SOPHIE TURPIN

CONTENTS

Executive Summary…………..……… 3Zara Review/History………………….. 4Customer Profile pen portrait……. 5Customer Profile Visual Board……. 6Mission statement…………………….. 7 S.W.O.T Analysis……………………… 8Nicole Richie Visual Board………….. 9Competitor perception map……. 10Comp shop……………………. 11-14Street style………………………………. 15Trend Planning…………………………. 16-17Colour palette………................... 18Most/Least expensive………… 19Sourcing…………………………............ 20 Sourcing/Pricing strategy……….. 21-22Concept boards………………..... 23-25Final Range plan…………………... 26-27

EXECUTIVE SUMMARY

As a buyer for Zara, myself and the Zara design time will be working with Nicole Richie to create a brand new SS 15/16 collection combining her own ideas and style with Zara’s. For the summer, the team and Nicole are focusing closely on the Bio- dynamics trend, after much consideration we realised that this trends fits in with Nicole’s style completely which is very ’50s meets 80s’ themed.

I am going to create a variety of garments that mix both a 50s design with a 80s design but still fit in with Zara’s simple yet elegant looks. This collection will give Nicole’s fans and also regular Zara customers the chance to enhance a completely new style for the summer.

With Nicole’s style being a mix of the trend, she has a very unique way of bringing bohemian themed patterns into her outfit choices, the collection will be completely clothing based as Nicole likes the main focus to always be the clothing and not the accessory. Also after Nicole's clothing line with American store Macys being a complete success for the business, we believe she will bring a strong focus from the customer to the store. The collection is going to have a mixture of garments, from swimwear to occasion wear, I find that the particular garments that are classed as occasion wear can also be worn as casual wear depending on your style and maybe even your life style.

The collection is going to be launched in the Madrid store, with it being Spain’s capital and also with many occasions coming along over the Spanish summer, if we believe that the collection comes to a success then we will add the collection into other major capital city stores.

Founded in 1975, Zara has managed to ring up around $14 billion in annual sales worldwide. Zara is seen my many as a mid-high end brand, but little do people know that the garments sold within each store is a cat walk copy. But Zara manage to keep their high end status by providing outstanding material worth products.

With them being a ‘Business built for speed’ their fast fashion cycle means that customers have to have a different attitude when choosing to buy from the store, because they need to understand that if they pick up a product and are having doubts about purchasing it, it is not going to be in the store for long. For Example, the editor of Tank from the New York Times said, ‘With Zara, you know if you don’t buy it there and then, within 11 days the entire stock will change.’’ Constant sales have conditioned customers to the idea that they can wait till the last minute to buy what they want, however this isn’t the best approach with Zara.

Zara is a Spanish Fashion Retail company with its HQ ‘The cube’ and Manufacturing house, situated in Spain (Galicia). Founded by Amancio Ortega, Zara began in 1975 and has now lead itself to have 2000 in 77 different countries. The business has lead Ortega to become the 4th richest man in the world, as of 2014 with a net worth of around 65 billion.

When sourcing, the company’s buyers do tend to move outside of Spain but stay within Europe, this makes it cheaper for them and also saves time when it having to approach lead times. The products are also hung and ironed to save sales time.Nothing remains in the warehouse when made for longer than 72 hours, this shows how quick the stock is sold and changed, with 2.5 million items made per week, and each collection is put in store within 3 weeks of it being made. When Zara first opened in Australia, 80% of the stock had been sold within 3 minutes of the store being opened to the public.

Review

Zoe is a 27 year old make up artist originally from Leeds but is now living in Liverpool with her husband and their 2 year old daughter Emilie.

She moved to Liverpool, at the age of 18 to pursue her career in beauty. As Liverpool is well known for its celebs, such as their WAG’s, Zoe’s career blossomed from the minute she set up home in the City and now she is one of Britain’s most well known make up artists to the celebs.

As well as working in Liverpool, due to her profession she is given the privilege to travel worldwide, taking part in famous award shows and doing the makeup for T.V, although it can be seen as glamorous it can sometimes be very hectic due to tight schedules. Recently she travelled back and forth to America within 3 days to do makeup for the Golden Globe awards. She worked on stars such as Jennifer Anniston and Kiera Knightly.

