-
CHEFS:WiLLEKE STEEGHS / 2183308
LIEKE VAN ERP / 2179627ANOUK BRETELER / 2185695
BRAM KASTELIJNS / 2179480
AC CONCEPTING PLUS / DIRK HENS
CHEFS:CHEFS:WiLLEKE STEEGHS / 2183308WiLLEKE STEEGHS /
2183308
LIEKE VAN ERP / 2179627LIEKE VAN ERP / 2179627ANOUK BRETELER /
2185695ANOUK BRETELER / 2185695
BRAM KASTELIJNS / 2179480BRAM KASTELIJNS / 2179480
AC CONCEPTING PLUS / DIRK HENSAC CONCEPTING PLUS / DIRK HENS
-
1. INTRODUCTIOn
Our awesome
Teammembers
1. INTRODUCTIOn
Our awesome
Our awesome
Teammembers
-
To give an example how the theoretical model works, the brand
ZARA from Inditex was chosen to exemplify each step. The fundament
of the model is the baking process of a pie. Because of the
visualisa-tion the model is cal led Recipie. The pie is divided
into f ive different categories and each piece stands for its own
unique values of the company.
The model is made with great enthusiasm and hopeful ly read in
the same way.
Anouk Breteler,Lieke van Erp,Bram Kastelijns,& Wil leke
Steeghs
This assignment is based on the advanced course Concepting Plus.
For this course weve made up a theoretical model that can be used
for almost every retailer. The purpo-se of this model is letting
the com-pany find out themselves, what their business distinguish
them from other competitors. Not directly by a competitor matrix,
but to take a closer look at all intern facilities the customer
conscious and uncons-cious may face. The model shows how well there
is taken care of the customers and where attention should be paid.
The model lends itself perfectly for repeats, so not everything has
to change at once. The final outcome of the model is that customers
feel more apprecia-ted, loved and understood what leads to more
brand awareness, indirect marketing activities and even true fan
customers.
To give an example how the theoretical To give an example how
the theoretical To give an example how the theoretical model works,
the brand ZARA from model works, the brand ZARA from To give an
example how the theoretical model works, the brand ZARA from To
give an example how the theoretical
Inditex was chosen to exemplify each step. Inditex was chosen to
exemplify each step. Inditex was chosen to exemplify each step.
model works, the brand ZARA from Inditex was chosen to exemplify
each step. model works, the brand ZARA from
The fundament of the model is the baking The fundament of the
model is the baking The fundament of the model is the baking
Inditex was chosen to exemplify each step. The fundament of the
model is the baking Inditex was chosen to exemplify each step.
Inditex was chosen to exemplify each step. The fundament of the
model is the baking Inditex was chosen to exemplify each step.
process of a pie. Because of the visualisaprocess of a pie.
Because of the visualisaprocess of a pie. Because of the
visualisaThe fundament of the model is the baking process of a pie.
Because of the visualisaThe fundament of the model is the baking
The fundament of the model is the baking process of a pie. Because
of the visualisaThe fundament of the model is the baking
-process of a pie. Because of the visualisa-process of a pie.
Because of the visualisation the model is cal led Recipie. The pie
tion the model is cal led Recipie. The pie tion the model is cal
led Recipie. The pie process of a pie. Because of the visualisation
the model is cal led Recipie. The pie process of a pie. Because of
the visualisa
is divided into f ive different categories is divided into f ive
different categories tion the model is cal led Recipie. The pie is
divided into f ive different categories tion the model is cal led
Recipie. The pie tion the model is cal led Recipie. The pie is
divided into f ive different categories tion the model is cal led
Recipie. The pie
and each piece stands for its own unique and each piece stands
for its own unique and each piece stands for its own unique is
divided into f ive different categories and each piece stands for
its own unique is divided into f ive different categories is
divided into f ive different categories and each piece stands for
its own unique is divided into f ive different categories
values of the company. values of the company. and each piece
stands for its own unique values of the company. and each piece
stands for its own unique
The model is made with great enthusiasm The model is made with
great enthusiasm The model is made with great enthusiasm and
hopeful ly read in the same way.and hopeful ly read in the same
way.The model is made with great enthusiasm and hopeful ly read in
the same way.The model is made with great enthusiasm The model is
made with great enthusiasm and hopeful ly read in the same way.The
model is made with great enthusiasm
Anouk Breteler,Anouk Breteler,Lieke van Erp,Lieke van Erp,Lieke
van Erp,Anouk Breteler,Lieke van Erp,Anouk Breteler,
Bram Kastelijns,Bram Kastelijns,Lieke van Erp,Bram
Kastelijns,Lieke van Erp,
& Wil leke Steeghs & Wil leke Steeghs & Wil leke
Steeghs Bram Kastelijns,& Wil leke Steeghs Bram Kastelijns,
This assignment is based on the advanced course Concepting Plus.
For this course weve made up a theoretical model that can be used
for almost every retailer. The purpo-se of this model is letting
the com-pany find out themselves, what their business distinguish
them from other competitors. Not directly by a competitor matrix,
but to take a closer look at all intern facilities the customer
conscious and uncons-cious may face. The model shows how well there
is taken care of the customers and where attention should be paid.
The model lends itself perfectly for repeats, so not everything has
to change at once. The final outcome of the model is that customers
feel more apprecia-ted, loved and understood what leads to more
brand awareness, indirect marketing activities and even true fan
customers.
-
For the dough a few ingredients hav
e to be used. First
of all: the eggs, which stand for the v
ision of the com-
pany. Second, flour has to be added.
