CHEFS:WiLLEKE STEEGHS / 2183308

LIEKE VAN ERP / 2179627ANOUK BRETELER / 2185695

BRAM KASTELIJNS / 2179480

AC CONCEPTING PLUS / DIRK HENS

CHEFS:CHEFS:WiLLEKE STEEGHS / 2183308WiLLEKE STEEGHS / 2183308

LIEKE VAN ERP / 2179627LIEKE VAN ERP / 2179627ANOUK BRETELER / 2185695ANOUK BRETELER / 2185695

BRAM KASTELIJNS / 2179480BRAM KASTELIJNS / 2179480

AC CONCEPTING PLUS / DIRK HENSAC CONCEPTING PLUS / DIRK HENS

1. INTRODUCTIOn

Our awesome

Teammembers

1. INTRODUCTIOn

Our awesome

Our awesome

Teammembers

To give an example how the theoretical model works, the brand ZARA from Inditex was chosen to exemplify each step. The fundament of the model is the baking process of a pie. Because of the visualisa-tion the model is cal led Recipie. The pie is divided into f ive different categories and each piece stands for its own unique values of the company.

The model is made with great enthusiasm and hopeful ly read in the same way.

Anouk Breteler,Lieke van Erp,Bram Kastelijns,& Wil leke Steeghs

This assignment is based on the advanced course Concepting Plus. For this course weve made up a theoretical model that can be used for almost every retailer. The purpo-se of this model is letting the com-pany find out themselves, what their business distinguish them from other competitors. Not directly by a competitor matrix, but to take a closer look at all intern facilities the customer conscious and uncons-cious may face. The model shows how well there is taken care of the customers and where attention should be paid. The model lends itself perfectly for repeats, so not everything has to change at once. The final outcome of the model is that customers feel more apprecia-ted, loved and understood what leads to more brand awareness, indirect marketing activities and even true fan customers.

To give an example how the theoretical To give an example how the theoretical To give an example how the theoretical model works, the brand ZARA from model works, the brand ZARA from To give an example how the theoretical model works, the brand ZARA from To give an example how the theoretical

Inditex was chosen to exemplify each step. Inditex was chosen to exemplify each step. Inditex was chosen to exemplify each step. model works, the brand ZARA from Inditex was chosen to exemplify each step. model works, the brand ZARA from

The fundament of the model is the baking The fundament of the model is the baking The fundament of the model is the baking Inditex was chosen to exemplify each step. The fundament of the model is the baking Inditex was chosen to exemplify each step. Inditex was chosen to exemplify each step. The fundament of the model is the baking Inditex was chosen to exemplify each step.

process of a pie. Because of the visualisaprocess of a pie. Because of the visualisaprocess of a pie. Because of the visualisaThe fundament of the model is the baking process of a pie. Because of the visualisaThe fundament of the model is the baking The fundament of the model is the baking process of a pie. Because of the visualisaThe fundament of the model is the baking

-process of a pie. Because of the visualisa-process of a pie. Because of the visualisation the model is cal led Recipie. The pie tion the model is cal led Recipie. The pie tion the model is cal led Recipie. The pie process of a pie. Because of the visualisation the model is cal led Recipie. The pie process of a pie. Because of the visualisa

is divided into f ive different categories is divided into f ive different categories tion the model is cal led Recipie. The pie is divided into f ive different categories tion the model is cal led Recipie. The pie tion the model is cal led Recipie. The pie is divided into f ive different categories tion the model is cal led Recipie. The pie

and each piece stands for its own unique and each piece stands for its own unique and each piece stands for its own unique is divided into f ive different categories and each piece stands for its own unique is divided into f ive different categories is divided into f ive different categories and each piece stands for its own unique is divided into f ive different categories

values of the company. values of the company. and each piece stands for its own unique values of the company. and each piece stands for its own unique

The model is made with great enthusiasm The model is made with great enthusiasm The model is made with great enthusiasm and hopeful ly read in the same way.and hopeful ly read in the same way.The model is made with great enthusiasm and hopeful ly read in the same way.The model is made with great enthusiasm The model is made with great enthusiasm and hopeful ly read in the same way.The model is made with great enthusiasm

Anouk Breteler,Anouk Breteler,Lieke van Erp,Lieke van Erp,Lieke van Erp,Anouk Breteler,Lieke van Erp,Anouk Breteler,

Bram Kastelijns,Bram Kastelijns,Lieke van Erp,Bram Kastelijns,Lieke van Erp,

& Wil leke Steeghs & Wil leke Steeghs & Wil leke Steeghs Bram Kastelijns,& Wil leke Steeghs Bram Kastelijns,

This assignment is based on the advanced course Concepting Plus. For this course weve made up a theoretical model that can be used for almost every retailer. The purpo-se of this model is letting the com-pany find out themselves, what their business distinguish them from other competitors. Not directly by a competitor matrix, but to take a closer look at all intern facilities the customer conscious and uncons-cious may face. The model shows how well there is taken care of the customers and where attention should be paid. The model lends itself perfectly for repeats, so not everything has to change at once. The final outcome of the model is that customers feel more apprecia-ted, loved and understood what leads to more brand awareness, indirect marketing activities and even true fan customers.

