Existing service map in India Kids,Mens,Womens (casual, formal) (Online) Home decor Online shopping Clothes and apparels zara Shoes accessories Gift card/ vouchers Zara phone applications Delivery shipping Look book
Existing Marketing Strategy • Loyalty programs • To create a link with its customers • Quick change in fashion trends • Relies more on location of retail establishment rather than on advertising • Only 0.3% of revenue is spent on advertising, compared to its competitors who spend nearly 3.5% • They have production houses in low wage countries, benefiting from lower class labor and operating costs • They out source 40% of the entire production while the rest is done in house • Vertical integration – own production houses (reacts more quicker than other competitors) • Manufacturing its own products • Alterations • No advertisement (only word of mouth) • Exchanging in any country
SECRETS OF ZARA • Design work in normal life • Fast response, to city trends • Its mass production, but classy • ZARA- short, sharp, works across the globe • Green frock-wind turbines, solar power, • packaging is recycling and reuse. • Seductive/eco design for the stores-light • Rome-LEED platinum • International ( zara home – sustainable )
Key success factors • Short lead time = more fashionable clothes • Lower quantities = scarce supply • More style = more choice, more chances of it being a success • Unordinary supply chain – highly competitive advantage • Chose to handle design, production distribution in house • Manager of the store reports to Spain head quarters everyday and changes in design are done accordingly ZARA Performance • Reaps cost reduction benefit from economic scale • NO customization in marketing strategy • Low cost and high quality strategy on global scale • Did NOT follow localization in any of the existing countries
SWOT analysis • STRENGTH • Providing quality runway fashion at the best price • Wide geographical market presence • WEAKNESS • Product recall • Advertisement opportunities • OPPURTUNITIES • Introduce ZARA HOME in India • Opening their own production house in India • THREATS • Intense competition • Demand for plus size garments
Value chain • Inbound logistics • Operations • Outbound logistics • Marketing and sales Operation management • Volume • Variety • visibility
REBRANDING STRATEGY • Designer collaboration • Helps the brand to move to higher and broader market • Focus on localization • Maintain relation between production and distribution system • Packaging (using tote bags) • Every time a customer shops at Zara using the bag provided they earn sustainable points followed by a discount. • Deconstruction of higher end garments • Challenges encountered • Solutions provided • Cultural issues • Language issues • Technical issues • procedures • Provision of training • Research and analysis of various markets • Acquisition of new work force
INTERTWINE • IN TERMS OF • INTERIORS • FASHION
Existing Zara interiors characteristics • Corporate lighting • Uniform design by the central department • Recessed ceiling • General lighting • Window display is common • Mannequins –neutral background lighting spots light Halogen low voltage
SUSTAINABLE STANDARDS: new solutions • Energy management : • LED’s long lasting • durable • mercury free • prevents heat build up • (reducing costs) • more efficient Solar panels for obtaining energy from sunlight Daylight saving More and better circular ventilation • Water management : • Low flush toilets • Flushing consumes 30%of normal water use • Low flush can reduce consumption by 15% • Spray tap (sensor controlled taps) • SUDS (Sustainable urban drainage system) • Rainwater harvesting (water stored can be reused for watering plants, toilet flushing • Storage of water for long periods of time
Other saving methods • High efficient hand dryers are used for less usage of toilet paper • No paper bills, mailing services and check in on tabs • Price tags (labels) made from left over fabric • Dual flush toilet and low flow faucets • Zero Waste • All the waste on the retreat is processed and reused • all waste except plastics that we send out to a recycling unit • all black water which is the flush water in the rooms, goes into a leech pits that convert the waste to manure over time • all grey water from the hand wash water is used to recharge the ground water, used for gardening
Materials Cotton rope with hemp cord Cork Wall Cladding Eco Resin Flooring (Trial Room) Bamboo Flooring (Store)
Construction Material • The bricks used in the buildings were made on the site. • We used the soil that we got when we dug for the foundation • The bricks were then sun baked and were ready for use. These mud bricks are natural air conditioners as they insulate the interiors from extreme heat or cold.
What is sustainable design in terms of fashion ? • Fashion that leaves the least impact on the environment throughout it's Lifespan, that is, from creation through it's long life and once it reaches it's usable life's end. • Designers and Brands must be aware of the energy it uses, carbon footprint, waste, transportation and the end of life strategies.
Eco-friendly ways of Producing Fashion • Zero-waste Fashion - is a way of cutting fabric without having to waste any fabric by working according to the width of fabric. • Waste Fabrics that do not get used can be made into tags • Thrift stores can be set up in stores for consumers to donate clothing. These clothes can be recycled and reused. • Local weavers and artists can be involved for hand weaving techniques. • All dyes used must be natural and should have no impact on the environment.
Eco-friendly ways of Producing Fashion • The usage of organic, chemical free fabrics must increase. • Consumers need to be aware of how sustainable fashion will help the planet. It can be done by attaching little booklets of recycled paper, with information about eco friendly fashion. • Using Fabrics like Organic Cotton, Jute, Bamboo, Tencel, Cork, Organic linen is a smart way to start off an eco friendly collection • Fabrics like Jute and Organic Cotton are widely grown in places like Tamil Nadu and the Bengal Delta. • A 100 per cent denim line for women and men can be introduced. Organic denim is made from organic cotton and dyed with natural indigo. Natural elements like shells or cork can replace buttons and zippers
Materials Materials - Pre-consumption - Consumption - Post consumption • Organic cotton - it is grown without using chemicals - It is softer and chemical free - Since it is not treated with harsh chemicals and pesticides, and it is a healthier and cleaner product less process, organic • Conservation of Biodiversity cotton is durable. It can be easily dyed. • Jute - It is a vegetable fiber - Slightly rough, textured - 100 per cent biodegradable Very low pesticide and fertilizer needs Durable and long lasting It accepts dyes and also blends with other • synthetic and natural fibers. • Caustic soda can be used to improve the • feel, appearance and softness.
Materials • Tencel - dyed to high quality - extremely smooth surface, rich color, - biodegradable • standards because of its highly absorbent drapes beautifully, breathable and • fibers – lightweight • Bamboo - Craftsmen and local weavers for - the bamboo fabric is extremely soft and - biodegradable • weaving the bamboo silky like. The bamboo also can be weaved • It does not require the use of chemicals - with different techniques • The stalk is cut off above ground so farmers • don't have to keep planting it as it grows back • It requires no irrigation • prevents soil erosion
Organisations • Animal Equality : Started in UK, spread to India • Follows Veganism lifestyle (respect for animals) • (no exploitation) • (saving from being harmed or killed) • IDA (In defense of animals) • Sponsor a pet • Make a donation (helping the organization) • PLANT A TREE • Partnership with this organization helps to plant a tree for every purchase on the Zara website.
References • http://eartheasy.com/sustainability • http://www.calrecycle.ca.gov/greenbuilding/materials/ • http://www.epa.gov/iaq/ia-intro.html • http://www.building.co.uk/data/sustainability-managing-water-consumption/3090094.article • http://www.stairropes.com/ropes.html • http://www.idaindia.org/index.htm • http://www.animalequality.net/ • http://laure.dubois.over-blog.com/article-sustainable-materials-interior-design-85820225.html • http://retaildesignblog.net/tag/retail-concept/ • http://www.sustainabledesigners.org/
Thank you NishitaPuttagunta Anusha Kothari NagareddyKshatriya FanechkaFernandes Reshma