Alexandra Vicich

Emily Tang
Katherine Gong
Magali Venegas
BRAND POSITIONING &
Neha Jacob
Shiyue Yang
ACTIVATION
Table of Contents

01Zara Brand Vision

Strategic Direction
Recommended Brand Vision
Brand Image Assessment
Positioning Implications

02
Benefits Hierarchy
Three Positioning Statements
Positioning Evaluation
Recommended Positioning
Positioning Creative Brief

03Activations
Activation 1: Zara Reworked
Activation 2: Sustainability Summit
Activation 3: Democratizing Sustainability
Positioning Activation Metrics

2
01
Zara Brand Vision

3
Strategic Direction

1 Strengthen Zara’s reputation and brand around sustainability by expanding its product
offering to a new consumer category of sustainable shoppers.

Recognize the significance of sustainability in the fast fashion industry and foster
2 transparency, community, and trust between fashion brands, consumers, suppliers, and
community partners.

3
Invest in marketing efforts to improve Zara’s association with sustainable practices and
strengthen customer relationships via its digital communication channels.

4
Brand Vision

Credibility: High, Medium, Low

Strengths
Personality
● High quality, yet affordable collections
● Sustainable fashion practices ● Stylish
● Quickly adapts trends + product variety ● Informed
● Strong online and offline presence ● Inclusive

Rallying Cry:
Culture Self-reflection
● Customer and product obsession “Stylish attire ● I am a trendy, fashion conscious,
● Commitment to ethical and
sustainable business practices
that you’re proud and responsible shopper

to wear”
Noble Purpose Community
● Making catwalk appearances ethically ● Efforts to recycle clothing
accessible and affordable to ALL ● Research Partnerships
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Brand Image Assessment

Points of Differences Points of Parity

Zara Brand Strengths
● Rapid product ● Comparable quality
replenishment ● Short lead times and price
● Wider variety of ● Designer styles at ● Sustainable practices
styles affordable prices

Consumer Needs Consumer Needs Competitor Strengths Competitor Strengths

● Product quality ● Strong online

● Affordability channels
● Sensitive to ● Global brand
trends association

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Positioning Implications

Zara must work hard to change consumers' perceptions of its unsustainability

1. Although the brand has already taken actions to make their business practices more ethical
and environmental-friendly, these initiatives have not gained sufficient visibility due to the
brand's weak online presence and promotion.

2. To improve sustainability without compromising the brand differentiators of fast product

rotation and wide product variety, the company needs to maximize material usage efficiency
and manage the recycling of resources.

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02
Positioning

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Brands Benefit Hierarchy

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 Positioning Matrix
Position 1: Sustainable Shoppers
Target Prime-age shoppers that are socially and
environmentally conscious. Aspire to feel
fashionable while making an ethical
decision at a cost friendly price.
Frame of Sustainable lifestyle retailer that stays
Reference on top of trends.
Key Benefit Fashionable clothing that is ethically
made, eco-friendly, and cost efficient
Reasons to Join Life Collection made of
Believe eco-conscious materials; Zara Clothes
Collection Program committed to social
& environmental wellness; 100%
Eco-Efficient stores that optimize
consumption and emissions
Position 2: Quality-seeking Professionals
Women beyond 28 years old, who looks for
chic, practical, and high-quality pieces that
are suitable for everyday professional
settings.
A fashion brand that offers fashionable
casual and career wear.
Clothes that are well-manufactured and
long-lasting, with an elegant and mature
design that fits most occasions
Upgraded manufacturing process
High-quality fabric and materials;
Owning collections of simplistic, delicate,
and professional-oriented design.
Position 3: Elevated Everyday Wearers
Women ages 16-25 looking for the
perfect place to find fashionable staple
pieces for lower prices. They are always
with the latest trends.
A trendy, accessible fashion brand that
stays up to date with the hottest looks.
Can always find what they are looking for
and they are able to appear stylish for any
and all occasions.
Design process based on customer
co-creation
Ability to keep up with trends by using
time critical production
Affordable and diverse collections
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Position One

SUSTAINABLE SHOPPER

For the eco-conscious individual that aspires to feel

fashionable while making an ethical decision at a
cost friendly price, Zara is the sustainable lifestyle
retailer that delivers trendy collections that are
ethically sourced, eco-friendly, and cost efficient
made possible by its Join Life Standards, Used
Clothes Collection Program, and eco-efficient stores.

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Position Two

QUALITY SEEKING PROFESSIONAL

For shoppers looking for chic, practical and high-quality

pieces that are suitable for everyday professional
settings, Zara is a sophisticated fashion statement
that offers well-manufactured and elegantly designed
casual and career wear that fit most occasions made
possible by Zara's upgraded manufacturing process,
high-quality materials, and the existing simplistic and
professional-oriented designs.