For the dough a few ingredients hav

e to be used. First

of all: the eggs, which stand for the v

ision of the com-

pany. Second, flour has to be added.

Flour stands for

the mission of the company. Last but

not least, corn-

flour. The cornflour represents the co

re values. This

because core values link and mix eve

rything

together inside a company, just like c

ornflour does in

a pie.

When the ingredients are mixed toge

ther, they are

ready to knead it to dough. The doug

h becomes one

unity. The dough gives the fundamen

t of a pie. This is

the basis. A company also needs a go

od fundament

that is created by the vision, mission

and the core

values.

STEP ONE: DOUGH

While making the filling, a few questions can be asked.

Who are the guests? The guests are in a companys case

the target group.

What to they like? A company also needs to know what their target gro

up likes.

Do they have any allergies?Companies also need to know if the

re are thing their target group doesnt like.

While baking a cake that can be allergies, but in companys those are th

e donts.

What do I like to bake?In a company this means what do y

ou want to show to your target group, what

would you want to be and how do you want to be seen.

What is the budget?This is the same within a company.

A company has to think about their own

budget, but also about the budget of their target group, how much do th

ey want to

spend on your product.

Important for the filling is the balance between taste and quantities of i

ngre-

dients. All of this has to fit with the dough. Another possibility is to tak

e a closer

look at the other recipes of competitors. This is the same within a comp

any you

need to find the right balance and have to look to your competitors. Wh

at are the

possibilities for a company to stand out compared to their competitors

?

STEP TWO: PIE FILLING

While making the filling, a few questions can be asked.

Who are the guests? The guests are in a companys case

the target group.

What to they like? A company also needs to know what their target gro

up likes.

Do they have any allergies?Companies also need to know if the

re are thing their target group doesnt like.

While baking a cake that can be allergies, but in companys those are th

e donts.

What do I like to bake?In a company this means what do y

ou want to show to your target group, what

would you want to be and how do you want to be seen.

What is the budget?This is the same within a company.

A company has to think about their own

budget, but also about the budget of their target group, how much do th

ey want to

spend on your product.

Important for the filling is the balance between taste and quantities of i

ngre-

dients. All of this has to fit with the dough. Another possibility is to tak

e a closer

look at the other recipes of competitors. This is the same within a comp

any you

need to find the right balance and have to look to your competitors. Wh

at are the

possibilities for a company to stand out compared to their competitors

?

STEP TWO: PIE FILLING

When the filling has to be put in the pie, the baking process can start. Put the pie in the oven. But keep an eye on it. Is it baking gradually and smooth? If not, get the cake out. Keep testing. Keep tasting. Keep improving. Change the recipe if necessary until the perfect pie comes out. Inside the company there is a need to constantly look at the process and the result that come from it. Keep testing. Keep changing. Keep improving, and change things when necessary. For example, keep looking if the vision still fits to the vision of the company. If not: the company needs to make sure that the companys vision fits with the strategies of the company. Keep trying to reach objectives.

STEP THREE: BAKING PROCESS

When the filling has to be put in the pie, the baking process can start. Put the pie in the oven. But keep an eye on it. Is it baking gradually and smooth? If not, get the cake out. Keep testing. Keep tasting. Keep improving. Change the recipe if necessary until the perfect pie comes out. Inside the company there is a need to constantly look at the process and the result that come from it. Keep testing. Keep changing. Keep improving, and change things when necessary. For example, keep looking if the vision still fits to the vision of the company. If not: the company needs to make sure that the companys vision fits with the strategies of the company. Keep trying to reach objectives.

STEP THREE: BAKING PROCESS

Bake a unique pie, for standing

out to keep competitors away. W

ith the FUN-factors

it is sure that the toppings are v

ery tasteful for the guests.

F: FunctionalityU: UsabilityN: Needs

FunctionalityFunctionality g

ives customers the right feeling

when they step into a company

.

