Zara Case Study

Content

Introduction…………………………………………………………………………………….2

1. The product………………………………………………………………………………..3-4

2. About ZARA……………………………………………………………………………...5-6

2.1 Market Share……………………………………………………………………………..6-7

2.2 Competition…………………………………………………………..…………………….7

3. Timetable……………………………………………………………………………………8

Conclusion……………………………………………………………………………………..9

Bibliography…………………………………………………………………………………..10

Introduction

During the course of the module I decided to focus on the high street retailer ZARA with a main focus on their winter shorts. In order to obtain more information about their design process I will try to get in touch with the company headquarters to systematically explain the production procedure.

Following, there is an example of question I intend to ask:

• Where do you get your inspiration from?

• How many designers work for ZARA?

• How is the atmosphere and culture in the company?

• Why is ZARA one of the fewer retailers who have up to date fashion?

• How do you decide on the products?

• How many sketches do you draw and how many of these go actually into production?

• Where are the products produced?

• Etc.

1. The product

The clothing I have chosen is the winter shorts. It is a must have for this autumn/winter 2005/06 and was one of the fashion key items on the catwalk. The reason why I chose to talk about ZARA’s winter shorts is the fact, that it has been an eye catcher during the spring/summer 2005 and had an influential emphasise on the Haute-Couture winter/autumn collection 2005/6.

The shorts are made of the scene’s hottest trends such as velvet, tweet or decorated with laces, ribbon and gold. At ZARA, the overshell of the pants is made of 97% cotton and 3% spandex. The price range varies from Ј19 to Ј30 and has been made in Spain. Nonetheless, not all of the available items are made in Spain but further explanations will be stated in the main report.

The garments are not displayed in the usual way but often mixed together with matching tops and jackets to encourage customers to buy combined outfits. Additionally, ZARA offers divers colours so that the customer has the possibility to pick out of a wide range from basic to trend colours. ZARA displays this new autumn/winter fashion item through the whole store: from the visual merchandising in the window to the shop floor. They offer the pants in different lengths, fabrics and styles.

Description:

As stated above the reason why this garment caught my attention is the fact that it has been a key item during spring/summer 2005 and has been recreated for the autumn/winter collection 2005/06. These two winter shorts belong to ZARA’s basic range. Both shorts are made of 97% cotton and 2% spandex and have been manufactured in Spain. They are cropped at the bottom, have two pockets at the side as well in the back. As an additional detail, they have a belt around the waist. ZARA offers a size range from small to extra large. They both have a comfortable fit and the length goes down to the knee ideally for wearing over-knee boots or flats combined with tights. Although the shape is the same they differ from each other in the price, surface and use. On the left hand side,