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This article from Drapers Record shows the new store concept that Zara have adopted. The concept includes ACP and self-service tills.

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18.12.20
This is my first draft of my content plan.

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SECONDARY RESEARCH -Technology & Innovation in Activewear.

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SECONDARY RESEARCH -Technology & Innovation in Activewear.

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EDITED report - 18.12.2020
Reports the change in active activities since lockdown. Statistics show that outdoor activity has been increasingly popular due to gym closures. This gives me ideas of material required for outdoor exercising which could be a focus for AW.

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SECONDARY RESEARCH - How to update bestsellers with trend driven detailing. 

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SECONDARY RESEARCH - How to update bestsellers with trend driven detailing. 

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WGSN report AW21 - 18.12.2020
Showcases key core pieces for activewear AW21/22.

I used this research in my WGSN analytics to show items that I have incorporated in my collection based on upcoming trends.

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Drapers Record - Inditex Performance in 2020.

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Drapers Record - Inditex Performance in 2020.

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This article from Drapers Record shows how the Inditex group have performed in 2020. The profit shows how the retailer have adapted to the changes in the industry since the pandemic.

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I went to the Inditex website to gather information about the fashion retail group as a whole and study their history for my brand summary. It is very clear that from the start of the Inditex journey they have always been renowned for their fast reaction to new trends emerging and consumer wants.

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Has sido redirigido a esta página. El contenido al que intentas acceder no está permitido para tu IP

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This source allowed me to find out the zara.com traffic analytics. These statistics are based on December 2020 and have showed me the total traffic to date, and global statistics such as which countries are visiting the website more.

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Total Visits 102.65M 3.64%

Avg. Visit Duration 00:07:21

Estimated Data Verify Your Website

Traffic Sources for zara.com

Traffic Sources Find out which are the main sources of desktop traffic for zara.com.
December 2020 analysis

zara.com's marketing strategy is focused on Direct with 48.49% of traffic coming from this channel, followed by Search with 43.84%

On desktop

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Total Visits 102.65M 3.64% Avg. Visit Duration 00:07:21 Estimated Data Verify Your Website Traffic Sources Find out which are the main sources of desktop traffic for zara.com.December 2020 analysis zara.com's marketing strategy is focused on Direct with 48.49% of traffic coming from this channel, followed by Search with 43.84% On desktop Get Full Comparison with SimilarWeb Pro Outbrain has been using SimilarWeb for over a year and it's been instrumental for our ability to analyze our competitive environment, benchmark our performance, keep track of industry trends, and generate new leads.

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STRENGH- GlobalData - Multi Channel Selling

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STRENGH- GlobalData - Multi Channel Selling

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This analysis from GlobalData shows Inditex's strength of multi-channel selling. The retail group sell merchandise across multiple platforms; bricks and mortar and e-commerce.

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This report shows Inditex's financial status in for the third quarter of 2020. It advises that they have seen outstanding progress despite the current health crisis. Store sales are progressively improving and online sales have increased 76%.

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This presentation backs up the information from the financial report and shows the statistics in more detail.

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This link provides information about the RFID technology that Zara have introduced into their stores. This technology provides the retailer with instant information about where a garment in demand by the customer can be found rapidly.

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Zara, the first Inditex brand, prides itself on bringing up-to-the-moment fashions to its customers, at the right place and moment.

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This link provides information about the Zara design process. Advising that it takes them only 3 weeks to get designs into stores, which is a lot faster than a traditional lead time.

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Our design teams of over 700 highly talented individuals translate the desires of our customers into the fashion in our stores.

This demands more than just raw creativity. It also requires accuracy, attention to detail, analysis, instinct, insight and simple human empath y - because our designers have to know and understand our customers inside out. To do so effectively they must sense changing trends and listen to daily feedback from our stores and sales teams.

With new styles arriving in stores twice a week, our designers must show extraordinary flair and ingenuity. It usually takes just 3 weeks from drawing board to store.

