ZARA for every women STP

Plus size, full shape body women

Clothes that fit into the body shape & make them look beautiful

Main Segme

nt

Demographics

Psychographics

Benefit Sought

Aged 18-40Work in big cities/pursuing higher level of educationMid range income

Interested in fashion trendsConscious about their lookHectic schedule

Positioning- ZARA for every women

ZARA Fast high fashion at

affordable price

The only true fashion brand that thinks about

your body , respect it and designs especially for it

Integrated Marketing communication strategy

Customer focused

Customer focused Product- Feel product. High Involvement1)Back to the Drawing Board Design product that complement full body shape Incorporate consumer feedback on most silent features

2) Product Symbol: Zara knows my body shape I look good in Zara cloths I feel beautiful

3)Color and material Important choice for perceived quality of product Bringing fresh look to plus size segment

4) The Zara level Feed on the existing Zara name and values associated

with the brand Still away from the competitors – the variety seeking

customers

Promotion Strategy

Above the line: Print

Advertising

Below the line: Brand CommunicationPublic RelationInternetEventsMedia cooperation

Main communication Objective:Inform about new product lineCreate positive emotions in connecting new lineGenerate consumer interest & purchase intension

Below the line campaign

• Design competition of fashion students• Possible media cooperation with reality

shows

Brand Communicati

on

Public relation

• Use website as main communication channel

• Feature viral video• Include advice on different body shapes

and product cuts

Internet• Line launch event in key metropolitan cities

in India • Theme: Zara celebrate diversity with a

new line• Goal: Offer real experience of the brand &

what it stands for

Event

•Efficient product placement in magazines•Editorial coverage with advertising expense•Goal: make a sincere proposition to the REAL women , use a journalist as a expert to build brand trust

Advertisement StrategyThe only true

fashion

brand to

consider

your body shape

Emotional

Appeal

Main Communicati

on messa

ge

Advertisement Creative, Production & Placement

High fashion lookFull body shape modelBody shape reveled: curve line should not be hiddenMetaphor: dominance, power portrayed women

Ad tonality

Ad format

Ad placement

Double page spreadZara logo

High fashion monthly magazine:Vogue, Marie ClaireFashion monthly magazine:Glamour, In Style, Joy

Pricing strategy

The new line is more inclusive, not exclusive- follow the brand pricing strategy

Affordable price, good quality

No deviation from what Zara is a brand: consistency across line

Place

The store as an important communication channel

Consistent & strong store image , high store royalty

Point of interaction with the Customers: Store staff gathering important feedback, taking pulse of the market

Line has its own section in the store, consistent with the current store space distribution