Flour stands for
the mission of the company. Last but
not least, corn-
flour. The cornflour represents the co
re values. This
because core values link and mix eve
rything
together inside a company, just like c
ornflour does in
a pie.
When the ingredients are mixed toge
ther, they are
ready to knead it to dough. The doug
h becomes one
unity. The dough gives the fundamen
t of a pie. This is
the basis. A company also needs a go
od fundament
that is created by the vision, mission
and the core
values.
STEP ONE: DOUGH
-
While making the filling, a few questions can be asked.
Who are the guests? The guests are in a companys case
the target group.
What to they like? A company also needs to know what their
target gro
up likes.
Do they have any allergies?Companies also need to know if
the
re are thing their target group doesnt like.
While baking a cake that can be allergies, but in companys those
are th
e donts.
What do I like to bake?In a company this means what do y
ou want to show to your target group, what
would you want to be and how do you want to be seen.
What is the budget?This is the same within a company.
A company has to think about their own
budget, but also about the budget of their target group, how
much do th
ey want to
spend on your product.
Important for the filling is the balance between taste and
quantities of i
ngre-
dients. All of this has to fit with the dough. Another
possibility is to tak
e a closer
look at the other recipes of competitors. This is the same
within a comp
any you
need to find the right balance and have to look to your
competitors. Wh
at are the
possibilities for a company to stand out compared to their
competitors
?
STEP TWO: PIE FILLING
While making the filling, a few questions can be asked.
Who are the guests? The guests are in a companys case
the target group.
What to they like? A company also needs to know what their
target gro
up likes.
Do they have any allergies?Companies also need to know if
the
re are thing their target group doesnt like.
While baking a cake that can be allergies, but in companys those
are th
e donts.
What do I like to bake?In a company this means what do y
ou want to show to your target group, what
would you want to be and how do you want to be seen.
What is the budget?This is the same within a company.
A company has to think about their own
budget, but also about the budget of their target group, how
much do th
ey want to
spend on your product.
Important for the filling is the balance between taste and
quantities of i
ngre-
dients. All of this has to fit with the dough. Another
possibility is to tak
e a closer
look at the other recipes of competitors. This is the same
within a comp
any you
need to find the right balance and have to look to your
competitors. Wh
at are the
possibilities for a company to stand out compared to their
competitors
?
STEP TWO: PIE FILLING
-
When the filling has to be put in the pie, the baking process
can start. Put the pie in the oven. But keep an eye on it. Is it
baking gradually and smooth? If not, get the cake out. Keep
testing. Keep tasting. Keep improving. Change the recipe if
necessary until the perfect pie comes out. Inside the company there
is a need to constantly look at the process and the result that
come from it. Keep testing. Keep changing. Keep improving, and
change things when necessary. For example, keep looking if the
vision still fits to the vision of the company. If not: the company
needs to make sure that the companys vision fits with the
strategies of the company. Keep trying to reach objectives.
STEP THREE: BAKING PROCESS
When the filling has to be put in the pie, the baking process
can start. Put the pie in the oven. But keep an eye on it. Is it
baking gradually and smooth? If not, get the cake out. Keep
testing. Keep tasting. Keep improving. Change the recipe if
necessary until the perfect pie comes out. Inside the company there
is a need to constantly look at the process and the result that
come from it. Keep testing. Keep changing. Keep improving, and
change things when necessary. For example, keep looking if the
vision still fits to the vision of the company. If not: the company
needs to make sure that the companys vision fits with the
strategies of the company. Keep trying to reach objectives.
STEP THREE: BAKING PROCESS
-
Bake a unique pie, for standing
out to keep competitors away. W
ith the FUN-factors
it is sure that the toppings are v
ery tasteful for the guests.
F: FunctionalityU: UsabilityN: Needs
FunctionalityFunctionality g
ives customers the right feeling
when they step into a company
.
Customers know how to find the
ir products/services on the eas
iest and fastest way.
For example: When a customer
walks into the ZARA, is the cu
stomer able to direct-
ly find the product in the right
size where the customer is look
ing for.
UsabilityUsability gives
customers more comfort while
testing if they want to buy prod
uct
from a company. For example: T
he costumer from the ZARA ca
n fit the product in
the appropriate fitting rooms w
ith enough clothes hooks.
NeedsThe extras cus
tomers get while testing produ
cts of a company. For example:
The
customer in the ZARA gets a cu
p of coffee while waiting in a com
fortable couch.
STEP FOUR: TOPPINGS
Bake a unique pie, for standing
out to keep competitors away. W
ith the FUN-factors
it is sure that the toppings are v
ery tasteful for the guests.
F: FunctionalityU: UsabilityN: Needs
FunctionalityFunctionality g
ives customers the right feeling
when they step into a company
.
Customers know how to find the
ir products/services on the eas
iest and fastest way.
For example: When a customer
walks into the ZARA, is the cu
stomer able to direct-
ly find the product in the right
size where the customer is look
ing for.
UsabilityUsability gives
customers more comfort while
testing if they want to buy prod
uct
from a company. For example: T
he costumer from the ZARA ca
n fit the product in
the appropriate fitting rooms w
ith enough clothes hooks.
NeedsThe extras cus
tomers get while testing produ
cts of a company. For example:
The
customer in the ZARA gets a cu
p of coffee while waiting in a com
fortable couch.
STEP FOUR: TOPPINGS
-
How the pie will be served. The pie can be served in a beautiful
box with a bow, or it can be packed in a cardboard box. This also
can be implemented for a company. How does the company deliver
their products/servi-ces, does it appeal to their customers?
