Paticulars Zara

History 24 may, 1974

Founder Amino ortega & rosalia mera

2169 stores (88 countries)

No of Locations in India - 2010

1. 12,000 new designs each year

2. policy of zero advertising
3. Toxic free production
4. After designing - within 2 weeks
Unique Code collection is in the stores

Manufacturing countries spain , portugal,turkey and Asia

Target Market 18-40 yrs. ( mid range income )

1. pattern of different styles

2. public relationships
3. places
4. price range
Four P's

1. competitive brands
( H&M, FOREVER21 )
Business affecting Factors 2. pricing system
 1. Accessories at it's best
Market Dynamics 2. demand for plus size clothig

STRENGTH:
1. COST leadership strrategy
2. efficient distribution
3. fast delivery of products

WEAKNESS :
1. Centralized distribution system
2. doesn't spend much money on Ads
3. 1 manufacturing & distribution system

OPPORTUNITY :
1. Global market
2. online market
3. main center in US

THREATS :
1. local to global competition
2. no stores in Europe
SWOT Analysis 3. Quality checks

1. perfect distribution system

2. business values :
(ethics , loyality and creativity )
3. avtive use of stores :
( for advertising )
Marketing Strategy 4. short period of collection production
 1. Watch on trends & buying behavior
2. Quick decision
3. inventory control
Designing Process 4. distribution

1. price as per quality

Pricing Strategy 2. different sale pricing

1. order management
2. sales reports
3.customer relationship management
Inventory Management 4. price lists

DOS : disk operating system

( allow merchants to take transactions
& simplyfy key day to day business
POS operations )

Women :
TOPS : 881
1. every 4 toproducts
62.week new collection
1.Basics knit wear 3. shirts
2. hi fashion but low price (as other
4. T-shirts 5. hats 6. tunics
brands )
7. tanks 8. Jumpsuits 9. dresses
3. work on feedbacks & customer
10. Scarves 11. hoodies 12. sweaters
USP responses
13. sweatshirts 14. Swim wear
Product Categories Apparel,
15. Activeaccessories & shoes
wear 16. skorts

BOTTOM :
1. Pants 2. Jeans 3. Shorts
4. Skirts 5. Jeggings

OUTWEAR :
1. Jackets 2. blazers 3. Coats

JEWELLERY
BAGS & SUNGLASSES
SHOES
 FABRIC : ( collection 2017 )
1. poplin
2. Linen
3. Lace
4. polyster
5. Georgette

COLOR : ( collection 2017 )

1. minimal chic, dark & nautral colors
2. different Shades of dark colors

SURFACE STYLING :
1. Checked
2. Embroidery
3. Floral prints
4. Bow designs
5. Pearls

NECKLINES :
1. V 2. Round 3. Polo
4. Wide 5. off shoulder
6. Cross over 7. Halter
8. cut off shoulder

SLEEVES STYLES :
1. Frilled 2. Pleated
3. Puffy 4. Ruffled
5.Gathered 6. Long
7.Short 8. Flared
9. Striped 10. Asymmetric
11. no Sleeve 12. Kimono

CONCLUSION : ( TOP STYLE )

cotton poplin checked embroidered off
shoulder pleated or puffy sleeves
PRODUCT DETAILS
Forever 21 Vero Moda

Bestseller company
(Vero moda - brand )
21 April, 1984 (L.A, California) May, 1987( Denmark )
Do Won Chang & Jin Sook Chang Troles Holch Povlsen

12,000 wholesale
customers
5700 retail stores
723 stores (aug. 2015) , 48 countries 45 countries
in India - 2010 in India - 2010

1. Right cloth - Right

price
2. Using special
category of clothing :
1. merchandising ( can't live without )
2. large fashion houses alongside essential
3. three week production cycle wardrobe staples
4. using latest information technology 3. focus on 4 design
5. afffordable & stylish lines & novel lingerie
6. Scale System : range
" I like it " to "not my style" 4. Essence of current
( can easily target fashion customers) fashion trends

China - 50%
China - 60% Bangladesh - 20%
Asia - 25% Italy - 10%
U.S ( domestic) - 15% India - 10%
Pre teen to young adults young adults

1. Personal selling 1. price range

2. places (mall & city centers) 2. Promotions
3. publicity & sale promotions 3.places ( high streets)
4. public relation 4.Products categories