Customers know how to find the

ir products/services on the eas

iest and fastest way.

For example: When a customer

walks into the ZARA, is the cu

stomer able to direct-

ly find the product in the right

size where the customer is look

ing for.

UsabilityUsability gives

customers more comfort while

testing if they want to buy prod

uct

from a company. For example: T

he costumer from the ZARA ca

n fit the product in

the appropriate fitting rooms w

ith enough clothes hooks.

NeedsThe extras cus

tomers get while testing produ

cts of a company. For example:

The

customer in the ZARA gets a cu

p of coffee while waiting in a com

fortable couch.

STEP FOUR: TOPPINGS

Bake a unique pie, for standing

out to keep competitors away. W

ith the FUN-factors

it is sure that the toppings are v

ery tasteful for the guests.

F: FunctionalityU: UsabilityN: Needs

FunctionalityFunctionality g

ives customers the right feeling

when they step into a company

.

Customers know how to find the

ir products/services on the eas

iest and fastest way.

For example: When a customer

walks into the ZARA, is the cu

stomer able to direct-

ly find the product in the right

size where the customer is look

ing for.

UsabilityUsability gives

customers more comfort while

testing if they want to buy prod

uct

from a company. For example: T

he costumer from the ZARA ca

n fit the product in

the appropriate fitting rooms w

ith enough clothes hooks.

NeedsThe extras cus

tomers get while testing produ

cts of a company. For example:

The

customer in the ZARA gets a cu

p of coffee while waiting in a com

fortable couch.

STEP FOUR: TOPPINGS

How the pie will be served. The pie can be served in a beautiful box with a bow, or it can be packed in a cardboard box. This also can be implemented for a company. How does the company deliver their products/servi-ces, does it appeal to their customers?

STEP FIVE: PACKAGINGHow the pie will be served. The pie can be served in a beautiful box with a bow, or it can be packed in a cardboard box. This also can be implemented for a company. How does the company deliver their products/servi-ces, does it appeal to their customers?

STEP FIVE: PACKAGING

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2. MODEL LINKED tO THEORIES2. MODEL LINKED tO THEORIES

Some other models inspired Recipie. The models Recipie got inspired by are The Golden Circle, Service Design Thinking and Built to Last.

Step one in our process is mainly based on The Golden Circle theory. The Golden Circle theory describes that a company has to work from the core to outside. The model starts with why, then how and after that what. In our model this is also described in step one, the dough. Our eggs stand for the vision, flour for the vision and the cornflour for the core values.

Service Design Thinking can be found in step 3 from Recipie, the baking process and step four the toppings. In step 3 it can be found that a company has to keep testing and impro-ving. The company has to make sure the vision fits with the strategies of the company. This is what can be found in the Service Design Thinking Model. This model describes that a company has to Research, Develop and Test. This is what a company does with constantly testing and looking if every-thing fits the core. In step four the model shows some factors that have to be in the cake for sure. These are not directly linked to the Service Design Thinking model, but the model has also three points which also have to be in there. In the Service Design Thinking model these aspects are Desirable, Effective & Efficient and Enjoyable. With Recpie these are the FUN factors. Namely, Functionality, Usability

From the Built to last theory Recipie is based on the Preserve the Core method. Preserve the Core describes that a company has to know the essence and that the essence cant be changed. Within Recipie this can find that within step three. It descri-bes that it has to be checked constantly if everything fits the vision.

Some other models inspired Recipie. The models Recipie got inspired by are The Golden Circle, Service Design Thinking and Built to Last.

Step one in our process is mainly based on The Golden Circle theory. The Golden Circle theory describes that a company has to work from the core to outside. The model starts with why, then how and after that what. In our model this is also described in step one, the dough. Our eggs stand for the vision, flour for the vision and the cornflour for the core values.

Service Design Thinking can be found in step 3 from Recipie, the baking process and step four the toppings. In step 3 it can be found that a company has to keep testing and impro-ving. The company has to make sure the vision fits with the strategies of the company. This is what can be found in the Service Design Thinking Model. This model describes that a company has to Research, Develop and Test. This is what a company does with constantly testing and looking if every-thing fits the core. In step four the model shows some factors that have to be in the cake for sure. These are not directly linked to the Service Design Thinking model, but the model has also three points which also have to be in there. In the Service Design Thinking model these aspects are Desirable, Effective & Efficient and Enjoyable. With Recpie these are the FUN factors. Namely, Functionality, Usability

From the Built to last theory Recipie is based on the Preserve the Core method. Preserve the Core describes that a company has to know the essence and that the essence cant be changed. Within Recipie this can find that within step three. It descri-bes that it has to be checked constantly if everything fits the vision.

