simply subtle 9% glowing to the nines 11% blooming forward 8% american graffiti 10% jersey knit 7% mesh 5% suede 3% satin 5% chiffon 2%

17%

10%

3%

6%

4% 9% 11%

8%

10%

7%

5% 3%

5% 2%

color/pattern/prints ratios percentage

straight to the point

poised plum

globally golden

recined realism

muted marble

simply subtle

glowing to the nines

blooming forward

american grafciti

jersey knit

mesh


The purchase order above meets the budget in one store, for the month of May 2017. After calculating each garments total costs, the total amount spent for the month of May for 5 key garments, is $100,217.87 out of $100,316 that was available for planned retail purchases. With this, $98.13 will be left over from the purchase.


Store layout

planogram


window display


PLANOGRAM & WINDOW DISPLAY EXPLANATION The store layout for Zara is featured around my ten items within the Simple Referendum line for Spring/Summer 2017. This line is composed of tops, bottoms, jackets, dresses and jumpsuits. This specific storefront and floor plan is for the Los Angeles location and is perfect for downtown convenience and open space. With my trend research for this area and target customer, I have found Zara has a high following in California, Los Angeles especially. The planogram is arranged by ascending color tones in the style lines. Longer pieces are found located on the bottom, while smaller items such as jackets and shirts are located towards the top. The dresses come in four different color tones and are all located in the same area. Overall, the planogram represents organization in respect to color spectrum and similar items. The caged appearance is a simple chic look with minimal appeal, to draw more attention to the clothing. The minimal aspect drives the planogram inspiration. Storefront shares a simplistic chic vibe as well. Marble fronts are paired with large window fronts and mannequins in the windows. Three outfits are featured under aerial lighting. Each outfit was chosen from the lines five key items and can all be interchanged. That’s the appeal of the line; one item can be worn interchangeably with one another. The simple, yet edgy tones are great for the spring and summer months looking effortless and cool. Each mannequin is featured in the window with labels as to what they represent. Both life-‐size mannequins and stool mannequins are featured. Zara’s simple chic logo is featured on the sign above the doors. This


line is a simple, edgy take on refined tones and fabrics. The storefront and planogram arrangement displays the minimalistic vibe and style.


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