NEW BUSINESS AWARD Linn van Leeuwen Ravensbourne BA Fashion Buying & Brand Management
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S U P P O R T I N G S TAT E M E N T
NEW BUSINESS AWARD
Linn van Leeuwen
Ravensbourne
BA Fashion Buying & Brand Management
2017-2018 1
ZARA PETITE Introducing Zara Petite, a unique
fashion range that continues
to innovate and put customers
at the heart of Zara’s unique
business model. The collections
cater to customers 5’3” and
under and focus on trend-led
designs, quality materials and
affordable price points.
Proposal Summary
This new business is about expanding the brand Zara into the petite market. The proposal is to
create a brand extension, more specifically a womenswear petite range in order to fill the gap
within the market. This is due to dissatisfaction in the existing petite clothing and sizing, which will
be supported by primary and secondary research within this report. You will also find information
on how this new business will be executed through exploring the seven P’s of the marketing mix,
ass well as a business plan on how this brand expansion will be commercially viable and how it
will successfully fill the gap in the market.
2
THE RESEARCH
My Primary research prove that there’s a gap in the market. My questionnaire, that was conducted
in fall 2017 with 62respondents (Women 5ft3 [160cm] and below) indicated dissatisfaction with
petite clothing. Varying from issues within fit and size to lack of sufficient range and styles offered.
Many respondents also felt that the petite ranges offered were only catered towards consumers
who are petite in frame but not to those who are short and curvy as well. Respondents also
expressed frustration regarding clothes offered are too long for petite women and more suitable
for consumers above the stated height. Furthermore, the results from primary research also
implied that there’s high demand for petite clothing. However, many respondents were not able
to give enough feedback because of the lack (to none) petite ranges available which resulted in
insufficient quantitative data - though every respondent claims that they wish there were more
petite clothing available in the market.
In order to establish whether there is demand for a gap in the market. A online survey was conducted specifically for
women 5’3 (160cm) and under that was sent out on 10 October, 2017. As of January 2018, the survey has received a
total of 62 responses.
53.2%
of the respondents
24.2%
of the respondents
17.7%
of the respondents
are age 20-24 are age 16-19 are age 25-34
Do you buy petite clothing?
28
Not at all
Sometimes
29.0%
of the respondents
are below 155cm
58.1% 12.9%
All the time
34
of the respondents
This pie chart here portrays consumer awareness about petite clothing but
also gives an indication of how the petite sector is performing. Only 12.9%
shop at petite sections, this either indicates that there are still existing
are above 155cm issues within the sector and/or perhaps that there might not be enough
awareness nor availability for customers. However, 58.1% said ‘Sometimes’
which indicates poor sales on petite clothing.
3
More than 50% 67.7% shop both
are a student online and in-store
Zara’s current demographic are women aged Zara’s current demographic are women aged
16 to 40. However, a majority of their customer 16 to 40. However, a majority of their customer
base are on the younger end of the spectrum base are on the younger end of the spectrum
with a lower to mid-range income. Because with a lower to mid-range income. Because
Zara is very customer oriented, they focus Zara is very customer oriented, they focus
largely on quality, affordable and fashionable largely on quality, affordable and fashionable
products for consumers who appreciate style. products for consumers who appreciate style.
What do you struggle with in terms of fit? (Multiple selection)
Jeans in general 36 (58.1%)
Length of jeans 47 (75.8%)
Shoulder breadth 16 (27.4%)
Sleeve length 35 (56.5%)
Big around waist & hips 10 (16.1%)
Big around waist but fits on hips 28 (45.2%)
Fits on waist but loose on hips 6 (9.7%)
Too baggy/oversized 23 (37.1%)
Too tight 12 (19.4%)
Deeper/bigger plunge in the front 20 (32.3%)
Too much space around bust 7 (11.3%)
Too little space around bust 1 (1.6%)
0 10 20 30 40 50
*Others have said: Issues with bra’s (1.6%), fits at waist but not the thighs (1.6%), sits lower at waist than it is supposed to (1.6%), waist and hips on
dresses are too low (1.6%).
“(Petite sizing is) pretty bad, but considering 5"4 is average height and petite
starts at 5"3, it’s essentially catering to half of all women and not specifically
shorter women at all. This means anything more structured or with cut-aways,
is usually out because the torso is too long and everything just falls in the
wrong place. It also tends to have a more child like shape so finding clothes to
fit over a d cup can be pretty hard. Often anything that fits nicely over my chest
is way too big for my waist and vice versa.”
- Survey Respondent
4
PEOPLE
• Female
• Aged 16-40, majority young women. 54.4% of
the respondents are age 20-24
• International - global audience
• Fashion forward and trend conscious
• Mid-range incomes, affordable price points for
students and the working class
• Petite, height 5’3” (160cm) and below
Due to Zara’s establishment, they’re able to quickly react to consumer
demands and trends internationally. Their largest market are women
who love fashion in which style is an integral part of their life. Zara take
inspiration from the catwalk and changing trends. They imitate ideas
(with a twist) at a affordable price. In terms of the psychographic profile,
Zara Petite would be placed near Early Adopters and Early Majority. Early
adopters are more integrated into society than innovators and they also
have the largest voice in regards to opinion. Which is why Zara’s largest
consumer base sits within this category, as well as consumers 5 ft 3 and
below.
On 22 November, 2017 a 56 minute longfocus group was conducted with four particpants who are below 5’3.