STEP FIVE: PACKAGINGHow the pie will be served. The pie can be
served in a beautiful box with a bow, or it can be packed in a
cardboard box. This also can be implemented for a company. How does
the company deliver their products/servi-ces, does it appeal to
their customers?
STEP FIVE: PACKAGING
-
REVIEWDid you like this recipe?
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you like this recipe?Did you like this recipe?Did you like this
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like this recipe?Did you like this recipe?Did you like this
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like this recipe?Did you like this recipe?Did you like this
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like this recipe?Did you like this recipe?Did you like this
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like this recipe?Did you like this recipe?Did you like this
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-
2. MODEL LINKED tO THEORIES2. MODEL LINKED tO THEORIES
-
Some other models inspired Recipie. The models Recipie got
inspired by are The Golden Circle, Service Design Thinking and
Built to Last.
Step one in our process is mainly based on The Golden Circle
theory. The Golden Circle theory describes that a company has to
work from the core to outside. The model starts with why, then how
and after that what. In our model this is also described in step
one, the dough. Our eggs stand for the vision, flour for the vision
and the cornflour for the core values.
Service Design Thinking can be found in step 3 from Recipie, the
baking process and step four the toppings. In step 3 it can be
found that a company has to keep testing and impro-ving. The
company has to make sure the vision fits with the strategies of the
company. This is what can be found in the Service Design Thinking
Model. This model describes that a company has to Research, Develop
and Test. This is what a company does with constantly testing and
looking if every-thing fits the core. In step four the model shows
some factors that have to be in the cake for sure. These are not
directly linked to the Service Design Thinking model, but the model
has also three points which also have to be in there. In the
Service Design Thinking model these aspects are Desirable,
Effective & Efficient and Enjoyable. With Recpie these are the
FUN factors. Namely, Functionality, Usability
From the Built to last theory Recipie is based on the Preserve
the Core method. Preserve the Core describes that a company has to
know the essence and that the essence cant be changed. Within
Recipie this can find that within step three. It descri-bes that it
has to be checked constantly if everything fits the vision.
Some other models inspired Recipie. The models Recipie got
inspired by are The Golden Circle, Service Design Thinking and
Built to Last.
Step one in our process is mainly based on The Golden Circle
theory. The Golden Circle theory describes that a company has to
work from the core to outside. The model starts with why, then how
and after that what. In our model this is also described in step
one, the dough. Our eggs stand for the vision, flour for the vision
and the cornflour for the core values.
Service Design Thinking can be found in step 3 from Recipie, the
baking process and step four the toppings. In step 3 it can be
found that a company has to keep testing and impro-ving. The
company has to make sure the vision fits with the strategies of the
company. This is what can be found in the Service Design Thinking
Model. This model describes that a company has to Research, Develop
and Test. This is what a company does with constantly testing and
looking if every-thing fits the core. In step four the model shows
some factors that have to be in the cake for sure. These are not
directly linked to the Service Design Thinking model, but the model
has also three points which also have to be in there. In the
Service Design Thinking model these aspects are Desirable,
Effective & Efficient and Enjoyable. With Recpie these are the
FUN factors. Namely, Functionality, Usability
From the Built to last theory Recipie is based on the Preserve
the Core method. Preserve the Core describes that a company has to
know the essence and that the essence cant be changed. Within
Recipie this can find that within step three. It descri-bes that it
has to be checked constantly if everything fits the vision.
Service Design Thinking can be found in step 3 from Recipie,
Service Design Thinking can be found in step 3 from Recipie,
-
3. BAKING PROCESS ZARA3. BAKING PROCESS ZARA
-
Origin ZARA is one of the largest companies in the int
ernational fashion scene. It is
part of Inditex, one of the largest groups of distribution in
the world. The custo-
mer is the centre of their particular business model. This
brings design, produc-
tion, distribution and sale together through a wide network of
all the stores.
Inditex is one of the world's largest fashion retailers with
eight brands and over
6,460 stores throughout the world. They are inspired by a
responsible passion
NWZNI[PQWVIVLIJW^MITTJa\PMQZK][\WUMZ[
ZARA opened its first store in the coastal town A Corua in the
northwest of
Spain in 1975. ZARA has over 2.000 stores strategically located
in leading cities
across 88 countries. ZARAs designers and customers are
inextricably linked.
Specialist teams receive constant feedback on the decisions its
customers are
making at every ZARA store. This feedback inspires ZARA's
creative team,
which is made up of over 200 professionals. ZARA is always
striving to meet the
needs of its customers at the same time as helping to inform
their ideas, trends
and tastes. The idea is to share responsible passion for fashion
across a broad
spectrum of people, cultures and ages.
STEP ONE: DOUGH
Origin ZARA is one of the largest companies in the int
ernational fashion scene. It is
part of Inditex, one of the largest groups of distribution in
the world. The custo-
mer is the centre of their particular business model. This
brings design, produc-
tion, distribution and sale together through a wide network of
all the stores.
Inditex is one of the world's largest fashion retailers with
eight brands and over
6,460 stores throughout the world. They are inspired by a
responsible passion
NWZNI[PQWVIVLIJW^MITTJa\PMQZK][\WUMZ[
ZARA opened its first store in the coastal town A Corua in the
northwest of
Spain in 1975. ZARA has over 2.000 stores strategically located
in leading cities
across 88 countries. ZARAs designers and customers are
inextricably linked.