Underlying all these skills is the recognition that making responsible fashion begins at the drawing board. Our designers understand their role in delivering this and they make sure that our garments' future life, in the hands of customers and beyond, is considered during the design phase. That is why 100% of our designers have been trained on circular design principles, as committed with Global Fashion Agenda.

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Our design teams of over 700 highly talented individuals translate the desires of our customers into the fashion in our stores. This demands more than just raw creativity. It also requires accuracy, attention to detail, analysis, instinct, insight and simple human empath y - because our designers have to know and understand our customers inside out.

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This report is about Inditex closing some of their stores to allow a technology upgrade plan to boost online operations.

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Zara do not invest in much marketing materials due to all countries having different price points. They only advertise sales and new store openings. This is a weakness because competitors do advertise heavily.

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KEY TREND -  EDITED - Womenswear: 5 Insights into the Sports Bra Market.

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KEY TREND -  EDITED - Womenswear: 5 Insights into the Sports Bra Market.

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I used this source to look for some key trends that are set to be popular in AW 21/22. This is where I found research into the seamless fabrication trend. This trend has been popular for some time now with brands such as Gymshark and Fabletics. The reasoning behind its popularity is down to the comfort this fabrication allows whilst performing exercise.

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KEY TREND - EDITED - How the Activewear Market will be different in 2021.

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KEY TREND - EDITED - How the Activewear Market will be different in 2021.

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This source backed up my key trend about incorporating embossed designs onto activewear garments, instead of traditional patterns and block colours.

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I used this to show the importance of retailers exploring the activewear market.

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WGSN article - 18.12.20.

I used this WGSN report as a source for the key trend of using a mixture of natural colours and digital colours to create transeasonal pieces and a harmonious effect.

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KEY TREND - WGSN - Womens Active Apparel.

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KEY TREND - WGSN - Womens Active Apparel.

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I used this source to research some of the key trends for AW 21/22. From this source I selected the use of multi-use garments like bodysuits that could be used for activewear but also for lounging and going out in the evening.

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I reference this source in my INP because it speaks about the importance of digital colours, specifically hues of blue. The reason why these colours are going to become popular is due to the digital age that we now live in.

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I have referenced this in my INP because I wanted to show how my core colours for my AW/21 collection have been key colours in previous A/W seasons.

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I used this in my INP to show zara's current colour palette. Due to a large variety of garments they do make sure of a lot of colours. However primarily use more blacks, greys, white and beige tones.

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FABRIC - Technology & Innovation In Activewear - EDITED

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FABRIC - Technology & Innovation In Activewear - EDITED

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This EDITED report applied me with analytics to back up the increase of use in fabric technology in activewear. It speaks about moisture-wicking and reflective design.

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FABRIC - Insights into Sustainable Activewear - EDITED

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FABRIC - Insights into Sustainable Activewear - EDITED

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This Edited report backs up my choice of fabrics that I will be using in my collection. Alongside this it applies me with numerical analytics that back up my decision to use them in my collection.

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I used this in my assignment to back up why I believe that the all in one piece will sell well. After their Contour collection performed so fantastically last year.

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I decided to put this in my assignment to show the assortment mix for Zara's current collection.

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EDITED - ASSORTMENT MIX - ACTIVEWEAR H&M AND ZARA

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EDITED - ASSORTMENT MIX - ACTIVEWEAR H&M AND ZARA

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These assortment charts show the current garments which fit into the activewear sections for both brands.

Zara's items are predominantly cycling shorts, joggers and footwear, but they are not advertised as an activewear collection, more just for fashionable purposes. Whereas H&M do promote activewear and have more of an assortment.

This helped me decide which items are important to include in my range.

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I used this as an example of competitor pricing.

Gymshark are one of the main competitors for this collection because they are current pioneers in the activewear market.

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Women's Gym Clothing | Gym & Fitness Wear | Gymshark UK

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Every woman can find the Gymshark clothes for their workout wardrobe. Created to make you look great, feel fantastic and perform at your best, there's a lot more that goes into your best leggings than material.