Service Design Thinking can be found in step 3 from Recipie, Service Design Thinking can be found in step 3 from Recipie,

3. BAKING PROCESS ZARA3. BAKING PROCESS ZARA

Origin ZARA is one of the largest companies in the int

ernational fashion scene. It is

part of Inditex, one of the largest groups of distribution in the world. The custo-

mer is the centre of their particular business model. This brings design, produc-

tion, distribution and sale together through a wide network of all the stores.

Inditex is one of the world's largest fashion retailers with eight brands and over

6,460 stores throughout the world. They are inspired by a responsible passion

NWZNI[PQWVIVLIJW^MITTJa\PMQZK][\WUMZ[

ZARA opened its first store in the coastal town A Corua in the northwest of

Spain in 1975. ZARA has over 2.000 stores strategically located in leading cities

across 88 countries. ZARAs designers and customers are inextricably linked.

Specialist teams receive constant feedback on the decisions its customers are

making at every ZARA store. This feedback inspires ZARA's creative team,

which is made up of over 200 professionals. ZARA is always striving to meet the

needs of its customers at the same time as helping to inform their ideas, trends

and tastes. The idea is to share responsible passion for fashion across a broad

spectrum of people, cultures and ages.

STEP ONE: DOUGH

Origin ZARA is one of the largest companies in the int

ernational fashion scene. It is

part of Inditex, one of the largest groups of distribution in the world. The custo-

mer is the centre of their particular business model. This brings design, produc-

tion, distribution and sale together through a wide network of all the stores.

Inditex is one of the world's largest fashion retailers with eight brands and over

6,460 stores throughout the world. They are inspired by a responsible passion

NWZNI[PQWVIVLIJW^MITTJa\PMQZK][\WUMZ[

ZARA opened its first store in the coastal town A Corua in the northwest of

Spain in 1975. ZARA has over 2.000 stores strategically located in leading cities

across 88 countries. ZARAs designers and customers are inextricably linked.

Specialist teams receive constant feedback on the decisions its customers are

making at every ZARA store. This feedback inspires ZARA's creative team,

which is made up of over 200 professionals. ZARA is always striving to meet the

needs of its customers at the same time as helping to inform their ideas, trends

and tastes. The idea is to share responsible passion for fashion across a broad

spectrum of people, cultures and ages.

STEP ONE: DOUGH

The brandThe image of ZARA stands for trendy clothes and quality at an affordable price. ZARA markets collections in different price ranges for men, women, children and interior. After the opening of the first store in 1975, ZARA is now, located in 88 countries with over 2000 stores in the prime locations of large (main) cities. These international outlets are imple-menting the concept, that in national borders do not have to be a barrier for sharing the same fashion culture.Mission & visionThe vision of ZARA is that design should be available and affordable for all, with a rapid response to the demands of the market. ZARA is committed to satisfying the desires of the customers. A result they pledge to continuously innovate their business to improve the customers experience. They promise to provide new designs made from quality materials that are affordable. The company's mission is 'to get the shortest time to market ' or in very short time reach the market and offer the latest trends in high speed. The slogan is here today, gone tomor-row! Signifying their rapidly varied collections. Through ZARAs business model, they aim to contribute to the sustainable development of society and that of the environment with which they interact. They are now growing in the international market and try the next years to maintain this growth. So they can rapidly provide the latest trends in the interna-tional market. They also spend a lot of time trend watching to pay particular attention to the consumer and their needs. They stand for teamwork and open communication, but they also expect quality work. This will allow them to make clear that national borders dont have to be a barrier for sharing the same fashion culture.

The brandThe image of ZARA stands for trendy clothes and quality at an affordable price. ZARA markets collections in different price ranges for men, women, children and interior. After the opening of the first store in 1975, ZARA is now, located in 88 countries with over 2000 stores in the prime locations of large (main) cities. These international outlets are imple-menting the concept, that in national borders do not have to be a barrier for sharing the same fashion culture.Mission & visionThe vision of ZARA is that design should be available and affordable for all, with a rapid response to the demands of the market. ZARA is committed to satisfying the desires of the customers. A result they pledge to continuously innovate their business to improve the customers experience. They promise to provide new designs made from quality materials that are affordable. The company's mission is 'to get the shortest time to market ' or in very short time reach the market and offer the latest trends in high speed. The slogan is here today, gone tomor-row! Signifying their rapidly varied collections. Through ZARAs business model, they aim to contribute to the sustainable development of society and that of the environment with which they interact. They are now growing in the international market and try the next years to maintain this growth. So they can rapidly provide the latest trends in the interna-tional market. They also spend a lot of time trend watching to pay particular attention to the consumer and their needs. They stand for teamwork and open communication, but they also expect quality work. This will allow them to make clear that national borders dont have to be a barrier for sharing the same fashion culture.