Specialist teams receive constant feedback on the decisions its
customers are
making at every ZARA store. This feedback inspires ZARA's
creative team,
which is made up of over 200 professionals. ZARA is always
striving to meet the
needs of its customers at the same time as helping to inform
their ideas, trends
and tastes. The idea is to share responsible passion for fashion
across a broad
spectrum of people, cultures and ages.
STEP ONE: DOUGH
-
The brandThe image of ZARA stands for trendy clothes and quality
at an affordable price. ZARA markets collections in different price
ranges for men, women, children and interior. After the opening of
the first store in 1975, ZARA is now, located in 88 countries with
over 2000 stores in the prime locations of large (main) cities.
These international outlets are imple-menting the concept, that in
national borders do not have to be a barrier for sharing the same
fashion culture.Mission & visionThe vision of ZARA is that
design should be available and affordable for all, with a rapid
response to the demands of the market. ZARA is committed to
satisfying the desires of the customers. A result they pledge to
continuously innovate their business to improve the customers
experience. They promise to provide new designs made from quality
materials that are affordable. The company's mission is 'to get the
shortest time to market ' or in very short time reach the market
and offer the latest trends in high speed. The slogan is here
today, gone tomor-row! Signifying their rapidly varied collections.
Through ZARAs business model, they aim to contribute to the
sustainable development of society and that of the environment with
which they interact. They are now growing in the international
market and try the next years to maintain this growth. So they can
rapidly provide the latest trends in the interna-tional market.
They also spend a lot of time trend watching to pay particular
attention to the consumer and their needs. They stand for teamwork
and open communication, but they also expect quality work. This
will allow them to make clear that national borders dont have to be
a barrier for sharing the same fashion culture.
The brandThe image of ZARA stands for trendy clothes and quality
at an affordable price. ZARA markets collections in different price
ranges for men, women, children and interior. After the opening of
the first store in 1975, ZARA is now, located in 88 countries with
over 2000 stores in the prime locations of large (main) cities.
These international outlets are imple-menting the concept, that in
national borders do not have to be a barrier for sharing the same
fashion culture.Mission & visionThe vision of ZARA is that
design should be available and affordable for all, with a rapid
response to the demands of the market. ZARA is committed to
satisfying the desires of the customers. A result they pledge to
continuously innovate their business to improve the customers
experience. They promise to provide new designs made from quality
materials that are affordable. The company's mission is 'to get the
shortest time to market ' or in very short time reach the market
and offer the latest trends in high speed. The slogan is here
today, gone tomor-row! Signifying their rapidly varied collections.
Through ZARAs business model, they aim to contribute to the
sustainable development of society and that of the environment with
which they interact. They are now growing in the international
market and try the next years to maintain this growth. So they can
rapidly provide the latest trends in the interna-tional market.
They also spend a lot of time trend watching to pay particular
attention to the consumer and their needs. They stand for teamwork
and open communication, but they also expect quality work. This
will allow them to make clear that national borders dont have to be
a barrier for sharing the same fashion culture.
-
PropositionOffer luxury and value for a reasonab
le price.
Intended purpose & brand valuesThey make clothes that fit
into contem
porary fashion images. They grow globally strong
and have a strong influence on the international fashion. They
have differen
t price
ranges in their collections, making them accessible to a wide
audience.
Emotional brand valuesCheap luxury. They stand for trendy
clothes and quality at an affordable price. People
also find the experience of shopping in a store with quality
appearance impo
rtant. It
makes them feel emotionally involved with ZARA, which also
complies with
it.
Expressive brand valuesThey let the customer rediscover the
authentic, classic and affordable clothing styles
and thereby become and preserve being one of the largest
international comp
anies in
the international fashion world.
Companys prideThey are one of the largest internation
al companies in the international fashion world
and are still growing their share.
PropositionOffer luxury and value for a reasonab
le price.
Intended purpose & brand valuesThey make clothes that fit
into contem
porary fashion images. They grow globally strong
and have a strong influence on the international fashion. They
have differen
t price
ranges in their collections, making them accessible to a wide
audience.
Emotional brand valuesCheap luxury. They stand for trendy
clothes and quality at an affordable price. People
also find the experience of shopping in a store with quality
appearance impo
rtant. It
makes them feel emotionally involved with ZARA, which also
complies with
it.
Expressive brand valuesThey let the customer rediscover the
authentic, classic and affordable clothing styles
and thereby become and preserve being one of the largest
international comp
anies in
the international fashion world.
Companys prideThey are one of the largest internation
al companies in the international fashion world
and are still growing their share.
-
Who are the guests? The target group consists of m
en and women between 18 and 38 years who have a passion
for fashion. Generally their spending patterns are like the
av
erage citizen and they want
fashion items at the right time for the right price. The
target
audience is international to
find and live in or around major cities.
What do they like?Consumers who buy from ZAR
A are looking for designer fashion at an affordable price.
'Brands' are less important, but the experience of buying in
a
store with quality appearan-
ce is their preference. With a smaller budget they reach an
a
ppearance that is not inferior
compared to the expensive designer brands.
Do they have any allergies?The customers of ZARA do not
want to pay too much for their products. They like the fact
that they can look as great in ZARA clothing as models do in
d
esigner pieces. Also they like
to figure out themselves how they want to look in their
cloth
ing, they do want the advice of
store employees, but not if the employees force that. They
bu
y at ZARAs because they offer
a large range of clothing in different styles, so they can
adapt
to the fashion image directly.
The offer of the products should thereby always be large eno
ugh.
What do I like to bake?They want to show the target g
roup that they should feel confident about themselves. That
it does not take a big amount of money to accomplish this
fee
ling, but that you can create
the person you want to be with an affordable price. You can
lo
ok great with al ZARAs has
to offer.