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I used this as an example of competitor pricing.

BO+TEE are a key competitor to watch for this collection as it is a brand extension of OhPolly.

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Women’s Activewear, Gymwear and Athleisure | Bo&Tee

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Get ready to own your next workout in Bo&Tee. Shop our unmissable selection of gymwear including sports bras, crop tops, leggings and shorts. Shop all women’s activewear and loungewear now.

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I used this as an example of competitor pricing, due to great response they get on social media.

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More than 1 million customers already trust in Women's Best! Discover our high-quality sportswear & premium sports nutrition specially for women!

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I used this source to help me decide which type of consumer Zara customers are. I found that they are typically ASPIRANT consumers with a focus on the 'Trendies' when going into further detail.

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Living for the moment, Aspirant Tribes know the look, music and lifestyle they want - and will spend big in order to get it! Attuned to what's happening in Leading Edge circles, it's about keeping up with what's cool but without all the hard work of creating it themselves. These Tribes will be found in Student Unions across the UK, from UE to Loughborough.

Social butterflies, they are spending summer holidays hitting the festival circuit - from Bestival and Secret Garden Party in the UK to Croatia's Outlook and Serbia's Exit festival. Whether it's the latest pop-up, food truck, concept store, art gallery or nightclub, they want to be the one to have seen it first - and post it on social media. Experience seeking drives the Aspirant segment, and introducing the newest fashion and music to their friendship group motivates Tribe members.

From the ubiquitous gap year alpaca jumper, to the MacBook Pro, Ugg boots and Hershel backpack, Aspirant Tribes are big consumers with strong brand affiliations. Brands trying to crack the Aspirants need to work hard to prove their cool credentials. They need to be in the right place, at the right time, with the right people - although appealing to them may be challenging, those who do are rewarded with surprising brand loyalty.

Trendies

Trendies are driven by beautiful things and beautiful people, Trendies love fashion and are always looking for the next big trend!

They're the biggest outwardly 'brand-me' Tribe - they're universally aspirational in fashion and music, both offline and online.The rise of Mainstream Brand Me behaviours and fast fashion means the Trendies are still going strong and are one of the biggest Tribes on the map in 2015. Their influence is if anything growing, as more and more Trendies lean towards vlogging and sharing their super-soft-focus, Instagrammable lives online - inspiring younger teens to live a perfect life.

Vloggers
Vloggers and Bloggers are at the heart of today's Tribal map - inspiring a whole generation how to live.
In 2012 Tumblr Kids joined the map - by 2015 Vloggers are one of the most familiar and famous Tribes in the UK. A catch-all Tribe to describe young people that are vlogging, blogging, tweeting and instagramming their lives, attitudes and values online; they aren't creating culture and new social norms (bar those with 1M+ followers!) but are having a huge impact on youth culture today.

New Casuals

New Casuals are football mad lads with a love of underground club music and understated fashion - but will move to the next thing once it becomes predictable...

Hypebeasts

Urban and Skater inspired, US-rooted breed of New Casual - who love Hip-Hop and electronic, niche knowledge, luxury sportswear and limited editions.

Hypebeasts are a new breed of New Casual/Hipster- obsessed with the aspirational Urban lifestyle and the brands that go with it. With a thriving online culture, key icon products and their own language (Bump, OG, Grail, Wavey...) they are thriving - but bitchy too!

New Casuals
The New Casuals are unchanged on the map - think twenty-something, understated lads that consciously maintained low-key style from Norse, APC and Folk.
Their hate of hype and broadcasting their lives makes them polar opposites to the Hypebeasts! While they share a love of music, festivals, fashion and footy - the Hypebeasts are all about niche language, products and 'getting in there first'.

Hipsters
It's been a long time coming - but the Hipsters are firmly out of the Leading Edge, and are getting younger by the year.
Poor Hipsters! Since 2012, they took over being the vilified Tribe from the Chavs - synonymous with being 'try hard' and vacuous at a Tribal level, but receiving derision from wider British culture too (even your dad knows what a Hipster is in 2015!).