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Position Three

ELEVATED EVERYDAY WEARER

For stylish shoppers looking for the perfect place to

find fashionable staple pieces at lower prices, Zara
is a trendy, accessible fashion brand that stays up
to date with the hottest looks for all occasions and
will always have what you are looking for, made
possible by Zara's customer co-creation design
process, time critical production, and affordable &
diverse collections.

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Positioning Evaluation

Quality-Seeking
Evaluation Criteria/Positioning Sustainable Shoppers Elevated Everyday Wearers
Professionals

Customer Resonance 5 4 3.5

Strategic Fit 4 3 2.5

Differentiation 3.5 3.5 2

Credibility 2.5 3 4.5

AVERAGE 3.75 3.4 3.4

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Positioning Evaluation Rationale
Sustainable Shoppers
Customer 67% of consumers consider the use of
Resonance sustainable materials to be an important
purchasing factor & 57% have made
changes to their lifestyles to lessen their
environmental impact (Source)
Strategic Fit Aligns with Zara’s strategic direction for
an improved sustainable impact, however
interferes with Zara’s unsustainable rapid
product replenishment.
Differentiation Rival fast fashion brands do not offer
price-conscious & eco-conscious
collections that are comparable to Zara’s
Join Life Collection.
Credibility Zara is rated average in sustainability
across varying platforms. Although they
offer quantitative data on their
sustainability initiatives & goals, they
lack transparency about it’s progress.
Quality-Seeking Professionals
Compared with young women, female customers
beyond 34 years old tend to prioritize quality
over affordability. Both young and more mature
female customers value practicality than trend
(Source)
Aligns with the vision for high product quality &
long durability; however, it does not respond to
the stylish, sustainability conscious & inclusive
brand personality
Compared to competitors H&M & Forever 21,
Zara products are of higher quality & simplistic
design & perceived to be more mature and
professional-oriented.
Zara has taken steps to ensure the physical
durability, versatility, & functionality of its
products, such as selecting resistant materials,
better dyes, & finishes. However, customers still
believe the quality is not good enough (Source).
Elevated Everyday Wearers
84% of female shoppers aged 18-34
agree that they enjoy trying new
styles & trends. 68% of them agreed
that they were mostly affordability
focused shoppers (Source)
Does not align very well with
sustainable production & high
quality, but does offer affordable
fashion trends for all.
Competitive brands struggle to keep
up with Zara’s production and ability
to produce diverse collections, but
they also offer trendy everyday wear.
Zara has proven quite successful in
offering staple pieces for affordable
prices and delivering products just 3
weeks after the design process
begins.
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Recommended Positioning

SUSTAINABLE SHOPPER

For the eco-conscious individual that aspires to feel

fashionable while making an ethical decision at a cost
friendly price, Zara is the sustainable fashion brand that
delivers trendy collections that are ethically sourced,
eco-friendly, and cost efficient made possible by its Join
Life Standards, Used Clothes Collection Program, and
eco-efficient stores.

Target Audience
Frame of Reference
Benefit
Reasons to Believe
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Creative Brief

Background Zara is a fast fashion brand that is looking to adapt its business model to be more sustainability-centric.
As of now Zara is not considered sustainable and consumers believe they are not doing enough for the
environment. The brand needs to take advantage of the demand for eco-conscious products and uphold
its commitment to people and environment.

Objective Enhance Zara’s brand perception by building trust and transparency with the consumer while creating a
closer brand linkage to sustainability.

Target Audience 24-39 y/o’s with an educated background and a desire to lessen their environmental impact, while
maintaining a fashionable sense of style and trendy status. Do not want to be seen as “irresponsible
shoppers” or contributors to climate issues.

Promise Provide ethical and sustainable clothing options that foster a peace of mind and a sense of pride for the
Zara shopper.

Support for Your Promise Curate the sub-brand Zara Reworked dedicated to reducing Zara’s environmental footprint and reducing
waste. Increase transparency by hosting and funding the first annual Sustainability & Ethical Fabric
Summit to mobilize the fast fashion industry. Launch the Democratizing Sustainability Campaign.

Key Message When the target audience see our initiatives they will think Zara is taking serious action to deliver
sustainable impact, feel proud to be a Zara shopper, and be propelled to act as a brand evangelist.
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03
Activations

18
Activation One

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Activation One

Zara Reworked will be a new sub-brand that

creates and sells one-of-a-kind refurbished
pieces: made from extra or unsold Zara
clothing, accessories, and fabric.