STEP TWO: PIE FILLING
Who are the guests? The target group consists of m
en and women between 18 and 38 years who have a passion
for fashion. Generally their spending patterns are like the
av
erage citizen and they want
fashion items at the right time for the right price. The
target
audience is international to
find and live in or around major cities.
What do they like?Consumers who buy from ZAR
A are looking for designer fashion at an affordable price.
'Brands' are less important, but the experience of buying in
a
store with quality appearan-
ce is their preference. With a smaller budget they reach an
a
ppearance that is not inferior
compared to the expensive designer brands.
Do they have any allergies?The customers of ZARA do not
want to pay too much for their products. They like the fact
that they can look as great in ZARA clothing as models do in
d
esigner pieces. Also they like
to figure out themselves how they want to look in their
cloth
ing, they do want the advice of
store employees, but not if the employees force that. They
bu
y at ZARAs because they offer
a large range of clothing in different styles, so they can
adapt
to the fashion image directly.
The offer of the products should thereby always be large eno
ugh.
What do I like to bake?They want to show the target g
roup that they should feel confident about themselves. That
it does not take a big amount of money to accomplish this
fee
ling, but that you can create
the person you want to be with an affordable price. You can
lo
ok great with al ZARAs has
to offer.
STEP TWO: PIE FILLING
-
What is the budget?The target group does not want to spend a lot
of money to fashion, but wants to have lots of different pieces to
combine and make it adjustable for every moment. They want to spend
money to fashion at every necessary moment, for example when there
is a new trending item at the market. ZARA offers a lot of
different clothing ranges, or very cheap or a little bit more
expensive. The outcome of the research shows that over the years
the custo-mers started paying more for their products at ZARA. The
more expensive clothing has good quality while the more cheap basic
clothing is more often of very low quality.What should be taken
into account?ZARA has a lot of competitors. The most obvious
competitor is H&M from Sweden, but also the Dutch WE and the
Danish Jack and Jones are important competitors for ZARA.
Furthermore, MANGO, Bijenkorf, C&A, V&D and HEMA are seen
as competitors.
What is the budget?The target group does not want to spend a lot
of money to fashion, but wants to have lots of different pieces to
combine and make it adjustable for every moment. They want to spend
money to fashion at every necessary moment, for example when there
is a new trending item at the market. ZARA offers a lot of
different clothing ranges, or very cheap or a little bit more
expensive. The outcome of the research shows that over the years
the custo-mers started paying more for their products at ZARA. The
more expensive clothing has good quality while the more cheap basic
clothing is more often of very low quality.What should be taken
into account?ZARA has a lot of competitors. The most obvious
competitor is H&M from Sweden, but also the Dutch WE and the
Danish Jack and Jones are important competitors for ZARA.
Furthermore, MANGO, Bijenkorf, C&A, V&D and HEMA are seen
as competitors.
-
ZARA offers a super
-fast supply chain w
ith which it distingu
ishes itself from
competitors. ZARA h
olds the design, prod
uction and distributi
on processes in
control, giving them
the ability to respon
d quickly to changes
in the needs of the
consumer. This appl
ies both to the develo
pment of clothing an
d for the producti-
on and distribution l
ogistics. So ZARA ha
s its own distribution
centre where all
products pass thru. T
hey also have a vert
ical marketing syste
m where they
control everything t
hat determines the va
lue of products itself
. The ability to
keep prices as low as
possible is therefor
e easier to achieve, a
s well as the adjust-
ment in the market.
STEP THREE: BAKING PR
OCESS
ZARA offers a super
-fast supply chain w
ith which it distingu
ishes itself from
competitors. ZARA h
olds the design, prod
uction and distributi
on processes in
control, giving them
the ability to respon
d quickly to changes
in the needs of the
consumer. This appl
ies both to the develo
pment of clothing an
d for the producti-
on and distribution l
ogistics. So ZARA ha
s its own distribution
centre where all
products pass thru. T
hey also have a vert
ical marketing syste
m where they
control everything t
hat determines the va
lue of products itself
. The ability to
keep prices as low as
possible is therefor
e easier to achieve, a
s well as the adjust-
ment in the market.
STEP THREE: BAKING PR
OCESS
keep prices as low as
possible is therefor
e easier to achieve, a
s well as the adjust
-
The toppings can be related to ZARA. At the pie, we use the
FUN-factor, which stands for
Functionality, Usability and Needs. FunctionalityWhen customers
step into the ZARA, the customers know their way. ZARA is a
spacious
and clear shop and does have familiarized signs for different
sexes. For example: You can
find ZARA menswear at floor 1, ZARA womens wear at floor 0 and
ZARA kids wear at
floor -1. Customers easily find their way. UsabilityZARA is a
company that provides mass production. The fitting rooms are small.
Your shop-
ping partner cant wait for you in front of the fitting room, but
has to wait outside inside
the store. In that way you have to come out of your fitting room
and leave all your personal
stuff behind to show your shopping partner the clothes you are
fitting. The light in the
fitting rooms are also not good to fit clothes in. The colours
look different in real daylight.
There are a lot of fitting rooms next to each other. This is
reliant on the store sizes, for
example 20 fitting rooms. This also shows that ZARA is a mass
production. NeedsZARA customers dont get any extras while shopping.
They dont get a cup of coffee for
example or other extras.