As authenticity became a key tenet of youth culture and the Hipster look was disseminated to teens via Primark; the iconic skinny jeans, glasses and obsession with Bergheim made the Hipsters a stereotype and an insult for the original Hipsters (most of whom have now aged out of the Tribes model).

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Living for the moment, Aspirant Tribes know the look, music and lifestyle they want - and will spend big in order to get it! Attuned to what's happening in Leading Edge circles, it's about keeping...

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Using Acorn I was able to find a profiling which fit with the target audience.

Key points I picked out were:
- These consumers are starting out in new homes.
- They live in towns on the outskirts of cities.
- They have a higher household income than the average just due to there being two full time salaries.
- Usually order things online.

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EDITED - IS FASHION REALLY BECOMING MORE SIZE-INCLUSIVE?

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EDITED - IS FASHION REALLY BECOMING MORE SIZE-INCLUSIVE?

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This report from Edited shows data on new in items, with a focus on inclusive lines. I used this in my customer profile on 'fashion needs'

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edited is fashion really becoming more size inclusive

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This was primary research that I did to get more information about the Zara customer. I found this really helpful when creating the customer profile.

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Create and publish online surveys in minutes, and view results graphically and in real time. SurveyMonkey provides free online questionnaire and survey software.

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This survey was really interesting and provided me with lots of information about Gen Z and Millennials and how they shop. I used this for my customer profile.

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I created this survey and used it to create my customer profile. I gathered vital information about their fashion needs and shopping habits.

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Create and publish online surveys in minutes, and view results graphically and in real time. SurveyMonkey provides free online questionnaire and survey software.

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FORBES -  What's The Best Time To Share Social Content?

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FORBES -  What's The Best Time To Share Social Content?

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I used this article to decide the best time to post teasers on Instagram to gain the most engagement.

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Doug Chavez is VP of Marketing at RadiumOne, which built the social sharing platform Po.st.
There seems to be an optimal time for everything - from eating and napping to working out and communicating with friends. Timing affects the way we all behave in day-to-day interactions, whether we are conscious of it or not. And the same proves to be true for social sharing.

After examining the social sharing data from 10,000+ publishers, data from RadiumOne's Po.st show that not only are there peak times for social sharing in general, but there are also different peak times for click backs, for sharing to certain social platforms, for sharing on different devices and for sharing based on user geography.

Research highlights include:

There are two peak sharing times during the day: First between 10 a.m. and noon and then again between 8 and 10 p.m.

The worst time to share an article, if your goal is to maximize clickbacks, is between 9 and 11a.m.

Sharing and clickbacks remain consistent from 1- 6 p.m.

The hours between noon and 2pm see the most shares with the highest clickback rates.

During peak hours, not all content is shared equally. The top five verticals include:

Also, the Po.st team found that different social channels like: Facebook, Pinterest, Twitter, Google+ and email, have a particular time when sharing is at its peak. Ranging from early in the morning to late at night, here is how the channels stack up:

Best Times for Sharing on Social Channels:

We found it fascinating that these times differed so dramatically from channel to channel, and deduced that peak sharing times may correlate with the amount of time needed to engage with a particular social channel. For example, Twitter is a social tool that requires very little time to use, it is much easier to send a quick 140-character tweet out during or after lunch than to carefully curate visually-driven boards on Pinterest. When people have more time to dedicate to the channel, like at the end of their workday, they tend to share and create more thoughtful content on social networks like Facebook and Pinterest.

Peak sharing times shift across the globe as well. Here are the peak times for sharing content, by country:

United States: 9 a.m is Highest Share Count, 1 p.m. Most Clickbacks

Great Britain: 6 p.m. is Highest Share Count, 4 a.m. Most Clickbacks

France: 12 p.m. is Highest Share Count, 5 a.m. is Most Clickbacks

India: 12 p.m. is Highest Share Count, 11:30am is Most Clickbacks

One thing to note is that these numbers vary dramatically across the globe and while there may be cultural factors at play, this data reflects the times when people are currently sharing the most. This does not necessarily mean it is the best time to share content. Since so many people may be sharing at these times, it may make it more difficult to cut through the noise and actually reach people during these times.