The participants:
Lauren: Third year sound design student and is 5ft tall
Sara: Third year graphic design student, in her late 30s and is 5ft1 tall
Holly: First year fashion buying student and is 5ft tall as well
Jel: Ravensbourne graduate, mid 30s and is 5ft1
All agreed that leg length is the main issue All agreed that Topshop petite do petite Mixed thoughts about shopping in-store
regarding clothing sizing the best, however not all styles versus online. Though many would
available are appealing nor inclusive to the prefer to try on the clothes than ordering
regular Topshop range. Whereas as all found online. Some prefer online to avoid feeling
Missguided the worst brand for petites embarrassed or disappointment of effort
going to the stores
All agreed on inclusivity in terms of All wished Zara could do a petite None of whom knew of any influencers
merchandising, they want to be able to line as they find their clothing and bloggers who are petite or represent
shop with their friends instead of having to appealing but has the most petite clothing besides celebrities - who
go to the “petite section” on their own and issues regarding sizing get their clothes specifically made for them
meet up later
5
PRODUCT
PETITE
6
PRICE
My Primary and secondary research prove that there’s a gap in the market. My
questionnaire, that was conducted in fall 2017 with 62respondents (Women
5ft3 [160cm] and below) indicated dissatisfaction with petite clothing. Varying
from issues within fit and size to lack of sufficient range and styles offered.
Many respondents also felt that the petite ranges offered were only
PETITE £9.00 *£200.00
£0 £20 £40 £60 £80 £100 £120 £140 £160 £180 £460
* = Price over £180
€39.95, £39.99, $49.90 €69.95, £69.99, $89.90 €19.95, £19.99, $25.90
UNITED STATES
& CANADA EUROPE KOREA
CHINA & JAPAN
PLACE
AUSTRALIA &
NEW ZEALAND
Zara petite will be available for worldwide shipping online and will also be stocked
across 1,401 stores within North America, Europe, Asia and Oceania. It will only be
available in countries where there are the most Zara stores already. The typical Zara
consumer resides in big, urban cities and in more economically developed countries.
In addition, in effort to maximise profit, balance must be met between Zara’s regular
clothing and the petite range.
7
PROMOTION
SPRING SUMMER 2019
WOMENSWEAR 5’3” & UNDER
In terms of promotion, Zara generally do not
invest a lot into their marketing and promotional
materials. Instead of bold and flashy graphics
like their competitors e.g. Boohoo, ASOS,
etc. Zara utilise a more minimal and editorial
approach with easy on the eye moving images
and graphics that appeal to a larger market.
Like the replica above of Zara’s website (Photos
used from own photoshoot), the announcement
of Zara Petite arrival is reflected by their current
aesthetic. This is not to lose integrity of Zara’s
well established brand, rather than creating
something completely new and potentially a
risk that could be more threatening towards
Zara.
New Petite Line Launching this Spring!
March 21 | #ZaraPetite
8
BUSINESS PLAN
Investment
Revenue Average Profit
Funding Expenditure
Forecast Margin Forecast
Total
START € 800,000.0 € 652,828.0 € 0.00 67.9% € 147.172.0
POINT
SELLING
PERIOD €0.00 € 75,000.0 € 13,485,119.7 69.9% € 225,000.0
1
SELLING
PERIOD €165,000 € 75,000.0 € 17,530,655.6 71.9% € 95,000.0
2
END
OF €160,000 € 65,000.0 € 31,015,775.3 73.9% € 95,000.0
SEASON
SWOT
STRENGTHS WEAKNESSES
• Boost reputation for catering towards • Still may be struggles with finding the
shorter women perfect fit
• Average height for women is 5’3 (which • Figuring out the size grading
is considered petite by many brands) will • Limit towards the designs, as they
therefore maximise sales by should also be proportionate towards
demand shorter women
• Can reduce products going to waste/ • May be backlash as others may feel ex-
into sale cluded, e.g. plus-size, tall, maternity, etc
• Improve customer relationships • Not as hyped up as it should be
• Disorganisation of stock in-store and
online
• Confusion between petites and regular
OPPORTUNITIES THREATS
• Can utilise the extension towards a inno- • Critcism for exclusion to other issues
vative marketing strategy such as plus-size
• Show the public that Zara is involved • Mix-up between height and skinny,
with society and current issues as well people may believe that Zara are
• Opportunity to utilise technology promoting a smaller size and
creatively in terms of sizing and service encouraing mental issues such as
• Improved customer service by anorexia
imposing better size guides and tools • Sizing may not meet consumer
• Recruit unique and empowering expectations
women to become ambassadors for an
issue that isn’t commonly discussed
• Encourage styling and outfits tips for
petite women (currently seems non-ex-
istant) as other popular high street
brands/influencers don’t do this
9
PERSUASION
The proposed idea of introducing a petite range for Zara will be successful because there is high
demand in more petite clothing and improved sizing. Primary research in particular evidences this
gap in the market. Too many brands offer petite clothing that are limited in styles and consist mostly
of basics/staples pieces. The petite extension with Zara will fulfill both: bringing on improved sizes
and more unique and trend-led designs. Zara provides a wide spectrum of styles, from trend-driven
items to high-fashion quirky pieces to the basics, which makes it the ideal brand for filling in this
gap. Primary research also indicates that petite women prefer inclusivity rather than exclusivity, and
do not like it when brands sell petite clothes purely for petites and do not have a petite version of a
regular item as well. Moreover, Zara is well-established financially and with infrastructure. They are
able to fund this new business idea and can use their reputation and following to make it successful
without outside help.
PETITE
1011
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