Individual Negotiated Project by Beth Collins https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj ZARA A/W21 en-us 2020-12-11 15:22:54 UTC 2024-06-11 19:11:29 UTC hello@padlet.com INP Brief. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1023380658 2020-12-16 10:00:08 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1023380658 SECONDARY RESEARCH - How to update bestsellers with trend driven detailing. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1023386267 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. ]]> 2020-12-16 10:02:40 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1023386267 SECONDARY RESEARCH -Technology & Innovation in Activewear. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1023397889 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.]]> 2020-12-16 10:08:03 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1023397889 Active Colour. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1030909633 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.

]]> 2020-12-18 11:37:43 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1030909633 Content Planning bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1031553365 18.12.20
This is my first draft of my content plan. ]]> 2020-12-18 15:35:53 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1031553365 Activewear was a sellout in lockdown bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1031650253 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.]]> 2020-12-18 16:01:19 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1031650253 Inditex Website - The Story of Inditex. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1058992403 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. ]]> 2021-01-06 11:42:08 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1058992403 Drapers Record - Inditex Performance in 2020. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1067763527 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. ]]> 2021-01-08 16:44:08 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1067763527 Drapers Record - New Store Concept bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1067776333 This article from Drapers Record shows the new store concept that Zara have adopted. The concept includes ACP and self-service tills.]]> 2021-01-08 16:46:48 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1067776333 SimilarWeb - Zara.com Analytics bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1082822777 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. ]]> 2021-01-13 13:14:08 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1082822777 STRENGH- GlobalData - Multi Channel Selling bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1086904599 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. ]]> 2021-01-14 12:45:44 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1086904599 STRENGTH - Inditex 3Q financial report bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1087028908 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%. ]]> 2021-01-14 13:25:18 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1087028908 Inditex - Financial Presentation bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1087051141 This presentation backs up the information from the financial report and shows the statistics in more detail. ]]> 2021-01-14 13:31:27 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1087051141 STRENGTH - RFID technology bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1087080409 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. ]]> 2021-01-14 13:38:43 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1087080409 STRENGTH - SUPPLY CHAIN bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1090704736 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. ]]> 2021-01-15 11:03:08 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1090704736 GlobalData - Closure of stores bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1090950772 This report is about Inditex closing some of their stores to allow a technology upgrade plan to boost online operations.]]> 2021-01-15 12:52:03 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1090950772 WEAKNESS - MARKETING bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1090997352 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. ]]> 2021-01-15 13:09:41 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1090997352 KEY TREND - EDITED - Womenswear: 5 Insights into the Sports Bra Market. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1101728462 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. ]]> 2021-01-19 15:29:03 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1101728462 KEY TREND - EDITED - How the Activewear Market will be different in 2021. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1101857803 This source backed up my key trend about incorporating embossed designs onto activewear garments, instead of traditional patterns and block colours. ]]> 2021-01-19 15:51:11 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1101857803 Quote used on Key Trend slide. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1101875759 I used this to show the importance of retailers exploring the activewear market.]]> 2021-01-19 15:54:25 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1101875759 KEY TREND - WGSN - Womens Active Apparel. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1101901318 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.]]> 2021-01-19 15:59:07 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1101901318 KEY TREND - WGSN - ACTIVE COLOUR bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1101906096 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.

]]> 2021-01-19 16:00:00 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1101906096 DIGITAL COLOUR - WGSN bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1113742816 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. ]]> 2021-01-22 12:19:50 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1113742816 COLOUR - AW19/20 - WGSN bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1113767731 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. ]]> 2021-01-22 12:30:50 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1113767731 CURRENT ZARA COLOUR PALETTE - EDITED bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1114870431 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.]]> 2021-01-22 16:50:11 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1114870431 FABRIC - Technology & Innovation In Activewear - EDITED bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1116967921 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. ]]> 2021-01-23 14:40:49 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1116967921 FABRIC - Insights into Sustainable Activewear - EDITED bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1116981605 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. ]]> 2021-01-23 14:50:28 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1116981605 EDITED - Zara's contour collection. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1160925603 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. ]]> 2021-02-03 20:26:57 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1160925603 EDITED - ASSORTMENT MIX - ZARA bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1163150500 I decided to put this in my assignment to show the assortment mix for Zara's current collection.]]> 2021-02-04 11:21:05 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1163150500 EDITED - ASSORTMENT MIX - ACTIVEWEAR H&M AND ZARA bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1163156307 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. ]]> 2021-02-04 11:22:42 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1163156307 GYMSHARK WEBSITE bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1165451969 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.]]> 2021-02-04 18:42:53 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1165451969 BO+TEE WEBSITE bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1165459178 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. ]]> 2021-02-04 18:44:07 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1165459178 WOMENSBEST WEBSITE bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1165466769 I used this as an example of competitor pricing, due to great response they get on social media. ]]> 2021-02-04 18:45:21 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1165466769 UK TRIBES - ASIPIRANT bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1176699458 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. ]]> 2021-02-08 13:15:16 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1176699458 ACORN CLASSIFICATION bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1177171223 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.]]> 2021-02-08 14:41:06 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1177171223 EDITED - IS FASHION REALLY BECOMING MORE SIZE-INCLUSIVE? bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1181557243 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']]> 2021-02-09 11:25:06 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1181557243 SURVEY - CUSTOMER PROFILE bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1182430902 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. ]]> 2021-02-09 14:45:24 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1182430902 DRAPERS GEN Z & MILLENNIALS SURVEY bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1182484904 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.]]> 2021-02-09 14:53:59 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1182484904 CUSTOMER PROFILE SURVEY bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1182492019 I created this survey and used it to create my customer profile. I gathered vital information about their fashion needs and shopping habits. ]]> 2021-02-09 14:55:05 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1182492019 FORBES - What's The Best Time To Share Social Content? bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1187969201 I used this article to decide the best time to post teasers on Instagram to gain the most engagement.]]> 2021-02-10 15:36:52 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1187969201 H&M bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1192366652 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. ]]> 2021-02-11 14:17:02 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1192366652 BO+TEE bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1192483440 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.