1. Labour disputes
2. piracy lawsuits : copyright infringement
3.products quality dilution : quality
declines drastically 1. competition
4. need to focus on Authenticity 2. price
,Innovation & original ideas 3. global supply chain
 1. " The worn look
better" philosophy
2. clothing for all
fashion freak
so, easily attracts
buyers
3. Trending colors for
Teen
formal clothing for
1. Celebrity fit club corporate people
2. Demand for athletic wear

STRENGTH :
1. Social media
2. online shops
3. Great graphics
4. Brand awareness

STRENGTH : WEAKNESS :
1. Marketing & modern media 1 high prices (as H&M)
2. Simple & cost effective 2. Large no. of suppliers
3. Testimony through words of mouth 3. No sports collection
4. Striking colors
WEAKNESS :
1. Fails to reach it's true potential OPPORTUNITIES :
audience 1. E - commerce
2.Lacks in creativity 2. Sports wear
3. Doesn't create much buzz as others 3. Growing plus size
market
OPPORTUNITIES : 4. Broad target group
1. Online outlets
2. opt - in - email marketing for sale THREATS :
3. global market 1. Competitors
2. Rising cotton prices
THREATS : 3. New brand entries
1. Foreign companies ( ZARA and H&M) 4. Increase in discount
2. Bad publicity can be even more schemes.
damaging via word - of - mouth.
3. Authenticity problems

1. Promotional
1. Promotional activites activities
2. Scrolling headlines 2. Campaigns
3. Prefferd market presence 3. Catalogue system
1. design : new products & trends
2. objective ; target group 1. Market study
3. marketing : internet 2. Target group
4. production :less quality but more 3. Design
varitey 4. production

1.Affordable ( as rich
quality )
1. price as per trends and demand 2. price as per classic
2. promotional pricing sense & elegance
feminine style

1. inventory
management softwares
1. Inventory management softwares 2. Customers relations
2. Quantity as per supply management
3. Purchasing decisions 3. sales outlook

RFID
Women system
: (RF
keepers )
TOPS : 1330 products
plug & play RFID2. knit
1.Basics
1. Pos material
Women : wear 3. shirts
2. Image campaigns
TOPS : 2754 products 4. T-shirts
( graphics use ) 5. tunics
1.Basics 2. knit wear 3. shirts 6. Tees
3. Using international
4. T-shirts 5. hats 6. tunics 7. dresses 8.
top models in
7. tanks 8. Jumpsuits 9. Jumpsuits
marketing
dresses 9. sweaters
1. Emphasis on
11."clothes
Disposable12.
clothing". so, it secured confident
10. Scarves hoodies sweaters 10.sweatshirts
2. Bring old F21 and exchange position alongside
13. sweatshirts 14. Swim wear
new F21 clothes. other brands.
15. Active wear
Clothing ,accessories, Beauty products Clothing, accessories
BOTTOM : & shoes
BOTTOM : 1. Pants 2. Jeans 3.
1. Pants 2. Jeans 3. Shorts Shorts
4. Skirts 5. Leggings 6. Jeggings 4. Skirts 5.Jeggings 6.
capris
OUTWEAR :
1. Jackets 2. blazers OUTWEAR :
3. Vests 4. Coats 1. Jackets 2. Coats

JEWELLERY JEWELLERY
BAGS & SUNGLASSES BAGS
SHOES SHOES
MAKE UP
2. black : 665 Color :
3. Grey : 254 1. white : 440
4. blue : 220 2. Black : 200
5. green - 280 3. Yellow : 145
6. red - 150 4. Green : 150
7. Multi - 70 5. Blue : 290

SURFACE STYLING :
1. checked & striped - 518 SURFACE STYLING :
2. printed - 450 1. Striped & checked -
3. self design - 180 146
4. solid - 1086 2. Printed - 480
5. Embroidery - 60 3. Embroidery - 60
6. Gathers - 200 4. Self design - 143
5. solid - 478

