ZARA

COMPANY PROFILE:
History of the Brand through to Current

l  The founder of ZARA started his small company in 1963 by manufacturing only womens pyjamas and lingerie for other garment wholesalers.

l 1975 a German customer had an issue with one of the sizes they ordered and after this the store Zara was formed.

l Originally the intention for the store was to be able to sell the cancelled orders of other garment wholesalers.

l  1988 first overseas Zzra store was able to be opened in Portugal

l 1989 they established a new Zara in New York City

l  1990 They opend the Zara in Paris





COMPANY STRUCTURE:
(Management hierarchy, employees, company mission & goals)




MISSION


Zara is in tune to help give shape to ideas, trends and taste developing in the world




GOALS

l  To save energy, implement an eco-friendly store to reduce energy consumption by 20%

l  Introduce sustainability

l  Produce less waste and recycle

l  Use ecological fabrics that are chemical free.



Management Hierarchy













Target Market

l  Middle class families

l  Middle class working women or men

l  Youth

l  Adults

l  City work




Customer Demographic











Product Categories
(Look and feel of branding collateral in relation to typography, signage, website, advertising layout and so on)


Zaras product range is known to be mid range.


The brand ZARA is a well known and established label that not only targets women but is able to provide apparel to men, children and infants. Zaras website have marked Zaras success mainly because its well tailored classy, cheap and ethical and marked as the worlds favourite clothing store, as of 2011.



The success of the brand Zara has come mainly from its diffferent branches from across different parts of the world and is well known for its signage which presents itself in bold letters that lights up the store and welcomes its customers into the store because of its popularity and initiative for providing superior quality products that will not wear out. The brand is seen as affordable, classy and stylish, as seen on the signage, swing tags and website, very bold yet recognisable.


Due to the fact that Zara is affordable to most, this makes it a high fast fashion retailer store which makes its brand internationally recognised.



Current Interior Plans and Spaces
(Brief description of the current floor/shop/selling/showroom set-up, photos, floor plans)





l  Zara consists of 3 levels, ground floor is kidswear, first floor is based on womenswear, and second floor is menswear. Due to the fact that women are most likely to shop i believe that is the reason as to why the womenswear was placed on the street level, on level one as it is more likely to draw consumers attention to all especially to women.

l The store is quite big, longwise.

l  There is a big display in the middle of the store of mannequins featuring the latest products, whats in, the new trend. For instance, the colour yellow was mainly displayed as well as florals.

l There are no pendants but only use of downlights.

l  The store is made out of completely clear class on the outside. Which allows customers who walk past the store get a clear insight of what the stoere provides and can offer.

l  The sale items were towards the back side of the store, this is a great way into drawing customers to come in the store and having to pass all the other items in store before reaching their destination to the sale items. This is a great way for customers to stop and notice what else the brand Zara offers.