PropositionOffer luxury and value for a reasonab

le price.

Intended purpose & brand valuesThey make clothes that fit into contem

porary fashion images. They grow globally strong

and have a strong influence on the international fashion. They have differen

t price

ranges in their collections, making them accessible to a wide audience.

Emotional brand valuesCheap luxury. They stand for trendy

clothes and quality at an affordable price. People

also find the experience of shopping in a store with quality appearance impo

rtant. It

makes them feel emotionally involved with ZARA, which also complies with

it.

Expressive brand valuesThey let the customer rediscover the

authentic, classic and affordable clothing styles

and thereby become and preserve being one of the largest international comp

anies in

the international fashion world.

Companys prideThey are one of the largest internation

al companies in the international fashion world

and are still growing their share.

PropositionOffer luxury and value for a reasonab

le price.

Intended purpose & brand valuesThey make clothes that fit into contem

porary fashion images. They grow globally strong

and have a strong influence on the international fashion. They have differen

t price

ranges in their collections, making them accessible to a wide audience.

Emotional brand valuesCheap luxury. They stand for trendy

clothes and quality at an affordable price. People

also find the experience of shopping in a store with quality appearance impo

rtant. It

makes them feel emotionally involved with ZARA, which also complies with

it.

Expressive brand valuesThey let the customer rediscover the

authentic, classic and affordable clothing styles

and thereby become and preserve being one of the largest international comp

anies in

the international fashion world.

Companys prideThey are one of the largest internation

al companies in the international fashion world

and are still growing their share.

Who are the guests? The target group consists of m

en and women between 18 and 38 years who have a passion

for fashion. Generally their spending patterns are like the av

erage citizen and they want

fashion items at the right time for the right price. The target

audience is international to

find and live in or around major cities.

What do they like?Consumers who buy from ZAR

A are looking for designer fashion at an affordable price.

'Brands' are less important, but the experience of buying in a

store with quality appearan-

ce is their preference. With a smaller budget they reach an a

ppearance that is not inferior

compared to the expensive designer brands.

Do they have any allergies?The customers of ZARA do not

want to pay too much for their products. They like the fact

that they can look as great in ZARA clothing as models do in d

esigner pieces. Also they like

to figure out themselves how they want to look in their cloth

ing, they do want the advice of

store employees, but not if the employees force that. They bu

y at ZARAs because they offer

a large range of clothing in different styles, so they can adapt

to the fashion image directly.

The offer of the products should thereby always be large eno

ugh.

What do I like to bake?They want to show the target g

roup that they should feel confident about themselves. That

it does not take a big amount of money to accomplish this fee

ling, but that you can create

the person you want to be with an affordable price. You can lo

ok great with al ZARAs has

to offer.

STEP TWO: PIE FILLING

Who are the guests? The target group consists of m

en and women between 18 and 38 years who have a passion

for fashion. Generally their spending patterns are like the av

erage citizen and they want

fashion items at the right time for the right price. The target

audience is international to

find and live in or around major cities.

What do they like?Consumers who buy from ZAR

A are looking for designer fashion at an affordable price.

'Brands' are less important, but the experience of buying in a

store with quality appearan-

ce is their preference. With a smaller budget they reach an a

ppearance that is not inferior

compared to the expensive designer brands.

Do they have any allergies?The customers of ZARA do not

want to pay too much for their products. They like the fact

that they can look as great in ZARA clothing as models do in d

esigner pieces. Also they like

to figure out themselves how they want to look in their cloth

ing, they do want the advice of

store employees, but not if the employees force that. They bu

y at ZARAs because they offer

a large range of clothing in different styles, so they can adapt

to the fashion image directly.

The offer of the products should thereby always be large eno

ugh.

What do I like to bake?They want to show the target g

roup that they should feel confident about themselves. That

it does not take a big amount of money to accomplish this fee

ling, but that you can create

the person you want to be with an affordable price. You can lo

ok great with al ZARAs has

to offer.