NECKLINES :
1. Shirt collar - 140 NECKLINE :
2. Tie up neck - 176 1. Boat neck : 20
3. off shoulder - 232 2. Collar : 50
4. Shoulder strap - 278 3. Scoop : 55
5. v neck - 233 4. V neck : 80
6. Highneck - 85 5. off shoulder : 52
7. Round - 755 6. strap : 147
8. Scoop - 190 7. Round : 610
8. tie up : 42
SLEEVES STYLE :
1. Kimono - 15 SLEEVES STYLES :
2. Cold shoulder - 50 1. Bell : 32
3. Straps - 285 2. Raglan : 21
4. Bell - 83 3. Cap : 88
5. Cuffed - 94 4. Regular : 350
6. Sleeveless - 580 5. Cold shoulder : 18
7. Extended - 110 6. Cuffed : 50
8. Raglan - 131 7. No sleeves : 270
9. Flared - 40 8. Extended : 70
10. Regular - 600
CONCLUSION : (TOPS ) CONCLUSION :
Viscos rayon solid round neck regular Cotton solid round
sleeve top regular sleeve top
S No.
1

2
3

6
7
8
9

10

11

12

13
14

15
16
17
18

19
20

21
22

23

24
Points
How often new designs are introduced

From which countries the production happens

How much on an average is the dead inventory in your store

What techniques your use for clearing dead inventory

What POS systems do you use? Are they centralized

Which Inventory management Systems are used

What other IT systems are used
Is there a physical inventory check that happens
Categories of Clothes

Most running sizes in India

Sweet Pricing where maximum stock sells

Which specific colors are most sold

What discount schemes or %ages work most

How new designing or trends are done or introduced

Most used Fabrics

English colors, Indian Colors, or global trend colors?
Difference in Online & Offline offerings
How do you decide the workforce required for a showroom?

What is the USP of brand

What Kind of labels are used the most

Any particular technique to improve finishing quality of garment

What is the quantom of inventory a store generally carries at a given point of time?

What are the loyalty schemes introduced for customers

Solid vs printed, which sells more

ZARA Forever 21
5-6 collection per year 4 - 5 collection per year

China - 60%
Asia - 25%
spain , portugal,turkey and Asia U.S ( domestic) - 15%
20 - 30% 20 - 25%

1. selling items at low profit

2. 90 - 120 days ( sold within )
3. Sale ( 35 - 70% )
a.) Clearance sale 1. Transfer dead stock to other location.
b.) Flash sale 2. Wateright agreement with supplier
c.) Specific item sale ( can be returned or no cost )
d.) Seasonal sale 3. Purchase order management
e.) Remark & reposition 4. Free shipping offers
f.) Bundle Products (Fast Moving with slow moving 5. Inventory management softwares
products) 6. Discount cuppon codes

DOS : disk operating system

( allow merchants to take transactions
& simplyfy key day to day business operations )
yes, they are centralized. not available

1. order management
2. sales reports
3.customer relationship management
4. price lists
not specific systems they used.
no physical inventory is there.
as mentioned in previous sheet
1. Inventory management softwares
2. Quantity as per supply
3. Purchasing decisions
Internet ( fb, insta, youtube etc. )
no
as mentioned in previous sheet

S to L XS to XL
US 6 10 US 2 14
UK 10 14 UK 4 16

as per online sites :

it differ with categories and trends per season Tops : 500 - 1000
so, no specific price is there. Dresses : 1100 - 1500

depends on every collection forecast

system.
depends on every collection forecast
depends on every collection forecast system. system.
35 - 70% ( clearance sale upto 85% off ) upto 60%
it may vary with collection ( vary with collection )
with every season with every season
depends on collection and designs
( poplin - 2017 ) depends on collection and designs
dark & neutral colors ( 2017 ) depend on season
answer pending answer pending
answer pending answer pending

1. merchandising
2. large fashion houses
3. three week production cycle
4. using latest information technology
1. 12,000 new designs each year 2. policy of 5. afffordable & stylish
zero advertising 3. Toxic free 6. Scale System :
production 4. After designing - within " I like it " to "not my style"
2 weeks collection is in the stores ( can easily target fashion customers
answer pending answer pending
always used good quality of threads in finishing or in
visible part of garment. Quality good
answer pending answer pending

as per collection or season

1. benefit cards
2. offers for regular customers
3. cashback point system more or less same with other brands
depends on every collection forecast system
2017 : embroidery solid
Vero Moda
6 to 8 collections per year

China - 50%
Bangladesh - 20%
Italy - 10%
India - 10%
15 - 20%

more or less same with other words.

