Collaborations

John Galliano 

Broadsheet Research

Thursday 3rd October 2013

http://www.theguardian.com/environment 

"Ocean acidification due to carbon emissions is at highest for 300m years" 

Photograph: Paul Jarrett

Damage of events that affect the environment often lead to trends within fashion.
I had an idea for a possible recommendation for ZARA to create a range raising the awareness of an environmental crisis.

ZARA Mini

ZARA Mini
www.Zara.com 

 

Recently I noticed that ZARA had caught on to the baby boom idea and were now offering a range called 'Mini' as well as a kids range. However there was not a campaign for this range. There are still no ranges available online for during pregnancy just after. 

ZARA Current Campaign

TRF

Kids

Women  

Men

Celebrity Endorsement

"I think they spelt my name wrong"
Cara Delevinge/Instagram

ZARA Online Recommendation

After looking through ZARAS online website for a maternity range I noticed that over half the items of clothing I have seen in their shops are not available to purchase online. Although ZARA is the most successful fast fashion retailer in the world it still has competitors such as ASOS, TOPSHOP and MANGO that are rolling out fast and affordable fashion clothing in stores and online. Considering ZARAS target market are young-middle age professional working women that are probably working from when the retail stores opens until close, making all or the majority of their ranges accessible online could raise sales dramatically.

The Baby Boom

The September 13 issue of Glamour is crammed with adverts of children's clothes and parenting techniques. Which bought to my attention that everyone is having babies...

Sky News: Thursday 8th August 13

Biggest Baby Boom In 40 Years in UK 

"The UK experiences the biggest population growth of any country in Europe to June 2012, but net migration fell to 165,600."

I was unsure if ZARA had a maternity range or not so I looked online and there were no collections on their website. I thought this would be quite a relevant marketing recommendation as ZARAS main customer base is mid twenties to mid 30's which is currently the average age of first time mothers. It would also be essential to make the products available online. Competitors like TOPSHOP have the whole of there maternity range online making it easy for the customer to purchase from the comfort of their home,  pregnant women would not want be be wandering around shops, it would be important to make the range as accessible as possible. 

Broadsheet Research

While I was flicking through the broadsheets online I came across this article from the 16th of August in The Telegraph about Rosalia Mera's death. Mera co-founded Intidex the mother company of ZARA.  I thought it would be interesting for ZARA to do a sort of tribute range to celebrate her life.

Research

After the holidays I had pretty much got the basic structure of my report on paper but am lacking primary and secondary research. So I started gathering bits and bobs from ZARAS social media sites such as Twitter and Facebook.

What I gathered from looking at their sites was that unlike other high street stores that tweet once or twice a week ZARA were constantly posting and advertising events like when there sales were and when new collections were going to appear.