Thanks to her Job, Zoe has earned a lot within the first 10 years of her career, so when she has the chance, she likes to take time out to go abroad for quality time with her family. Her favourite place to visit is Spain. If she is not abroad then she likes to spend time relaxing at home in her 5 bedroom semi detached home, in the north of Liverpool.

With her busy lifestyle she only manages to get breaks/holidays at random times of the year. So when she has random days off, if she does not stay at home she likes to do activities with her daughter, such as, going the park or visiting the farm.

She also loves to keep fit, and has a gym membership so she can visit whenever she has the chance, she loves her cars, and owns a matte black land rover. Zoe likes having her big car, as it makes things easy for when she goes back to Leeds to visit her family, it is something she tries to do for special occasions mostly, such as birthdays and Christmas

When its time for a night with the girls, whether its partying in the city clubs or a night round the cocktail bars, she likes to let her hair down once in a while and enjoy some quality time with her friends.

When it comes to fashion, she likes simple, yet comfy and classy. As a makeup artist, marks are always being put on her clothing, so she likes clothes that are easy to wash and don’t cause much hassle.

Although she likes simple, she always likes to add a statement piece to her outfit, whether it is the accessories, or a print onthe garment. As on the left she is wearing all black with a statement leopard print coat.

Whether it is casual or occasion wear, Zoe always wants a piece that will stand out. Recently she is a fan of two pieces, especially with skirts but black jeans are always essential for her wardrobe.

CUSTOMER PROFILE VISUAL BOARD

MISSION STATEMENT

- We save energy.- The eco-friendly shop.- We produce less waste, and recycle.- Our commitment extends to all our staff.- An environmentally aware team.

‘’We use biodiesel fuel.’’

Zara's fleet of lorries, which transport more than 200 million items of clothing a year, use 5% biodiesel fuel. This allows us to reduce our CO2 emissions by 500 tons.

‘’We use ecological fabrics. Organic cotton.’’

Zara supports organic farming and makes some of its garments out of organic cotton (100% cotton, completely free of pesticides, chemicals and bleach). They have specific labels and are easy to spot in our shops.

‘’We save energy. The eco-friendly store.’’

Zara are implementing an eco-friendly management model in their shops in order to reduce energy consumption by 20%, introducing sustainability and efficiency criteria. This management model sets out measures to be applied to all processes, including the design of the shop itself, the lighting, heating and cooling systems and the possibility of recycling furniture and decoration.

‘’We produce less waste and recycle.’’

Recycling hangers and alarms, which are picked up from our shops and processed into other plastic elements, is an example of our waste management policy. Millions of hangers and alarms are processed each year and both the cardboard and plastic used for packaging are also recycled.

‘’Our commitment extends to all our staff. Increased awareness among our team members.’’

Zara hold in training programmes to educate their staff in sustainable practices, such as limiting energy consumption, using sustainable transport and modifying behaviour patterns.

“Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts.”

Global outreach

Strategic locations

Seamless distribution strategy

Minimalistic store image

Fast changing collections

Brand image closely tagged to competitorsLimited stocksLack of marketing Communications

Demand for high fashion at affordable pricesGrowing Asian market (especially china)

Fierce competition Lawsuits related to sweatshop Possible imitation of goodsDilution of brand equity

Strengths Weaknesses

Opportunities Threats

SWOT ANALYSIS

NICOLE RICHIE VISUAL BOARD NICOLE RICHIE SIGNATURE STYLE

Bold print

Signature fittings

ComfortP

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COMPETITOR PERCEPTION MAP

CHEAP EXPENSIVE

FASHIONABLE

UNFASHIONABLE

Pippa Lynn Abstract Lips Dress £5795% Polyester, 5% Spandex

Cooperative Clean Pleat Blouse in Ivory £42100% Polyester

COMP SHOP – URBAN OUTFITTERS

House of Holland snake cigarette trousers £195100% Polyester

Solace Cort Culottes in White£135100% Polyester

O’Neill Daisy Chain Swimsuit £5080% Polyamide, 20% Elastane

Light Before Dark Relaxed Funnel Top in Pink £35100% Polyester

Urban Outfitters offer an eclectic mix of merchandise in which hard and soft goods are cross merchandised, many of the garments are simple with a print fitting with the particular range, very similar to Zara.