RFID system
( RF keepers )
plug & play RFID

1. inventory management softwares

2. Customers relations management
3. sales outlook
international models
no
as mentioned in previous sheet

XS to XL
UK 4 16
US 2 14

as per online sites :

Tops : 600 - 1000
Dresses : 850 - 1100

upto 70%
( vary with collection )
with every season

depends on collection and designs

depends on season and styles
answer pending
answer pending

1. Right cloth - Right price

2. Using special category of clothing :
( can't live without )
alongside essential wardrobe staples
3. focus on 4 design lines & novel
lingerie range
4. Essence of current fashion trends
answer pending

best quality always

answer pending

more or less same with markets

prints
PRODUCT DETAILS TOPS Shirt T-SHIRT Dresses JUMPSUIT BOTTOMS
Fabric
Fabric Type
Color
Length regular - 50
sillhouette
Neck
Occasion
Pattern
Print or
Pattern Type
Sizes (most
running)
Sleeve
Length
Sleeve
Styling
Surface
Styling
Weave Type
collar
Fit
Label
Hemline
finishing
type of
pleats
waist rise
Transparenc
y
Sweet
pricing
most selling
product
STORE
DETAILS
USP of
brand
Target
market
Difference
in Online &
Offline
offerings
loyalty
scheme
Aura & VM
of store
 POS ststem
Inventory
manageme
nt
Workforce
required

Consumer Behavior
a) What they Like
b) Positive/
Negative Points for
specific Garment
 Acrylic
Blended
Cotton
Cotton Blend
Elastane
Linen
Lyocell
Modal
Nylon
Polycotton
Polyester
Pure Cotton
Satin
Silk Blend
Synthetic Leather
Viscose Rayon
FABRIC Wool

Chambray
Chiffon
Cotton
Crepe
Denim
Georgette
Jaquard
Lace
Linen
Net
Satin Finish
FABRIC TYPE Synthetic Leathe
 Boat Neck
Cowl Neck
Halter Neck
High Neck
Keyhole Neck
Mandarin Collar
Off-Shoulder
One Shoulder
Peter Pan Collar
Round Neck
Scoop Neck
Shirt Collar
Shoulder Straps
Square Neck
Strapless
Sweetheart Neck
Tie-Up Neck
NECK V-Neck

Checked
Colourblocked
Dyed
Embellished
Printed
Self Design
Solid
PATTERN Striped
 Abstract
Animal
Checked
Colourblocked
Conversational
Embellished
Ethnic Motifs
Floral
Geometric
Graphic
Horizontal Stripes
Ombre
Polka Dots
Self Design
Solid
Tie And Dye
Tribal
Tropical
PRINT or PATTERN Typography
TYPE Vertical Stripes

Batwing Sleeves
Bell Sleeves
Bishop Sleeves
Cap Sleeves
Cape Sleeves
Cold-Shoulder Sleeves
Cuffed Sleeves
Extended Sleeves
Flared Sleeves
Flutter Sleeves
Kimono Sleeves
No Sleeves
Puff Sleeves
Raglan Sleeves
Regular Sleeves
Roll-Up Sleeves
Shoulder Straps
SLEEVE STYLING Slit Sleeves
 Applique
Cut Out
Embroidered
Fringed
Gathered Or Pleated
Lace Or Crochet Inserts
Lace-Up
Layered
Ruffles
Sequinned
Sheen
Smocking
Studded
Tie-Ups
SURFACE STYLING Waist Tie-Ups

A-Line
Bardot
Blouson
Boxy
Bralette
Cape
Cinched Waist
Empire
Fitted
High-Low
Kaftan
Maxi
Peplum
Regular
Shirt Style
Styled Back
T-Shirt
Tank
Tiered
Tube
SILHOUETTE Wrap
 Built-Up Collar
Button-Down Collar
Club Collar
Collarless
Cutaway Collar
Hood
Mandarin Collar
Peter Pan Collar
Slim Collar
COLLAR Spread Collar

Anti Fit Trousers

Bootcut Trousers
Cargos
Chinos
Cigarette Trousers
Culottes
Drop Crotch Trousers
Formal Trousers
Jodhpuris
Joggers
Parallel Trousers
Peg Trousers
BOTTOM TYPE Regular Trousers

Flared
Loose Fit
Regular Fit
Skinny Fit
Slim Fit
Straight Fit
BOTTOM FIT Tapered Fit

Coated
Convertible
Easy Wash
Non Iron
None
Sheen
BOTTOM FEATURES Travel Features