The fact that the highest times for clickbacks does not directly match the peak times that people are sharing content, means that people are dividing their days into times when they are sharing content and times when they are engaging with content. In the U.S. people are sharing content in the morning but actually engaging with content and clicking through during lunchtime.

The RadiumOne team also examined trends in peak sharing times and clickbacks across different devices like mobile phones, tablets and computers. Here is what they found (all times are PST):
Mobile:

Highest Sharing at 10 p.m., lowest Sharing at 4 a.m.

Highest Clickbacks at 9 p.m., Lowest Clickbacks at 4 a.m.

Tablet:

Highest Sharing at 1 p.m., lowest Sharing at 4 a.m.

Highest Clickbacks at 9 p.m., lowest Clickbacks at 4 a.m

Desktop & Laptop Computer:

Highest Sharing at 9 p.m., lowest Sharing at 4 a.m.

Highest Clickbacks at 4 a.m., lowest Sharing at 4 p.m.

The Analysis
As indicated by the research above, social sharing has distinct peaks and valleys throughout the day. During the mid-late morning, peak sharing may align with people finishing projects at work and having some lag time before lunch. In these hours, they are able to access their favorite content on the web and quickly pass it along to their social connections. Social sharing also ramps up from 8-10 p.m. This could be because people have gotten home from work, have eaten dinner and are beginning to settle in for the night. With the day behind them, social influencers can explore content published throughout the day and share it with friends.

The fact that 12 p.m.-2 p.m. sees the most shares with the highest clickbacks indicates that publishers should post and share their content when readers are on their lunch breaks. During this time, not only do users go back to review what has happened so far in the day and take a look at trending content, but also share content with others.

The ultimate take away from Po.st's research is that timing is key. Publishers need to observe what is happening on their own sites and monitor when their audience is most actively involved in viewing and sharing content. The Po.st network as a whole paints a general picture of when content is most shared and most viral, but that is not to say that peak times will be the same for every site. Just as peak sharing time varies by social network, geography and device, it will also vary by publisher. It is important for publishers to check analytics dashboards to receive detailed insights about their audience and their online habits. Social data observance is necessary to construct a content marketing strategy that takes full advantage of social media.

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What's The Best Time To Share Social Content?

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Guest post written by Doug Chavez Doug Chavez is VP of Marketing at RadiumOne, which built the social sharing platform Po.st. Doug Chavez There seems to be an optimal time for everything - from eating and napping to working out and communicating with friends. Timing affects the way we all behave in day-to-day interactions, [...]

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I decided to choose H&M activewear as a competitor because they have presence on the high street and sell activewear.

I went on to their website to research the following:
-Navigation
-Pricing structure
-Product availability
-Product display
-Promotions
-Product background

I also looked at their Instagram profile as this is very important for the target market of gen z and millennials.

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H&M | Online Fashion, Homeware & Kids Clothes | H&M GB

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H&M is your shopping destination for fashion, home, beauty, kids' clothes and more. Browse the latest collections and find quality pieces at affordable prices.

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I decided to choose BO+TEE as another competitor as this is a brand extension from OhPolly and this is very relevant to the future milestone I hope to have with the Zara collection.

I went on to their website to research the following:
-Navigation
-Pricing structure
-Product availability
-Product display
-Promotions
-Product background

I also looked at their instagram profile to see how they engage with their consumers.

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Women’s Activewear, Gymwear and Athleisure | Bo&Tee

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Get ready to own your next workout in Bo&Tee. Shop our unmissable selection of gymwear including sports bras, crop tops, leggings and shorts. Shop all women’s activewear and loungewear now.

