Existing service map in India
Kids,Mens,
Womens
(casual,
formal)
(Online)
Home decor
Online
shopping
Clothes and
apparels
zara
Shoes
accessories
Zara phone
applications
Look book
Gift card/
vouchers
Delivery
shipping
Existing Marketing Strategy
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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
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Design work in normal life
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Fast response, to city trends
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Its mass production, but classy
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ZARA- short, sharp, works across the globe
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Green frock-wind turbines, solar power,
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packaging is recycling and reuse.
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Seductive/eco design for the stores-light
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Rome-LEED platinum
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International ( zara home – sustainable )
Key success factors
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Short lead time = more fashionable clothes
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Lower quantities = scarce supply
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More style = more choice, more chances of it being a success
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Unordinary supply chain – highly competitive advantage
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Chose to handle design, production distribution in house
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Manager of the store reports to Spain head quarters everyday and
changes in design are done accordingly
ZARA Performance
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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
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STRENGTH
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Providing quality runway
fashion at the best price
Wide geographical
market presence
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WEAKNESS
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Product recall
Advertisement
opportunities
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OPPURTUNITIES
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THREATS
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Introduce ZARA HOME in
India
Opening their own
production house in
India
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Intense competition
Demand for plus size
garments
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Value chain
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Inbound logistics
Operations
Outbound logistics
Marketing and sales
Operation management
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Volume
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Variety
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visibility
REBRANDING STRATEGY
REBRANDING STRATEGY
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Designer collaboration
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Helps the brand to move to higher and broader market
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Focus on localization
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Maintain relation between production and distribution system
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Packaging (using tote bags)
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Every time a customer shops at Zara using the bag provided they
earn sustainable points followed by a discount.
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Deconstruction of higher end garments
Challenges encountered
Solutions provided
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Cultural issues
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Provision of training
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Language issues
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Research and analysis of various markets
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Technical issues
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Acquisition of new work force
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procedures
CONCEPT
INTERTWINE
IN TERMS OF
INTERIORS
FASHION
INTERIORS
Existing Zara interiors characteristics
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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
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Energy management :
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LED’s long lasting
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durable
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mercury free
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prevents heat build up
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(reducing costs)
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more efficient
Solar panels for obtaining energy from sunlight
Daylight saving
More and better circular ventilation
• Water management :
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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
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High efficient hand dryers are used for less usage of toilet paper
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No paper bills, mailing services and check in on tabs
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Price tags (labels) made from left over fabric
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Dual flush toilet and low flow faucets
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Zero Waste
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All the waste on the retreat is processed and reused
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all waste except plastics that we send out to a recycling unit
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all black water which is the flush water in the rooms, goes into a
leech pits that convert the waste to manure over time
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all grey water from the hand wash water is used to recharge the
ground water, used for gardening
PLAN
SECTION
ELEVATION
PERSPECTIVE SKETCHES
Materials
Cotton rope with
hemp cord
Cork
Bamboo Flooring
Wall Cladding (Store)
Eco Resin Flooring
(Trial Room)
Construction Material
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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.
FASHION
What is sustainable design in terms of fashion ?
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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
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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
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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
SUSTAINABLE FASHION COLLECTION
Materials
Materials
consumption
Pre-consumption
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Consumption
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Post
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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
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Conservation of Biodiversity
cotton is durable. It can be easily dyed.
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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.
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Materials
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Tencel - dyed to high quality - extremely smooth surface, rich color,
- biodegradable
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standards because of its highly absorbent drapes beautifully,
breathable and
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fibers – lightweight
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Bamboo - Craftsmen and local weavers for - the bamboo fabric is
extremely soft and - biodegradable
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weaving the bamboo silky like. The bamboo also can be weaved
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It does not require the use of chemicals - with different techniques
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The stalk is cut off above ground so farmers
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don't have to keep planting it as it grows back
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It requires no irrigation
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prevents soil erosion
Organisations
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Animal Equality : Started in UK, spread to India
 Follows Veganism lifestyle (respect for animals)
(no exploitation)
(saving from being harmed or killed)
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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
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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-managingwater-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-sustainablematerials-interior-design-85820225.html
http://retaildesignblog.net/tag/retail-concept/
http://www.sustainabledesigners.org/
Thank you
Nishita Puttagunta
Anusha Kothari
Nagareddy Kshatriya
Fanechka Fernandes
Reshma