zara新品上市计划
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New Collection Launch | Marketing Plan
11.29.2012
s
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
Fashion Consumer Behavior Analysis
Interest Hedonics Involvement Impulse buying •Fashion oriented: strongly oriented to fashion involvement: providing sensory or experiential cues of fashion products.
•Created by the symbolic interactions of the product & the consumer emotional experiences Emotions
•Need to understand impulse buying behavior for fashion products from an experiential perspective = guidance in developing strategies
4
IMPLEMENTATION AND EVALUATION
Behavior
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Baidu NhomakorabeaMarket Analysis
Market & Consumer Research
Market & Consumer Research
General objectives
Store atmosphere Zara typical store layout, wide open spaces Create enjoyment of shopping in the store(positive emotions | comfortable feeling | impulse buying | spending more than planned) Line having its own section in the store, consistent with current store space distribution
Consistent with our current approach
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Develop a consumer focused product line and marketing strategy Reinforce customer focus as the key driver of the Zara brand
Specific objectives
Strategically segment the market Visualize the impact of the new line Integrate consumer input into development Strategically plan the integration of the new line within the existing business model – use core competencies & reinforce brand values with a new twist
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
5
The Industry
High street fashion brand
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
Consumer Analysis
Today’s fashion consumer:
Industry trends
Democratization of luxury Inclusiveness
Street trends
Designer houses
Key success factors
Differentiation & individualism New fashion consumer
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
Customer Focused Product Development
Market entry barriers Design challenges Saturated industry Need to increase brand value
More choice, more educated, more savvy & demanding
“New breed of shoppers”
Loyalty, variety, freshness
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Existing customer reactions
Responding to current industry trends
Identifying the need for the product in the market
“Fat is not fashionable”
Challenges
Opportunities
Distribution Strategy
The store as an important communication channel Consistent and strong store image, high store loyalty Point of interaction with the clients: store staff gathering important feedback, taking the pulse of the market
11.29.2012
s
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
Fashion Consumer Behavior Analysis
Interest Hedonics Involvement Impulse buying •Fashion oriented: strongly oriented to fashion involvement: providing sensory or experiential cues of fashion products.
•Created by the symbolic interactions of the product & the consumer emotional experiences Emotions
•Need to understand impulse buying behavior for fashion products from an experiential perspective = guidance in developing strategies
4
IMPLEMENTATION AND EVALUATION
Behavior
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Baidu NhomakorabeaMarket Analysis
Market & Consumer Research
Market & Consumer Research
General objectives
Store atmosphere Zara typical store layout, wide open spaces Create enjoyment of shopping in the store(positive emotions | comfortable feeling | impulse buying | spending more than planned) Line having its own section in the store, consistent with current store space distribution
Consistent with our current approach
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Develop a consumer focused product line and marketing strategy Reinforce customer focus as the key driver of the Zara brand
Specific objectives
Strategically segment the market Visualize the impact of the new line Integrate consumer input into development Strategically plan the integration of the new line within the existing business model – use core competencies & reinforce brand values with a new twist
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
5
The Industry
High street fashion brand
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
Consumer Analysis
Today’s fashion consumer:
Industry trends
Democratization of luxury Inclusiveness
Street trends
Designer houses
Key success factors
Differentiation & individualism New fashion consumer
The Zara Brand
Industry Analysis
Product Development
Consumer Analysis
Market Analysis
Market & Consumer Research
Customer Focused Product Development
Market entry barriers Design challenges Saturated industry Need to increase brand value
More choice, more educated, more savvy & demanding
“New breed of shoppers”
Loyalty, variety, freshness
The Zara Brand Industry Analysis Product Development Consumer Analysis Market Analysis Market & Consumer Research
Existing customer reactions
Responding to current industry trends
Identifying the need for the product in the market
“Fat is not fashionable”
Challenges
Opportunities
Distribution Strategy
The store as an important communication channel Consistent and strong store image, high store loyalty Point of interaction with the clients: store staff gathering important feedback, taking the pulse of the market