NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD

Integrated Marketing Communication

JURY PRESENTATION BY / PRANEETHA + HARITHA + VAISHAALI + VAISHNAVI

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MASTER OF FASHION TECHNOLOGY, 2022-24 IMC / JURY

Brief
Brief 2: Assignment 2 to be extended: add Execution strategy with actual prototype
developments of all concepts.

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 IMC / JURY

Introduction
"Integrated Marketing Communications (IMC) is the
coordination and integration of all marketing
communications tools, avenues, and sources within a
company into a seamless program that maximizes the impact
on consumers and other end users at a minimal cost.”

(Clow and Baack, 2004)

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 Tools of IMC
IMC / JURY

01 Advertising 05 Direct Marketing

02 Sales Promotion 06 Digital Marketing

03 Public Relations (PR) 07 Events/Experiences

04 Personal Selling 08 Mobile Marketing

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 IMC / JURY

In Transmedia Storytelling, elements of a story are dispersed

systematically across multiple media platforms, each making
their own unique contribution to the whole.

It's for the purpose of creating a unified and coordinated

entertainment experience.

(Henry Jenkins)

Transmedia Storytelling
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 IMC / JURY

- Established in 1975, Spain

- Founders: Amancio Ortega & Rosalía Mera
- Parent Co: Inditex
Zara is known for its fast-fashion model, which allows it to quickly
respond to changing trends and bring new designs to the market. The
brand offers a range of affordable, stylish clothing & accessories for
men, women, & kids.

(https://www.zara.com/us)

Introduction
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 IMC / JURY

Demographic: 18 -40, Man/Woman/Kids, Mid Range Income

S Psychographic: Those who like to be trendy and stylish affordably.
Geographic: 96 Countries

Customers interested in latest fashion trends & want to buy high-

T quality, stylish clothing at affordable prices.

Fast-fashion brand that offers trendy, fashionable clothing at

P affordable prices. / New designs in stores every 2 weeks.

(https://www.edrawmind.com/)
STP
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Conceptual IMC Strategy
IMC / JURY

Zara, no doubt, is a fashion retail leader, globally. However,

one aspect holds it back, making it unable to tap into its
potential in Indian market.

We conducted a survey and the observation:

- helped us draft the core messaging
- set the direction & tonality for the campaign
- inspired the designs

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Survey Insights
IMC / JURY

37.8% / curvy 24.3% / no

24.3% / athletic 75.6% / yes +

to some extent
21.6% / plus size

16.2% / thin
ZARA offers wide range of sizes
Body Types for India Body Types?
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 IMC / JURY

24.3% /
27% / accurate never
35.1% /
inconsistent 45.9% /
frequently

29.7% /
8.1% / too big 29.7% /
sometimes
too small
ZARA Sizing
Faced issues finding
clothes that 'fit'?

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 IMC / JURY

91.75 / yes + to some extent

25/37
Women Would like more sizes for Indian
Body Type?
Return due to Sizing?

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Point of hesitation = Not being able to cater well to the

Indian body type and shape.

Campaign Theme = Embracing all body sizes, ZARA for Indian

body-types. Inclusivity & Empowerment.

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 IMC / JURY

To build & polish the brand image of ZARA, make it more

appealing to the Indian audience.

- Social Change: Normalising & empowering all kinds of

body shapes; and making women with unconventional
‘Indian’ body types seen.

- Inclusivity: Acknowledging ZARA being more size

inclusive and catering to the Indian women’s body type.

Marketing Message
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 IMC / JURY

Why? To shift consumer’s perspective + spread awareness that

ZARA is size-inclusive / suitable for the Indian body type.

To whom? Indian women who want to look

stylish & trendy affordably.

Objectives
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 IMC / JURY

What? ZARA has trendy and high-quality clothes but for a certain,
western, body type.

What? ZARA is size-inclusive and suitable for

the Indian body type.

Objectives
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Tools & Mediums
IMC / JURY

01 Advertising Digital Banner Ad

02 Sales Promotion Instagram & Facebook Ad

03 Public Relations (PR) Billboard & Magazine

04 Social Media Marketing Magazine Mention

05 Digital Marketing Workshop/Session

06 Mobile Marketing In-App Pop-Up Banner 16

 Digital Banner Ad
IMC / JURY

Banner Size: 300 × 600px / Half Page (Standard size, Google Adsense)

Placement: Top-Right / Space close to main content.

Components: ZARA logo

Value Proposition: ZARA for Indian Bodies
CTA + Button for CTR: Shop Now

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Mock-Up:
 Ig + Fb Ad Magazine Ad
Post Size: Type:
1080px Width; 4:5 Aspect Ratio. Full-Page

Caption: Size:
ZARA women for India & 27.3 cm Height & 19.7 cm Width.
all its shapes & sizes. (Standard)

Hashtags: Components:
#zarawomen #zaraindia #sizeinclusivity Concise Copy + Striking Visuals
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Mock-Up:
@ZARAOFFICIAL

ZARAOFFICIAL
ZARA women for India &
all its shapes & sizes.
#zarawomen #zaraindia #sizeinclusivity
Mock-Up:
Billboard Ad
IMC / JURY

Type
Digital Billboard

Locations:
T-1 Cities Hotspots
Mock-Up:
Magazine
Mention
ZARA can land a magazine
mention of the brand and its
new campaign. The article
could: revolve around its new
approach, goals, purpose etc.
Mock-Up:
 Stylist Session
IMC / JURY

Type: A workshop/session on styling for different body types.

Focal Pt.: Celebrity Stylists & Personalised nature

Execution: Workshop/session on styling according to their body types.

Celebrity stylists could style the customers, help pick clothes, &
give style advice on building their personal wardrobes.
Customers could get a discount of 50% on suggested products.
A photo-booth + music.

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 In-App Pop-Up
IMC / JURY

Type: In-App pop-up banner.

Focal Pt.: Highlights the 'Stylish Session' event as part of the ZARA for Indian
bodies and sizes campaign.

Components: Event Info: Celebrity Stylist + Offering

CTA: BOOK NOW + (X) Dismiss Banner

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Mock-Up:
 NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD

Thank You.

PROTOTYPE IMAGES CREDITS: SANSKRATI JAIN ON BEHANCE / ‘UNLIKELINESS’

JURY PRESENTATION BY / PRANEETHA + HARITHA + VAISHAALI + VAISHNAVI