SPACE AND MATERIALITY

JURY
Karthiga S
FASHION COMMUNICATION (2020-2024)

WINDOW DISPLAY
 ZARA
Zara SA, stylized as ZARA,
is a Spanish apparel retailer
based in Arteixo, A Coruña,
Galicia, Spain. The
company specializes in fast
fashion, and products
include clothing,
accessories, shoes,
swimwear, beauty, and
perfumes. It is the largest
company in the Inditex
group, the world's largest
apparel retailer.
Since the beginning of its establishment, the main idea of
​​Zara is to make luxury products accessible to
everyone. Thus, they managed somehow to democratize
luxury manufacturer of products inspired by the evolution
of fashion. With this policy, Zara is now an industry
capable of offering trendy products at affordable prices.
On the other hand, it is a company that wants to be close
to young people. Also, this desire is felt in its recruitment
policy. Zara young employees with styles very marked
fashion. However, Zara understands what exactly the
customers need and respond to their needs very quickly.
That’s the main secret of Zara, which gives them a
competitive advantage.

VISION
To be number one fashion retailer.

MISSION
The world is getting smaller; we want the whole world to
dress in style, class, and experience unique designs weekly.

OBJECTIVES
The main objective is to increase the customers’ demand
and satisfaction, by giving them the chance to experience
new unique designs weekly.
Strategy of Zara

All functions are centralized at Zara in La Coruña (design,

marketing, and communication), enabling cost control and
responsiveness. The competitive advantage of the company
based on three factors: quality items, reasonable prices and
very short response time.

Creating and marketing

The degree of development of Zara is quite low, they copy

the haute couture models: 40 researchers to attend fashion
shows around the world and retain the ideas of top
designers to fit the model Zara.

About 11000 models are available per year, while other

competitors have around 3,000 models. The Spanish firm
has 12 collections a year, which is huge in this sector.
Communication is minimal because Zara is about 0.35% of
its turnover, in contrast to other textile companies who
spend 3-4% on average. This reflects the lack of advertising
campaigns and the consolidation of the communications
department at Corunna. The group’s websites are in English
or Spanish, you cannot buy over the internet which reduces
the cost of site management. Their philosophy is: “No
Marketing”, “no communication”.
Competition

Zara cannot afford to operate in an extremely competitive

market. So it must offer products of superior range by
responding quickly to customer requirements and desires.
Therefore, the distribution is important because it
represents up to half the cost of the product, which means
that the competitive advantage is created by low
distribution costs.

Marketing and sales

Signs are open in the inner cities in order to compete with

more expensive brands, being present in the very
neighborhoods merchants in large cities. Stores are proper
name, there are no deductibles Zara. The level of inventory
turnover is very high; the shops are stocked twice a week,
which creates a certain image of scarcity that can attract
customers who do not hesitate to come to Zara quite
frequently in order to discover the new collections of
articles.
ZARA Window Displays

Besides the lot of different interesting facts about ZARA,

the most amazing thing for me is that they actually do not
have any advertisement. However this is wrong! ZARA
indeed does not have any printed advertisement such as
posters or brochures, but they promote themselves through
their display windows. So how can they be so successful
only with a few windows that just show some of their
clothes?
Definitely ZARA sets their focus on the second
characteristic of display windows. They want to attract the
customers to the store, because this is the only
advertisement for them. Instead of paying a lot of money for
printed advertisement they invest this money and a huge
amount of time into the design of the display windows. It is
not just a way of presenting the most outstanding pieces of
their new collection. For ZARA the display windows are a
way of powerful communication to the customer.
 Special teams of designers try to invent new shop-window-
looks there and analyze how the store windows will look like
on a bright day or at night. This display unit is called
“Fashion Street” and is similar to a laboratory, where store
constructions, window displays, and merchandising are
evaluated and tested. Once a shop window design is
approved, they are sent out to the stores. Paris as well as
New York and also Berlin-all stores worldwide have to adapt
to the chosen display window design. However the product
line can be different from store to store, but the window
designs have to be the same everywhere.

So now we know how ZARA creates the shop windows. The

whole process shows that it is very significant for them to
find the best designs and that they put a lot of work into it.
Apparently this is the right way. ZARA sells a lot of clothes
and is therefore very successful. Thus for them it works out
not to print any advertisement but use the shop windows as
a special product for their advertising.
ZARA Displays
 Rough sketches, Props
and Handicrafts
Ideation 1

Black frames

Metal
frames

Kirigami
Pedestals Metal and glass balls
 Ideation 2

Kirigami

Wood cutouts

Glass and
metal balls

Black frames Metal frame

Process of Window display
IDEATION 2 - SELECTED

PROPS AND HANDICRAFTS

1
Black frames

These black frames

were cut out from
cardboard and
covered with black
paper and glitter
foam.
The original idea for
the display is to
replace the
cardboard with metal
black frames
decorated with
glitter sheets
2
Metal frame

The Handicraft
mentioned here are
METAL CRAFTS, the
purpose is to crave
out the details in the
frame to give a Rich
look

METAL CRAFT

Metalcraft is useful around the

home and garden. It's not just
for wrought iron projects. With
Metalcraft you can make
brackets, clips, straps, special
fasteners and sort those tricky
repair jobs around the house.
For the garden you can make
fences, gates, trellis and
supports for plants and trees.
3
Glass Ball and
metal balls

These balls and crystals are kept as a decorative

prop but the glass ball has some details in it, we
can see the globe carved in the glass ball, with
glass carving technique.

GLASS CARVING

Sandblasting is sometimes known as sand

carving or sand engraving. ... Skilled glass
engravers will use hand-cut stencils and a
mixture of techniques such as sandblasting
with the drill technique to create some very
interesting results.
4
Kirigami

Kirigami is a variation of origami, the Japanese art

of folding paper. In kirigami, the paper is cut as
well as being folded, resulting in a three-
dimensional design that stands away from the page.
Kirigami typically does not use glue.

5
Wood craft
This prop is a decorative
hanging prop where
wooden cutouts were used
and covered with Foam.
This technique is called as
Wood craft as the small
wooden pieces are used
make creative things and
used as a prop.
WINDOW DISPLAY
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