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I started my initial planning. I knew I wanted to do something with activewear as this is a market I am passionate about. I started off by thinking about doing a range extension for Gymshark, but when doing more research I realised that the brand have everything I wanted to do and this would be too challenging to think of something new and innovative and it could cause issues when creating my range plan.

Therefore I decided to pick a brand that do not currently have activewear available and do a brand extension into the market. I chose to look at Zara as they are popular on the high street and I think it would sell well in the current climate, with activewear on the rise due to the pandemic.

After this I started by Brand research. I wanted to make sure they didn't already do activewear. When researching the brand in more depth I came to realise that they don't have a wide range of sizes available. Inclusivity is becoming more crucial for brands to provide and shout about, therefore I decided an activewear range with a large range of sizes would be a perfect concept.

For my brand summary I used the Zara and Inditex websites to get information on their history. I used Drapers and Global Data to understand their current market position.

I have ended this week very optimistic about my INP concept.

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During week 2 I planned to start my SWOT analysis, Customer profile and my competitive shop.

I started off my looking at my SWOT analysis and started to struggle with this section, I am not sure as to why I just felt I had hit a bit of writers block. Therefore I decided to change my plan and look at planning my range plan. I felt like this would help me understand my customer profile and competitive shop more once I had finished my range plan.

I started to look at WGSN for ideas of new innovative ideas to update key activewear items. This is when I decided that I wanted to focus predominantly on core activewear items such as crop tops, leggings etc. This would then allow the range to grow if it sold well.

At this point I also completed my inspiration board, which was focusing on inclusivity. I want the collection to reflect happiness and this is what inspired me to create this range.

In week 2 I also looked into my key colours and fabrics. I decided not to include any patterns block coloured activewear is much more popular - this is another way the range could grow in the future.

After doing lots of colour research I decided that I wanted to go down the route of mixing natural colours with digital colours. I felt this would suit Zara's current colour mix well, having mostly natural shades with a pop of bright colours as this is what is very popular in the current market.

I really enjoyed researching the key fabrics, this was probably my favourite part about the INP because there is a lot of garment technology in activewear to make sure it is sweat-wicking and breathable for exercising in. I watched lots of informative youtube videos and read lots about the benefits of certain fabrics and this was what lead me to choose the fabrics I chose.

At this point I decided on the 'Z' reflective logo for the garments - I was very proud about this as I started to feel like I was understanding what direction my range was going in.

Week 2 has been a very exciting week, I have learnt a lot about what I want my range to look like.

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I spent most of this week creating my range plan.

I started to worry about my range plan because with activewear there is a lot of the same garment, but in different colours. I didn't want to restrict my range but I also wanted to keep to the nature of an activewear range which is a wide colour range. In the end I decided to have a wide range of colours and less number of different garments. I kept to the idea of the top to bottom ratio of 2:1 and used this as a guide.

I wanted to really show off my creative photoshop skills when creating my CADS, however I later realised that in order to stay true to Zara's minimalistic aesthetic it was essential for me not to make it too over the top. Activewear is also usually quite minimalistic, therefore I decided less is more in this scenario.

Week 3 has been very full on but very productive and I finally feel like I have made a dent in my INP.

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After finishing my range plan I went on to outfit building, product development, WGSN analytics, Assortment mix, colour mix, price architecture and washing line.

When looking at my assortment mix I worried because I wasn't sure how to show this as Zara do not currently have a specific activewear range, however when selecting activewear garments did show up, although this was just mainly footwear and leggings (not specific to activewear) so I decided to use this assortment mix, and Zara's main assortment mix and then for a comparison I also used H&M's activewear assortment.

I added a slide in pricing architecture to back up why I have chosen to cost the garments at these prices. As Zara do not have activewear in their collection I couldn't just use the pricing architecture tool from Edited. So I compared 3 activewear brands to show why I have priced my garments this way.

Week 4 provided me with a few set backs, but I feel like I overcame them.

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This week I started looking at my sourcing strategy.

I studied the main countries Zara source from. I got this information from the Inditex website.

I did my PESTEL, logistics and my critical path.