STEP TWO: PIE FILLING

What is the budget?The target group does not want to spend a lot of money to fashion, but wants to have lots of different pieces to combine and make it adjustable for every moment. They want to spend money to fashion at every necessary moment, for example when there is a new trending item at the market. ZARA offers a lot of different clothing ranges, or very cheap or a little bit more expensive. The outcome of the research shows that over the years the custo-mers started paying more for their products at ZARA. The more expensive clothing has good quality while the more cheap basic clothing is more often of very low quality.What should be taken into account?ZARA has a lot of competitors. The most obvious competitor is H&M from Sweden, but also the Dutch WE and the Danish Jack and Jones are important competitors for ZARA. Furthermore, MANGO, Bijenkorf, C&A, V&D and HEMA are seen as competitors.

What is the budget?The target group does not want to spend a lot of money to fashion, but wants to have lots of different pieces to combine and make it adjustable for every moment. They want to spend money to fashion at every necessary moment, for example when there is a new trending item at the market. ZARA offers a lot of different clothing ranges, or very cheap or a little bit more expensive. The outcome of the research shows that over the years the custo-mers started paying more for their products at ZARA. The more expensive clothing has good quality while the more cheap basic clothing is more often of very low quality.What should be taken into account?ZARA has a lot of competitors. The most obvious competitor is H&M from Sweden, but also the Dutch WE and the Danish Jack and Jones are important competitors for ZARA. Furthermore, MANGO, Bijenkorf, C&A, V&D and HEMA are seen as competitors.

ZARA offers a super

-fast supply chain w

ith which it distingu

ishes itself from

competitors. ZARA h

olds the design, prod

uction and distributi

on processes in

control, giving them

the ability to respon

d quickly to changes

in the needs of the

consumer. This appl

ies both to the develo

pment of clothing an

d for the producti-

on and distribution l

ogistics. So ZARA ha

s its own distribution

centre where all

products pass thru. T

hey also have a vert

ical marketing syste

m where they

control everything t

hat determines the va

lue of products itself

. The ability to

keep prices as low as

possible is therefor

e easier to achieve, a

s well as the adjust-

ment in the market.

STEP THREE: BAKING PR

OCESS

ZARA offers a super

-fast supply chain w

ith which it distingu

ishes itself from

competitors. ZARA h

olds the design, prod

uction and distributi

on processes in

control, giving them

the ability to respon

d quickly to changes

in the needs of the

consumer. This appl

ies both to the develo

pment of clothing an

d for the producti-

on and distribution l

ogistics. So ZARA ha

s its own distribution

centre where all

products pass thru. T

hey also have a vert

ical marketing syste

m where they

control everything t

hat determines the va

lue of products itself

. The ability to

keep prices as low as

possible is therefor

e easier to achieve, a

s well as the adjust-

ment in the market.

STEP THREE: BAKING PR

OCESS

keep prices as low as

possible is therefor

e easier to achieve, a

s well as the adjust

The toppings can be related to ZARA. At the pie, we use the FUN-factor, which stands for

Functionality, Usability and Needs. FunctionalityWhen customers step into the ZARA, the customers know their way. ZARA is a spacious

and clear shop and does have familiarized signs for different sexes. For example: You can

find ZARA menswear at floor 1, ZARA womens wear at floor 0 and ZARA kids wear at

floor -1. Customers easily find their way. UsabilityZARA is a company that provides mass production. The fitting rooms are small. Your shop-

ping partner cant wait for you in front of the fitting room, but has to wait outside inside

the store. In that way you have to come out of your fitting room and leave all your personal

stuff behind to show your shopping partner the clothes you are fitting. The light in the

fitting rooms are also not good to fit clothes in. The colours look different in real daylight.

There are a lot of fitting rooms next to each other. This is reliant on the store sizes, for

example 20 fitting rooms. This also shows that ZARA is a mass production. NeedsZARA customers dont get any extras while shopping. They dont get a cup of coffee for

example or other extras.

STEP FOUR: TOPPINGSThe toppings can be related to ZARA. At the pie, we use the FUN-factor, which stands for

Functionality, Usability and Needs. FunctionalityWhen customers step into the ZARA, the customers know their way. ZARA is a spacious

and clear shop and does have familiarized signs for different sexes. For example: You can

find ZARA menswear at floor 1, ZARA womens wear at floor 0 and ZARA kids wear at

floor -1. Customers easily find their way. UsabilityZARA is a company that provides mass production. The fitting rooms are small. Your shop-

ping partner cant wait for you in front of the fitting room, but has to wait outside inside

the store. In that way you have to come out of your fitting room and leave all your personal

stuff behind to show your shopping partner the clothes you are fitting. The light in the

fitting rooms are also not good to fit clothes in. The colours look different in real daylight.

