Zara新品上市推广计划

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1、NewCollectionLaunch

2、MarketingPlan22.10.2009Situationanalysis1ZaraBrandWheelHigh-StreetFashionFashionableclothesVariedassortmentTrendycolorsFemininecutsFashionableproductlinesformoderatecostsCustomer-centeredbusinessRunwaytrendsadaptedforthestreetsFashion-orientedwomanTrendyineverysit

3、uationFeelinggoodaboutlookinggoodFashion-friendlyFeminineHotandtrendyBrandEssencePersonalityValuesBenefitsAttributes5KeysoftheZaraBusinessModelCustomerLogisticsStoreTeamsDesign/Production5KeysoftheZaraBusinessModelCustomer“MaindrivingforcebehindtheZarabrand.”StartingpointforallZaraac

4、tivitiesLeadrolein:StoredesignProductionLogisticsTeamCustomers5KeysoftheZaraBusinessModelStore“MeetingpointbetweenthecustomerandtheZarafashionoffer.”1,520storescollectinformationregardingcustomerdemands.Newproductsintroducedtwiceaweek.Toplocations–17visits/year/customerMeticulouslyde

5、signedshopwindowsMaximumattentiontointerior&exteriorarchitechtualdesignAppropriatecoordinationofgarmentsExcellentcustomercareStore5KeysoftheZaraBusinessModelDesign&Production“Inspirationcomesfromthestreet,music,art…butaboveall,thestore.”ProximityofproductionfacilitiesImmediatereactio

6、ntotrends.Continuousworkforallteams.Managers–teams–customerdemand–forms,designs,fabrics,compliments1,186suppliers,200desginersDesign/Production5KeysoftheZaraBusinessModelLogistics“Highlyfrequentandconstantdistributionpermittingtheoffertobeconstantlyrenewed.”697milliongarmentsdistribu

7、ted5,000employeesatlogisticscentersDesignedwithmaximumflexibility.Customeroriented.24h–receivingordertostoredelivery(Europe)Designedtoabsorbgrowthfornextyears.18%annualdiscountrates.Logistics5KeysoftheZaraBusinessModelTeams“Teamswithvastsalesknowledgegearedtotowardsthecustomer.”89,11

8、2professionalsCustomeroriented.Makethestoresapleasantenvironment.Applycorporate,social&environmentalresponsibilityinday-to-daywork.TeamsZara’sPerformanceZARASales€6,824Million73countries1,530stores4newcountriesin2008159storeopeningsin2008BrandValue:$8,609MTheIndustryHighstreetfashion

9、brand14Indus