Week 5 has been a good week and I feel happy my sourcing is done. I feel like my progress is going well.

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This week I am looking at merchandising.

I was really worried about this section of the INP just due to it being one of my weaknesses, and something I do not feel as comfortable doing. However once I got into it I really enjoyed it! I found it interesting and understand why this part of the process is so important to understand.

This week I am feeling a bit nervous about timing as the deadline is approaching.

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This week I did my marketing strategy.

This has been one of my favourite parts along with the key fabrics. I feel like I understand the importance of digital marketing, and it is something I enjoy viewing as a consumer.

During this part of the INP I created the Instagram teaser and the website/app feature which really helped the look of my range come together. I decided to use these images throughout my INP to make it flow better.

This week I also decided to change the name of my collection to 'Z active' (pronounced Z-ee Active) I felt 'Z active' worked so much well from the reflective logo on the garments, to the way it sounds when you say it, it almost sounds like 'be active'.

This week I spent some time adding more visuals to my INP to make it look nicer, such as the contents page.

This week I feel like things are coming together.

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This week I go back to where I struggled at the start and look at my SWOT, Customer profile and comp shop.

I managed to get through this week better and I feel like changing direction and looking at my range at the beginning really helped me to understand my collection better, and this made the customer profile and comp shop a lot easier to do.

I enjoyed doing the customer profile the most as Acorn and UK Tribes provided me with really interesting contents. This helped me understand the target consumer well.

I also did a survey for the customer profile which I enjoyed doing.

This week I am anxious that the end is near, but I feel in a good position.

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This week I am tidying up my INP, checking it over and doing my Executive summary and Evaluation.

I feel very happy with how my INP has turned out and I really believe in my concept.

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60% said they shop at Zara. 45% of these people said that they shopped at Zara up to 5 times over the last 12 months and 7.5% said that they have shopped at Zara over 16 times in the last 12 months.

92% of the respondents were female and 7.5% were male.

45% were aged between 18-24, 32.5% were aged between 25-34, 12.5% were aged between 45-54, 5% were aged between 35-44 and 5% were aged between 55-64.

40% said that comfort is their main priority when purchasing fashion, and that they do not follow trends.

35% said that they do not set trends but they follow them and actively look for new trends.

Only 25% said they like to be experimental with their style and like to stand out from the crowd.

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I didn't want to use patterns in my range due to there being more of a demand for plain, block patterned activewear.

I went to Edited to find this information just to show the mix of pattern vs colour in the activewear market at the moment.

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I did a poll on Instagram to see if this information from Edited correlated. As you can see the poll supports the Edited statistics stating that plain block colour are favourable over patterned activewear.

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My range is made up of 34 items across 4 categories. The total plan to buy is £629,760 and the total to buy at cost is £154,627, with a planned turnover of £566,784. The budget for this range is low-mid.

The range has a mixture of entry, mid, and exit price points, however 20 of the garments sit in the mid price point, ranging from £30-£39. The entry price points range between £20-£29 and the exit price points are between £40-£45.

The bottoms category has the highest average selling price of £35 with tops being the least averaging at £29.

The margins for this range are mostly sat at 70% which is based on the average margin for the department these garments fall into which is casual separates. The coat has a margin of 67% due to the outerwear average being slightly lower.

The garments that are made in China have a higher margin of 72%.

This range will be sent to the top 20 stores and online. This will allow the range to be advertised to its full potential.

All but 4 garments will be in stores for 8 weeks and I expect it to sell out due to the demand for Zara to offer an inclusive range, and for the excitement of an activewear specific range. All items are transferable with other items within the range which allows consumers to mix and match. The 'fire' and 'aqua' coloured pieces (4) will only be in stores for 4 weeks as I want to see how the bold colour palette performs so I can look into expanding this part of the collection.

The size mix is larger than Zara has previously catered for, with sizes ranging from S-XXL.

The online percentage of sales is set at 60% due to range only being put into the top 20 stores. Also since the pandemic more consumers are shopping online than ever before.