There are a lot of fitting rooms next to each other. This is reliant on the store sizes, for

example 20 fitting rooms. This also shows that ZARA is a mass production. NeedsZARA customers dont get any extras while shopping. They dont get a cup of coffee for

example or other extras.

STEP FOUR: TOPPINGS

ZARA packages their products in a ZAR

A bag. When a customer says it is a

present, ZARA will wrap the product in a

luxurious gift-box of carton. When

customers order online, ZARA ships the

ir products in a carton box with the

ZARA logo on it. They ship to their own Z

ARA stores for free. When custo-

mers choose to ship their products to th

eir home, ZARA uses standard ship-

ping costs of 3,95. When the order is ab

ove 50,00, there will be no ship-

ping cost by using the standard shipping

method. When customers chose for

an express-shipping, ZARA charges ship

ping costs of 9,95

STEP FIVE: PACKAGING

ZARA packages their products in a ZAR

A bag. When a customer says it is a

present, ZARA will wrap the product in a

luxurious gift-box of carton. When

customers order online, ZARA ships the

ir products in a carton box with the

ZARA logo on it. They ship to their own Z

ARA stores for free. When custo-

mers choose to ship their products to th

eir home, ZARA uses standard ship-

ping costs of 3,95. When the order is ab

ove 50,00, there will be no ship-

ping cost by using the standard shipping

method. When customers chose for

an express-shipping, ZARA charges ship

ping costs of 9,95

STEP FIVE: PACKAGING

We analysed ZARA with Recipie. From the analysis we found different pain points, which are described below. We noticed that ZARA overall is a company that is moving in a good direction and is working very well. But of course there are always some points that can be improved. These so called, pain points, cant be found in one single step of our model, but are in different steps, namely Pie filling, Baking Process and Toppings.

The store employeeThe analysis showed that the customers find the personal help of store employees unne-cessary. They dont see the direct benefit of their presence. It is not that they dont want any advise at all, but over the years the staff was not useful enough or involved with the buying process of the customer. This is an important pain point of step 2 Pie filling. There are several solutions to make the employee more valuable and appreciated. The research at step 1 The dough already explained that ZARA feels involved with their employees, because they find them indispensible for their success.

The needsWhile shopping at ZARAs there are no extras that make the shopping experience more comfortable. For example there is no coffee or free Wi-Fi. It could make ZARA become more loved, not only by its costumers but also by the shopping partner. The pain point from step 4 Toppings is important for making the decision making process easier for the customer. There are no extras yet, so there are a lot of opportunities.

PAINPOINTS

We analysed ZARA with Recipie. From the analysis we found different pain points, which are described below. We noticed that ZARA overall is a company that is moving in a good direction and is working very well. But of course there are always some points that can be improved. These so called, pain points, cant be found in one single step of our model, but are in different steps, namely Pie filling, Baking Process and Toppings.

The store employeeThe analysis showed that the customers find the personal help of store employees unne-cessary. They dont see the direct benefit of their presence. It is not that they dont want any advise at all, but over the years the staff was not useful enough or involved with the buying process of the customer. This is an important pain point of step 2 Pie filling. There are several solutions to make the employee more valuable and appreciated. The research at step 1 The dough already explained that ZARA feels involved with their employees, because they find them indispensible for their success.

The needsWhile shopping at ZARAs there are no extras that make the shopping experience more comfortable. For example there is no coffee or free Wi-Fi. It could make ZARA become more loved, not only by its costumers but also by the shopping partner. The pain point from step 4 Toppings is important for making the decision making process easier for the customer. There are no extras yet, so there are a lot of opportunities.

PAINPOINTS

The budgetOver the y

ears the customers of

ZARA paid a lot mor

e for their products.

A

basic top still costs 5

euros while a blazer

for example costs 60

euros. The

customer appreciate

s the difference in pri

ce, but there is a twis

t. There is a lack

of quality with the ch

eaper clothing. Of cou

rse the customer exp

ects more

quality for the amoun

t of money they have

to pay, but the basic

collection

should be as good as

the more expensive

collection. This pain

point can be

found at step 3 Bakin

g process when look

ing at the budget. Th

is is a pain point

because the apprecia

tion of the customer

could become better

and for that

ZARA can create a tr

ue fan base.