COMP SHOP- MANGO

Red Tweed Miniskirt £34.9983% polyester,12% wool,5% acrylic - Lining: 100% polyester

Slim fit leather trousers £59.99100% sheep leather - Lining: 95% polyester,5% elastane

Mango are one of Zara’s main competitors, for having similar style and prices. One difference that mango has to Zara is that its involvement of celebrity endorsements, which I have decided to use for my own Zara range.

FITTED SEAMS DRESS£39.9962% viscose,33% polyamide,5% elastane -Lining: 100% polyester

PAISLEY PRINT JUMPSUIT £49.99100% polyester - Appliques:100% polyester

In Store Image

In Store Image

High waist leather shorts100% sheep leather -Lining: 100% polyester

COMP SHOP- REISS

Reiss is a premium high street store, it is known for its good quality but expensive products. Knowing how the prices differ between each product and its quality will help me analyse the differences and similarities to Zara and how I will price my range.

1971 ELLIE PRINT TOP £89100% POLYESTER

FLUID FLORAL-PRINT TOPJULIET FLORAL £89100% POLYESTER

£159 AZTEC BODYCON DRESS 63% VISCOSE 37%NYLON

100% POLYESTER PAINTERLY PRINT SKINT£125

FLORAL PRINT JUMPSUIT96% POLYESTER 4%ELASTANE£160

Patterned blouse £29.99100% viscose.

COMP SHOP- H&M

High Wasted leather shorts100% polyurethane.£14.99

Patterned organza skirt £17.99 100% Polyester

Shape swimsuit £24.9987% polyamide, 13% elastane

H&M is known for its comfort and good price range, especially for its good quality.

STREET STYLE- BIO DYNAMICS

TREND PLANNING

TRENDS

COLOUR PALLETTE

Brilliant Blue – used a lot on occasion wear and swimwear garments, accompanies satin and viscose a lot.

Limelight- a very feminine and subtle colour, very summery and calm.

Antique white- Whites and neutral colours were extreme on the catwalks for AW 13/14. Neutral colours help to keep the collection balanced and enhance the prints on top.

Sea Green- a clean cool shade confirmed by several designers on the menswear spring/summer 14 catwalks.

Tiger lily- With inspiration from the natural flower, this warm orange contains the very different red and yellow. One of these colours evokes power and passion while the other is hopeful.

Blazing orange- Part of AW 14 Orange Grove runway trend (Menswear) Very bold and powerful.

Green glow- Part of a lot of eco fashion, green design and sustainable style, used with a lot of silk garments.

Most expensive

Least expensive

SOURCING

Artexio, Spain is the home to the headquarters of Zara, the company that introduced the idea of fast fashion some two decades ago. They developed a highly centralized and often studied, but rarely duplicated, design, manufacturing, and distribution system. The building is officially known as the Cube. Those who work there think of it as the brain.

Zara’s designers produce about 11.000 distinct items during the year. Products are shipped to well- located stores twice a week, and finished products are in store within four to five weeks.

Zara’s factories in Spain and those it uses in Portugal, Morocco, and Turkey produce its trendiest clothes, often riffs on the latest fashion trends. They account for about half of Zara’s inventory, according to the company.

Its more basic T-shirts, sweaters, and the like are ordered on a traditional schedule, about six months in advance, from factories in Asia, where labour costs are often cheaper, then sent by ship to Spain.

Geographical distribution of suppliers to Inditex

Zara’s headquarters in Arteixo, Spain

Vertical Integration is an arrangement in which the supply chain of a company is owned by that company. This becomes easier for the company when it comes to sourcing.

For example;- Short lead times - Engages many designers- One distribution centre - Lower costs- Easier to communicate - Easier to travel

With Zara’s new range involving a brand new collection of swimwear, they are now going to work with manufactures from Israel to design and make these products.

PRICE STRATEGY & SIZE RANGE

TREND COLOUR AND TEXTURESS15 BIO DYNAMICS

TREND CATWALKSS15 BIO DYNAMICS

TRENDCONCEPTSS15 BIO DYNAMICS