STEP FOUR: TOPPINGSThe toppings can be related to ZARA. At the
pie, we use the FUN-factor, which stands for
Functionality, Usability and Needs. FunctionalityWhen customers
step into the ZARA, the customers know their way. ZARA is a
spacious
and clear shop and does have familiarized signs for different
sexes. For example: You can
find ZARA menswear at floor 1, ZARA womens wear at floor 0 and
ZARA kids wear at
floor -1. Customers easily find their way. UsabilityZARA is a
company that provides mass production. The fitting rooms are small.
Your shop-
ping partner cant wait for you in front of the fitting room, but
has to wait outside inside
the store. In that way you have to come out of your fitting room
and leave all your personal
stuff behind to show your shopping partner the clothes you are
fitting. The light in the
fitting rooms are also not good to fit clothes in. The colours
look different in real daylight.
There are a lot of fitting rooms next to each other. This is
reliant on the store sizes, for
example 20 fitting rooms. This also shows that ZARA is a mass
production. NeedsZARA customers dont get any extras while shopping.
They dont get a cup of coffee for
example or other extras.
STEP FOUR: TOPPINGS
-
ZARA packages their products in a ZAR
A bag. When a customer says it is a
present, ZARA will wrap the product in a
luxurious gift-box of carton. When
customers order online, ZARA ships the
ir products in a carton box with the
ZARA logo on it. They ship to their own Z
ARA stores for free. When custo-
mers choose to ship their products to th
eir home, ZARA uses standard ship-
ping costs of 3,95. When the order is ab
ove 50,00, there will be no ship-
ping cost by using the standard shipping
method. When customers chose for
an express-shipping, ZARA charges ship
ping costs of 9,95
STEP FIVE: PACKAGING
ZARA packages their products in a ZAR
A bag. When a customer says it is a
present, ZARA will wrap the product in a
luxurious gift-box of carton. When
customers order online, ZARA ships the
ir products in a carton box with the
ZARA logo on it. They ship to their own Z
ARA stores for free. When custo-
mers choose to ship their products to th
eir home, ZARA uses standard ship-
ping costs of 3,95. When the order is ab
ove 50,00, there will be no ship-
ping cost by using the standard shipping
method. When customers chose for
an express-shipping, ZARA charges ship
ping costs of 9,95
STEP FIVE: PACKAGING
-
We analysed ZARA with Recipie. From the analysis we found
different pain points, which are described below. We noticed that
ZARA overall is a company that is moving in a good direction and is
working very well. But of course there are always some points that
can be improved. These so called, pain points, cant be found in one
single step of our model, but are in different steps, namely Pie
filling, Baking Process and Toppings.
The store employeeThe analysis showed that the customers find
the personal help of store employees unne-cessary. They dont see
the direct benefit of their presence. It is not that they dont want
any advise at all, but over the years the staff was not useful
enough or involved with the buying process of the customer. This is
an important pain point of step 2 Pie filling. There are several
solutions to make the employee more valuable and appreciated. The
research at step 1 The dough already explained that ZARA feels
involved with their employees, because they find them indispensible
for their success.
The needsWhile shopping at ZARAs there are no extras that make
the shopping experience more comfortable. For example there is no
coffee or free Wi-Fi. It could make ZARA become more loved, not
only by its costumers but also by the shopping partner. The pain
point from step 4 Toppings is important for making the decision
making process easier for the customer. There are no extras yet, so
there are a lot of opportunities.
PAINPOINTS
We analysed ZARA with Recipie. From the analysis we found
different pain points, which are described below. We noticed that
ZARA overall is a company that is moving in a good direction and is
working very well. But of course there are always some points that
can be improved. These so called, pain points, cant be found in one
single step of our model, but are in different steps, namely Pie
filling, Baking Process and Toppings.
The store employeeThe analysis showed that the customers find
the personal help of store employees unne-cessary. They dont see
the direct benefit of their presence. It is not that they dont want
any advise at all, but over the years the staff was not useful
enough or involved with the buying process of the customer. This is
an important pain point of step 2 Pie filling. There are several
solutions to make the employee more valuable and appreciated. The
research at step 1 The dough already explained that ZARA feels
involved with their employees, because they find them indispensible
for their success.
The needsWhile shopping at ZARAs there are no extras that make
the shopping experience more comfortable. For example there is no
coffee or free Wi-Fi. It could make ZARA become more loved, not
only by its costumers but also by the shopping partner. The pain
point from step 4 Toppings is important for making the decision
making process easier for the customer. There are no extras yet, so
there are a lot of opportunities.
PAINPOINTS
-
The budgetOver the y
ears the customers of
ZARA paid a lot mor
e for their products.
A
basic top still costs 5
euros while a blazer
for example costs 60
euros. The
customer appreciate
s the difference in pri
ce, but there is a twis
t. There is a lack
of quality with the ch
eaper clothing. Of cou
rse the customer exp
ects more
quality for the amoun
t of money they have
to pay, but the basic
collection
should be as good as
the more expensive
collection. This pain
point can be
found at step 3 Bakin
g process when look
ing at the budget. Th
is is a pain point
because the apprecia
tion of the customer
could become better
and for that
ZARA can create a tr
ue fan base.
The usability
Although ZARA want
s its customers to fee
l appreciated and spe
cial, the fitting
rooms show that the
re is a big focus on m
ass production. For e
xample there are
numerous small fitti
ng rooms next to each
other, there is no ro
om for your
shopping partner to s
it down and relax an
d there is a difference
in the colour of
the light inside and o
utside. This pain poin
t from step 4 Topping
s is very
important because th
e customers visit the
shop for a good expe
rience. There is
no advantage for the
m going to the shop o
r shopping online. Th
e usability of the
shop should be the r
eason to visit a phys
ical shop.