How-To Instructions:
Products: Refurbished pieces will be sold at a higher price point as they
require more time and attention throughout the design process. Quantities
are expected to be limited – this builds brand exclusivity and desirability

Target Customers: Sustainable Shoppers and Thrifting Enthusiasts, who are

willing to spend more for unique, one-of-a-kind pieces

Channels: Zara Reworked products will be sold exclusively online to align with
Zara's goal to reduce its store footprint and strengthen its online presence
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 Type Description Example

Corporate Brand Spanish multinational clothing company,

owner of Zara and other brands that are
less prevalent in the United States
Brand Types

Master Brand (Driver) Biggest International Fashion Brand of

Inditex

Sub-brand Zara Home and Zara Reworked derives

equity from the Master Brand to reach
different audience segments

Role Description Zara

Flagship Generates high customer awareness, share

Brand Roles

of revenue, dominant global fashion player

Flanker Zara Reworked will reach customers that

value uniqueness and sustainability –
attributes the company was previously
unable to capture

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Activation Two

Zara’s annual international summit would bring together major fashion

Sustainability & stakeholders to:
Ethical Fabrics 1. Share and evaluate sustainability progress
Summit
2. Outline future sustainability and transparency goals
3. Educate and empower people in fashion
Partners:
Consumers: Fashionistas, everyday shoppers, and influencers to
promote and spread awareness of the summit
Suppliers: Manufacturers from the Far East to receive annual training
about fabric and labor compliance
Non-profit organizations: Sustainable fashion non-profits, charities, and
research groups to educate and lead workshops
Executives: Executives from major fashion brands like H&M and Gap

Platforms/Channels: Zara’s HQ in Arteixo, Spain; summit website; Social

Media (Facebook, YouTube Livestream, Instagram, TikTok); Zoom 23
Activation Two

Sustainability & How-To-Instructions:

Ethical Fabrics ● Annual weekend summit to be held at Zara’s Arteixo HQ
Summit with hybrid (in-person/online) attendance options
● Event Details
○ 1 year ahead: Reach out to stakeholders, including
executives at fashion brands (H&M, Gap) and
sustainability groups, to partner with Zara for the
event
○ 6 months ahead: Generate marketing content and
promote event on social media and invite consumers
to attend (limited in-person and online options)
○ 3 months ahead: Begin designing/building conference
space, organizing conference flow (speakers,
workshops, etc), begin registration for the event

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Activation Two

Zara’s greatest partners are its customers. How can Zara engage with their partners’ passion for the
environment through the summit?

Day of Summit: Release Zara’s ‘Green Future’ geotag and

encourage partners to be their own fashion influencers by sharing
the tag on social media, posting their thoughts on sustainability
workshops, and chatting in a forum on the summit website.

○ Zara can repost their fans: sharing social media posts,

stories, and interviews can demonstrate that Zara is
paying attention to what consumers are saying and is
carrying over its culture of customer co-creation to its
sustainability efforts.
○ Zara can award a Summit Sustainability Certification: by
creating an educational ‘curriculum’ of sustainability
workshops to attend, Zara can appeal to its partners’
desires to learn and empower them to continue educating
themselves in green fashion.
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Activation Three

From Democratizing Fashion to

Democratizing Sustainability

Why? Sustainable clothing is currently not inclusive or accessible

Product: Zara will recreate its first ever collection made of 100%
sustainable materials to mark new beginnings and their
commitment to a more sustainable future. The collection will be
cost-friendly to honor its value of democratizing fashion.

Target Customer: Price-conscious and sustainable shopper looking

to make a purchase impact at a cost effective price.
Zara 1975

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Activation Three

How to Instructions

Production: Zara can leverage the Join Life Standard

manufacturing process to recreate the collection with
sustainable fabrics.

Digital Campaign: Promote collection on website landing page

and showcase a series of Instagram photo posts and reels
highlighting the timeless garments, how the pieces were
made, and explaining what Democratizing Sustainability
means to Zara.

Runway Show: The reel snippet will feature models walking

down the runway revealing the “Democratizing Sustainability”
collection and launch date.
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Positioning Activation Metrics
Zara Reworked
Expected A permanent aspect of Zara that
Impact directly decreases fabric and
clothing waste while reaching new
customers who value sustainability
Metrics 1. Amount (lbs) of fabric waste
reduced within the first year
of launch
2. # of new customers acquired
with new sustainable
approach
Sustainability Summit
Substantial & measurable
improvement in reaching and
spreading awareness of Zara’s
sustainability goals
1. # of summit attendees
2. %↑ in sustainable products sold
3. % reduction in carbon emissions
4. % engagement on sustainability
content
5. # consumer influencers and %
media engagement
Democratizing Sustainability
Campaign
Re-integrating and establishing
sustainability into Zara’s clothing
production process: showcasing
dedication towards long term
change
1. # of impressions generated
after release of campaign on
social media
2. Conversion Rate of buying
consumers following campaign
3. Brand perception surveys
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THANK
YOU !
Alexandra Vicich
Emily Tang
Katherine Gong
Magali Venegas
Neha Jacob
Shiyue Yang