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This shows the size mix I decided for the range. I wanted to offer a larger range of sizes for this collection due to pushing for a size inclusive approach for this collection.

I have ordered 10% of XL and XXL due to this being a new target consumer for the range and it is not likely to sell as quick as the other sizes. M and L are the faster selling sizes which is why they take up the larger percentage of the size mix.

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This shows Zara's current size availability. As you can see it only goes up to a size XL.

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EDITED - Is fashion really becoming more size inclusive? 

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EDITED - Is fashion really becoming more size inclusive? 

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This report from edited it demonstrates how Inclusivity in fashion is a key area to focus on due to consumer demand. 'Products branded as plus size only make up a small percentage of the market, however the consumer demand is set to grow at twice the rate of the rest of the market.'

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At-home fitness is still a growing market

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At-home fitness is still a growing market

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This report from edited shows that at-home fitness is still a growing market. This means there is still a demand for workout clothing.

This report shows how other brands are marketing their activewear and what trends are working for them.

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This edited article shows that there is a gap in the market for inclusive clothing. Less than 20% of conscious products currently in the market cater for above-average sizes.

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This report showed how activewear is a product in demand due to the pandemic. More consumers are wearing activewear as street wear now, so this market is still growing.

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I created this to do list to keep an eye on my things I needed to complete.

I had many of these for each day however this was my master copy.

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I also had this weekly planner on my business plan which lays out what I did and when I did it.

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This article helped me prepare my PESTEL analysis by providing interesting political facts such as the political uphealval.

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This is my sourcing strategy. It shows my PESTEL, the positive and negatives of sourcing from Turkey and logistics.

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These are the countries I chose to look at for my INP.

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This is the link to the Inditex website where they show a list of suppliers around the world. This helped me decide which countries to include in my sourcing srategy.

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Inditex is selling in 202 markets, has over 7,000 stores, has 12 suppliers´s clusters and socially invests in most of the communities in which it operates.

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This is my critical path. It is 7 weeks long which correlates with the average lead time from Turkey.

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I created this swipe up story for Zara to use on their Instagram. I chose to have this as an incentive to sign up to the newsletter, doing this will allow the customer 24 hour early access to the range.

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SWIPE UP FOR EXCLUSIVE ACCESS 24 HOURS EARLY

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This will be the main feature on the website and app once the range launches. I wanted this to really express the range and create a feeling of happiness and confidence.

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I created an Instagram teaser for the range to create excitement for the launch.

Zara upload three images per concept on their instagram page so I wanted to reflect this for this launch.

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This is my range plan in the washing line format.

I wanted to focus on the core pieces keeping to the natural colours and then the more fashionable and trend pieces would include more colours and a more trend focussed garment style.

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I decided to use this item for my product development.

The 'All in One' is a style that I have seen slowly emerging in the activewear market.

I have noticed that timeless pieces are becoming a priority for consumers and this is a perfect layering piece for the A/W period, but also great on its own in the warmer months, making it perfect all year round. This garment can be paired with some loose shorts, or add a jumper onto the top half for extra warmth.

It will suit the Zara customer, following the Limitless contour collection they launched last year. The bodysuits from the collection sold out in the first collection with no discount.

The reason I thought this fit into my collection so well, is because it offers comfort and security when exercising.

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I used pantone references in my INP to choose my colour mix.

I wanted to have a mixture of natural colours and digital colours to create a harmonious contrast.

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WGSN article - 18.12.20.

Digital colours combined with natural colours to create a harmonious contrast. This WGSN report gave me inspiration for my key colours in my collection. I took the idea of Natural and Digital colours and this helped me choose my final key colours.

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My main inspiration came from the feeling of happiness and comfort in activewear. Exercise is for everyone, all shapes and sizes, all over the world and I wanted this to be reflected in my range through the use of bright colours and key items available to make wearers feel comfortable and sexy whilst exercising.

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Individual Negotiated Project - 'Z Active' Bethany Collins (2) (1)