The budgetOver the y
ears the customers of
ZARA paid a lot mor
e for their products.
A
basic top still costs 5
euros while a blazer
for example costs 60
euros. The
customer appreciate
s the difference in pri
ce, but there is a twis
t. There is a lack
of quality with the ch
eaper clothing. Of cou
rse the customer exp
ects more
quality for the amoun
t of money they have
to pay, but the basic
collection
should be as good as
the more expensive
collection. This pain
point can be
found at step 3 Bakin
g process when look
ing at the budget. Th
is is a pain point
because the apprecia
tion of the customer
could become better
and for that
ZARA can create a tr
ue fan base.
The usability
Although ZARA want
s its customers to fee
l appreciated and spe
cial, the fitting
rooms show that the
re is a big focus on m
ass production. For e
xample there are
numerous small fitti
ng rooms next to each
other, there is no ro
om for your
shopping partner to s
it down and relax an
d there is a difference
in the colour of
the light inside and o
utside. This pain poin
t from step 4 Topping
s is very
important because th
e customers visit the
shop for a good expe
rience. There is
no advantage for the
m going to the shop o
r shopping online. Th
e usability of the
shop should be the r
eason to visit a phys
ical shop.
-
5. QUALITY / OUTLETCONCEPT BY LIEKE
5. QUALITY / OUTLETCONCEPT BY LIEKE
-
Quality is an important core value for ZARA, just like the price
of the clothes is. It should not be that quality is handed in for
price. This is why ZARA needs to improve the quality of the
basic-line clothes. This makes it possible that the price wil l
increase a bit , because of production costs and labor costs. To
keep customers happy, ZARA wil l open an outlet store in their own
ZARA store. Like a shop in shop idea. This outlet store haves the
same core values and appearance as the normal ZARA, the only
difference is that this outlet ZARA has clothes for cheaper
prices.
All clothes from early seasons go to this outlet store. The
benefit for customers is that they have the choice to buy new
season quality clothes for a little bit more than they used to, or
to buy last season quality clothes for a little less than they are
used to. Customers dont have to wait for the sale season, because
they have the possibility to buy their ZARA clothes for a cheaper
price at the ZARA Outlet store whenever they want, all seasons.
When the sale season is there, ZARA uses the usual method. Items
are getting a discount label while they are still in the normal
store. Besi-des the sale in the normal ZARA, ZARA Outlet also
praises off items in the same way as the normal ZARA does: items
getting a discount label. Customers have the benefit that they are
having an outlet item with sale (double luck).
Quality is an important core value for Quality is an important
core value for Quality is an important core value for ZARA, just
like the price of the ZARA, just like the price of the ZARA, just
like the price of the Quality is an important core value for ZARA,
just like the price of the Quality is an important core value
for
clothes is. It should not be that quality clothes is. It should
not be that quality clothes is. It should not be that quality ZARA,
just like the price of the clothes is. It should not be that
quality ZARA, just like the price of the ZARA, just like the price
of the clothes is. It should not be that quality ZARA, just like
the price of the
is handed in for price. This is why is handed in for price. This
is why clothes is. It should not be that quality is handed in for
price. This is why clothes is. It should not be that quality
clothes is. It should not be that quality is handed in for price.
This is why clothes is. It should not be that quality
ZARA needs to improve the quality of ZARA needs to improve the
quality of ZARA needs to improve the quality of is handed in for
price. This is why ZARA needs to improve the quality of is handed
in for price. This is why
the basic-line clothes. This makes it the basic-line clothes.
This makes it ZARA needs to improve the quality of the basic-line
clothes. This makes it ZARA needs to improve the quality of ZARA
needs to improve the quality of the basic-line clothes. This makes
it ZARA needs to improve the quality of
possible that the price wil l increase a possible that the price
wil l increase a the basic-line clothes. This makes it possible
that the price wil l increase a the basic-line clothes. This makes
it
bit , because of production costs and bit , because of
production costs and possible that the price wil l increase a bit ,
because of production costs and possible that the price wil l
increase a
labor costs. To keep customers happy, labor costs. To keep
customers happy, labor costs. To keep customers happy, bit ,
because of production costs and labor costs. To keep customers
happy, bit , because of production costs and bit , because of
production costs and labor costs. To keep customers happy, bit ,
because of production costs and
ZARA wil l open an outlet store in their ZARA wil l open an
outlet store in their ZARA wil l open an outlet store in their
labor costs. To keep customers happy, ZARA wil l open an outlet
store in their labor costs. To keep customers happy,
own ZARA store. Like a shop in shop own ZARA store. Like a shop
in shop own ZARA store. Like a shop in shop ZARA wil l open an
outlet store in their own ZARA store. Like a shop in shop ZARA wil
l open an outlet store in their ZARA wil l open an outlet store in
their own ZARA store. Like a shop in shop ZARA wil l open an outlet
store in their
idea. This outlet store haves the same idea. This outlet store
haves the same own ZARA store. Like a shop in shop idea. This
outlet store haves the same own ZARA store. Like a shop in shop own
ZARA store. Like a shop in shop idea. This outlet store haves the
same own ZARA store. Like a shop in shop
core values and appearance as the core values and appearance as
the core values and appearance as the idea. This outlet store haves
the same core values and appearance as the idea. This outlet store
haves the same
normal ZARA, the only difference is normal ZARA, the only
difference is normal ZARA, the only difference is core values and
appearance as the normal ZARA, the only difference is core values
and appearance as the core values and appearance as the normal
ZARA, the only difference is core values and appearance as the
that this outlet ZARA has clothes for that this outlet ZARA has
clothes for that this outlet ZARA has clothes for normal ZARA, the
only difference is that this outlet ZARA has clothes for normal
ZARA, the only difference is normal ZARA, the only difference is
that this outlet ZARA has clothes for normal ZARA, the only
difference is
cheaper prices.cheaper prices.cheaper prices.that this outlet
ZARA has clothes for cheaper prices.that this outlet ZARA has
clothes for
All clothes from early seasons go to this outlet store. The
benefit for customers is that they have the choice to buy new
season quality clothes for a little bit more than they used to, or
to buy last season quality clothes for a little less than they are
used to. Customers dont have to wait for the sale season, because
they have the possibility to buy their ZARA clothes for a cheaper
price at the ZARA Outlet store whenever they want, all seasons.
