Zara- Visual Merchandising Manual

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Design & layout: Harshada Kamble
Guided: Prof. Vibhavari Kumar, PhD
All rights reserved under international copyright
conventions. For private circulation only. No part
of this book may be reproduced or transmitted in
any form by any means, electronic or mechanical,
including photocopy, recording or any other
information storage and retrieval system without
prior written permission from the publisher and
the organisation.

WOMAN

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Contents
1. Study of Brand
2. Brand Identity
3. Store Architecture
4. Instore Architecture
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Study of Brand
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About the brand
Zara SA is a Spanish fast fashion (clothing and
accessories) retailer based in Arteixo in Galicia.
The company was founded in 1975 by Amancio
Ortega and Rosalía Mera. It is the main brand
of the Inditex group, the world’s largest apparel
retailer. The fashion group also owns brands
such as Massimo Dutti, Pull&Bear, Bershka,
Stradivarius, Oysho, Zara Home, and Uterqüe.
Zara as of 2017 manages up to 20 clothing
collections a year.
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Vision
“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”.
Mission
“Through Zara’s business model we aim to
contribute to the sustainable development
of society and that of the environment with
which we interacts”.
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Exclusivity, experience, differentiation and affordability
Marketing strategy
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Latest trends at cheap price
Unique Selling Point
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Product category
Women
-Clothing
-Accessories
Men
-Clothing
-Accessories
Teens
-Clothing
-Accessories
Kids & pre-teen
-Clothing
-Accessories
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Target Group
Demographics:
In men’s and women’s clothing segment customers of Zara
are in age group of 15-40 years. They have a really broad target
group. Recently it also launched kids section in their stores
across the world.
Psychographics:
Trendy, fashion conscious, hectic lifestyle, enjoy shopping
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Competitiors

Campaigns
•According to seasons
•According to trends
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Market Share and Investors
Spain’s Inditex, the owner of Zara fashion brand, saw the
brand’s net profit surge more than 70% in India in 2017-18,
even as the world’s largest fashion group grew at one of its
slowest rates in the country amid increasing competition from
global rivals.
Inditex operates in India through two joint ventures with
TrentNSE -1.35 %, the Tata Group’s retail arm, one for Zara
and another for bridge-to-luxury label Massimo Dutti. Zara and
Massimo Dutti collectively saw 20% revenue growth in India
during the year. While the flagship Zara posted 73% growth in
net profit to Rs 82.59 from Rs 47.6 crore a year ago, Inditex’s
overall profits in the country were eroded by a net loss of Rs
2.73 crore that Massimo Dutti suffered during the year.
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Brand Prism
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Brand Identity
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Colour & typeface
C: 0
M: 0
Y: 0
K: 100
C: 0
M: 0
Y: 0
K: 0
Website (for titles): Medium Helvetica
Website (for body): Regular Helvetica
Design Elements
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Logo
Clear Space
x/4
x/4
x
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Store Architecture
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Location
Phoenix marketcity, Whitefield, Bengaluru
Catchment Area
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Facade
1. According to Seasons
2. According to Trends
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Instore Architecture
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Store Plan
All the dimension are in metre.
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Circulation
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Fixtures

Wall mounted display rack, 5m x 3m
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Wall mounted display rack, 2m x 3m
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Wall mounted display rack, 5m x 3m
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0.70m
2.5m
0.70m
2m
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Two-way display rack
0.75m x 1m
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Single way display rack
0.5m x 2m
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Staff presentation and Billing
The staff is assigned all
black formal uniforms.
They make sure not
to bother and follow
the customer around
unless they ask for their
assistance. There are
two billing counters at
the billing desk which is
closely placed to the entry.
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Signage
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Folding
For T-shirts on the Table
1 2 3
For trouser/pants on the Table
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1 2 3

Product Arrangement
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Do’s
- Always paired outfits should be placed front facing on hangers
according to the pairing instruction.
- Place handbag and hats on the top shelf which match with the
outfit.
- Place shoes below or if placing at height place in the accessory
section.
- Follow standard folds only for tables.
- Display monochromatic clothing on the same wall.
- Hang basic collection/items with lateral detailing on the 2-Way
Display Racks.
- Place topwear as front-facing on hangers.
- Always place topwear which is paired with anything as front-facing
Don’ts
- Do not place only bottomwear as front-facing.
- Do not place pairs randomly, follow colour scheme.
- Do not place shoes on the top shelf of any wall planogram.
- Do not put Basic collection on the wall planograms.
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48 Harshada Kamble