]]> 2021-02-11 14:37:00 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1192483440 Week 1 bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1194486466 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. ]]> 2021-02-11 20:28:28 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1194486466 Week 2 bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196276409 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.]]> 2021-02-12 13:11:44 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196276409 Week 3 bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196323103 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. ]]> 2021-02-12 13:25:23 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196323103 Week 4 bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196377992 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.


]]> 2021-02-12 13:40:10 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196377992 Week 5 bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196391588 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. ]]> 2021-02-12 13:43:35 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196391588 Week 6 bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196401440 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.]]> 2021-02-12 13:46:04 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196401440 Week 7 bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196409169 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. ]]> 2021-02-12 13:47:53 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196409169 Week 8 bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196429651 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. ]]> 2021-02-12 13:52:31 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196429651 Week 9 bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196449706 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. ]]> 2021-02-12 13:57:16 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1196449706 Results collected from the Survey. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198199461
  • 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.

    • ]]>     2021-02-12 20:26:21 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198199461     EDITED - COLOUR VS PATTERN bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198245830 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. ]]>     2021-02-12 20:42:20 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198245830     COLOUR MIX PRIMART RESEARCH bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198267705 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. ]]> 2021-02-12 20:50:13 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198267705 EXCEL bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198277967
  • 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. 

    • ]]>     2021-02-12 20:53:28 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198277967     Excel - Size Mix bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198284835 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. ]]>     2021-02-12 20:55:57 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198284835     Zara's current size availability bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198295250 This shows Zara's current size availability. As you can see it only goes up to a size XL.]]> 2021-02-12 21:00:07 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198295250 EDITED - Is fashion really becoming more size inclusive? bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198297543 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.' ]]> 2021-02-12 21:01:04 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198297543 At-home fitness is still a growing market bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198307090 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. ]]>     2021-02-12 21:05:04 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198307090     Inclusive Sizing is in demand. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198307805 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.]]> 2021-02-12 21:05:16 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198307805 To-do list bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198327078 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. ]]>     2021-02-12 21:13:16 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198327078     Weekly Planner bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198330148 I also had this weekly planner on my business plan which lays out what I did and when I did it. ]]> 2021-02-12 21:14:38 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198330148 DRAPERS - Buying and Sourcing in Turkey bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198353461 This article helped me prepare my PESTEL analysis by providing interesting political facts such as the political uphealval. ]]> 2021-02-12 21:24:39 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198353461 Sourcing Strategy bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198361137 This is my sourcing strategy. It shows my PESTEL, the positive and negatives of sourcing from Turkey and logistics.]]> 2021-02-12 21:28:01 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198361137 Sourcing Countries bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198364471 These are the countries I chose to look at for my INP. ]]> 2021-02-12 21:29:39 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198364471 Inditex - Around the world bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198366892 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.]]> 2021-02-12 21:30:44 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198366892 CRITICAL PATH bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198370231 This is my critical path. It is 7 weeks long which correlates with the average lead time from Turkey.]]> 2021-02-12 21:32:16 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198370231 SWIPE UP FOR EARLY ACCESS bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198372297 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. ]]> 2021-02-12 21:33:13 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198372297 WEBSITE/APP FEATURE bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198374711 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. ]]> 2021-02-12 21:34:23 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198374711 INSTAGRAM TEASER bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198378312 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. ]]>     2021-02-12 21:36:03 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198378312     RANGE - WASHING LINE bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198381896 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.]]>     2021-02-12 21:37:47 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198381896     PRODUCT DEVELOPMENT bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198385921 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.
    ]]>     2021-02-12 21:39:41 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198385921     PANTONE REFERENCES bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198394062 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. ]]>     2021-02-12 21:43:36 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198394062     INSPIRATION BOARD bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198399021 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. ]]> 2021-02-12 21:46:09 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1198399021 Business Plan. bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1199706653 2021-02-13 19:02:16 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1199706653 Final INP bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1201368520 2021-02-14 16:28:01 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1201368520 Authentication form bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1201373643 2021-02-14 16:31:01 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1201373643 EXCEL SPREADSHEET - MERCH bethycollins1997 https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1201376887 2021-02-14 16:32:43 UTC https://padlet.com/bethycollins1997/5qqa2pr87i7r0qj/wish/1201376887