Research

zara.com

My digital publishing project is going to be designed according to the site zara.com. I decided that because I love the minimal style that Zara represents, both in clothing, accessories, make up and hair of the models but also in the design of their actual site. Bellow there are some screenshots of how is the actual layout of the site right now.

These images from the main page of zara.com are actually three screenshots from moving images that Zara uses to attract customers. It uses moving banners so that the audience can see even from the main page the variety of their products.

As we can see the main menu of the site is on the left side of the page and if is been put vertically, which is something uncommon for most online sites. In order for a customer to explore the site he/she has to click to each of the options and choose where to go from there. If you click in one of the options the menu looks like the example below.

Brand Ethos

Zara is the world’s largest fashion retailer in the world today because of its widely known process innovation. Fast fashion, creativity, flexibility, quality design and rapid turnaround are all part of its approach to expand internationally at such a fast pace.

Founded by Amancio Ortega in 1975, Zara opened its first store in downtown La Coruña, Galicia, Spain. Its first store carried low-priced lookalike products of popular, higher-end fashion brands. The store proved to be a success in the early 1980s, and Ortega began opening more Zara stores throughout Spain.

“Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts.”

Zara’s consumers are young, value awared and highly sensitive to the latest fashion trends in the industry. An advantage that the brand has over conventional retailers is that they do not define and segment their target market by ages resulting in designs and styles that can reach a broader market.

Zara offers cutting edge fashion at affordable prices by following the most up-to-date fashion trends and identifying consumers’ demand, and quickly getting the latest designs into stores.

“ZARA is committed to satisfying the desires of our customers. As a result we pledge to continuously innovate our business to improve your experience. We promise to provide new designs made from quality materials that are affordable”

Competitors

Zara's main competitors are MANGO (originated from Spain) and H&M (originated from Sweden). 

   MANGO

MANGO is a well known brand famous for its fresh, youthful take on the modern urban style. It presents a range of super-sharp and chic men’s and women's clothing and accessories. This innovative Spanish company opened their first store in Barcelona in 1984 and has grown internationally in their desire 'to be present in every city of the world'.

H&M

H&M is an international retail company known for its fast-fashion clothing for men, women, teenagers and children. H&M exists in 61 countries with over 3,700 stores. The first store was opened on the high street of Västerås, Sweden in 1947. H&M’s design team creates sustainable fashion for all, always at the best price. The company is also know for it's big collaborations with famous designers like Lanvin (2010), Versace (2011), Balmain (2015) and many more.

Fashion Trends

   70's vibe

  Knitwear

   Long Blazers

   Winter Floral

   Turtlenecks

    Pleats

    Make Up and Hair Trends

Customer Profile

25 years old

Leaves in a fashion capital such as London

Loves fashion

Interested in new trends

Works in the fashion industry 

She has Instagram, Pinterest and Tumblr accounts

She follows numerous fashion blogs and she might even have her own blog

 Loves going out with her friends for shopping and coffee 

At least one night of the week she goes out drinking cocktails and clubbing

Loves sushi and in general good food

Zara's Editorials

Zara creates its editorials in a minimal way. It is either in a studio with almost no props, clear backgrounds and neutral colours, or it is in an interesting location. The editorials are being presented either in the look books of the brand or in their online campaigns.