When the sale season is there, ZARA uses the usual method. Items
are getting a discount label while they are still in the normal
store. Besi-des the sale in the normal ZARA, ZARA Outlet also
praises off items in the same way as the normal ZARA does: items
getting a discount label. Customers have the benefit that they are
having an outlet item with sale (double luck).
-
Customers can see at the price tag if they are buying an outlet
item or an item from the new season. There will be a crossed normal
price, and an outlet price in red on the price tag by ZARA Outlet
clothes.
When ZARA uses the outlet-con-cept, customers are getting more
appreciation for the store. The qualities of all ZARA clothes are
the same and customers can make a choice if they want to spend more
or less for their items.
Customers can see at the price tag if they are buying an outlet
item or an item from the new season. There will be a crossed normal
price, and an outlet price in red on the price tag by ZARA Outlet
clothes.
When ZARA uses the outlet-con-cept, customers are getting more
appreciation for the store. The qualities of all ZARA clothes are
the same and customers can make a choice if they want to spend more
or less for their items.
-
Persona Liza, 23
My name is Liza. I am 23 years old and I live
in Eindhoven. I am a law student
and I am in my 3rd grade now. Cant wait to
finish school and to go practice in
real life! When I am not at school, I love to go
shopping with my friends. Because
of my study, I cannot work a lot and that is wh
y I do not have a lot to spend. The
store where I like to shop at most is ZARA. Th
is store knows what fashion is!
Every time I am there, they have the lovelie
st pieces in store.
I also have little sister, Sarah, who is 16. She
also loves ZARA. When my mom,
Sarah and I go shopping in Eindhoven, we can
spend hours and hours in the
ZARA. Every time I fall in love with somethi
ng new, no matter what! But what I
do not like is the quality of the basic line. I h
ave a lot of black and white basic
shirt, because they are so cheap! The disadv
antage of this cheapness is the quali-
ty. The seam is loose every time. And I hate
that! When I buy something more
expensive at ZARA, the quality is good. I wis
h the quality of the products were
the same for the same affordable prices.
Last time I was there, I fitted the loveliest dr
ess that matched my long brown hair
and my light blue eyes. I fell in love directly.
The sale assistant told me that she
loved the dress at me as well. When I saw th
e price tag, I was shocked. How the
hell could this dress cost 150 euros?! I could
feel that the quality was amazing;
maybe the dress was this expensive for that
reason. I had no money for the dress
right now. The only thing I could do was wait
ing for the sale, and hoping that
nobody would fit that dress in my size. When
I took of the dress, I looked at the
price tag just one more time. This time I look
ed a bit better. What I saw was unbe-
lievable: normal price 150 euros, outlet pric
e 75 euros. What?! This was my
lucky day! The dress that I wanted SO much
was an outlet item! Hell yeah! The
dress is so perfect! I did not have to wait for
the sale season, this was a dress
from last season, and I am still rocking it!
Persona Liza, 23
My name is Liza. I am 23 years old and I live
in Eindhoven. I am a law student
and I am in my 3rd grade now. Cant wait to
finish school and to go practice in
real life! When I am not at school, I love to go
shopping with my friends. Because
of my study, I cannot work a lot and that is wh
y I do not have a lot to spend. The
store where I like to shop at most is ZARA. Th
is store knows what fashion is!
Every time I am there, they have the lovelie
st pieces in store.
I also have little sister, Sarah, who is 16. She
also loves ZARA. When my mom,
Sarah and I go shopping in Eindhoven, we can
spend hours and hours in the
ZARA. Every time I fall in love with somethi
ng new, no matter what! But what I
do not like is the quality of the basic line. I h
ave a lot of black and white basic
shirt, because they are so cheap! The disadv
antage of this cheapness is the quali-
ty. The seam is loose every time. And I hate
that! When I buy something more
expensive at ZARA, the quality is good. I wis
h the quality of the products were
the same for the same affordable prices.
Last time I was there, I fitted the loveliest dr
ess that matched my long brown hair
and my light blue eyes. I fell in love directly.
The sale assistant told me that she
loved the dress at me as well. When I saw th
e price tag, I was shocked. How the
hell could this dress cost 150 euros?! I could
feel that the quality was amazing;
maybe the dress was this expensive for that
reason. I had no money for the dress
right now. The only thing I could do was wait
ing for the sale, and hoping that
nobody would fit that dress in my size. When
I took of the dress, I looked at the
price tag just one more time. This time I look
ed a bit better. What I saw was unbe-
lievable: normal price 150 euros, outlet pric
e 75 euros. What?! This was my
lucky day! The dress that I wanted SO much
was an outlet item! Hell yeah! The
dress is so perfect! I did not have to wait for
the sale season, this was a dress
from last season, and I am still rocking it!