The usability

Although ZARA want

s its customers to fee

l appreciated and spe

cial, the fitting

rooms show that the

re is a big focus on m

ass production. For e

xample there are

numerous small fitti

ng rooms next to each

other, there is no ro

om for your

shopping partner to s

it down and relax an

d there is a difference

in the colour of

the light inside and o

utside. This pain poin

t from step 4 Topping

s is very

important because th

e customers visit the

shop for a good expe

rience. There is

no advantage for the

m going to the shop o

r shopping online. Th

e usability of the

shop should be the r

eason to visit a phys

ical shop.

The budgetOver the y

ears the customers of

ZARA paid a lot mor

e for their products.

A

basic top still costs 5

euros while a blazer

for example costs 60

euros. The

customer appreciate

s the difference in pri

ce, but there is a twis

t. There is a lack

of quality with the ch

eaper clothing. Of cou

rse the customer exp

ects more

quality for the amoun

t of money they have

to pay, but the basic

collection

should be as good as

the more expensive

collection. This pain

point can be

found at step 3 Bakin

g process when look

ing at the budget. Th

is is a pain point

because the apprecia

tion of the customer

could become better

and for that

ZARA can create a tr

ue fan base.

The usability

Although ZARA want

s its customers to fee

l appreciated and spe

cial, the fitting

rooms show that the

re is a big focus on m

ass production. For e

xample there are

numerous small fitti

ng rooms next to each

other, there is no ro

om for your

shopping partner to s

it down and relax an

d there is a difference

in the colour of

the light inside and o

utside. This pain poin

t from step 4 Topping

s is very

important because th

e customers visit the

shop for a good expe

rience. There is

no advantage for the

m going to the shop o

r shopping online. Th

e usability of the

shop should be the r

eason to visit a phys

ical shop.

5. QUALITY / OUTLETCONCEPT BY LIEKE

5. QUALITY / OUTLETCONCEPT BY LIEKE

Quality is an important core value for ZARA, just like the price of the clothes is. It should not be that quality is handed in for price. This is why ZARA needs to improve the quality of the basic-line clothes. This makes it possible that the price wil l increase a bit , because of production costs and labor costs. To keep customers happy, ZARA wil l open an outlet store in their own ZARA store. Like a shop in shop idea. This outlet store haves the same core values and appearance as the normal ZARA, the only difference is that this outlet ZARA has clothes for cheaper prices.

All clothes from early seasons go to this outlet store. The benefit for customers is that they have the choice to buy new season quality clothes for a little bit more than they used to, or to buy last season quality clothes for a little less than they are used to. Customers dont have to wait for the sale season, because they have the possibility to buy their ZARA clothes for a cheaper price at the ZARA Outlet store whenever they want, all seasons.

When the sale season is there, ZARA uses the usual method. Items are getting a discount label while they are still in the normal store. Besi-des the sale in the normal ZARA, ZARA Outlet also praises off items in the same way as the normal ZARA does: items getting a discount label. Customers have the benefit that they are having an outlet item with sale (double luck).

Quality is an important core value for Quality is an important core value for Quality is an important core value for ZARA, just like the price of the ZARA, just like the price of the ZARA, just like the price of the Quality is an important core value for ZARA, just like the price of the Quality is an important core value for

clothes is. It should not be that quality clothes is. It should not be that quality clothes is. It should not be that quality ZARA, just like the price of the clothes is. It should not be that quality ZARA, just like the price of the ZARA, just like the price of the clothes is. It should not be that quality ZARA, just like the price of the

is handed in for price. This is why is handed in for price. This is why clothes is. It should not be that quality is handed in for price. This is why clothes is. It should not be that quality clothes is. It should not be that quality is handed in for price. This is why clothes is. It should not be that quality

ZARA needs to improve the quality of ZARA needs to improve the quality of ZARA needs to improve the quality of is handed in for price. This is why ZARA needs to improve the quality of is handed in for price. This is why

the basic-line clothes. This makes it the basic-line clothes. This makes it ZARA needs to improve the quality of the basic-line clothes. This makes it ZARA needs to improve the quality of ZARA needs to improve the quality of the basic-line clothes. This makes it ZARA needs to improve the quality of

possible that the price wil l increase a possible that the price wil l increase a the basic-line clothes. This makes it possible that the price wil l increase a the basic-line clothes. This makes it

bit , because of production costs and bit , because of production costs and possible that the price wil l increase a bit , because of production costs and possible that the price wil l increase a

labor costs. To keep customers happy, labor costs. To keep customers happy, labor costs. To keep customers happy, bit , because of production costs and labor costs. To keep customers happy, bit , because of production costs and bit , because of production costs and labor costs. To keep customers happy, bit , because of production costs and

ZARA wil l open an outlet store in their ZARA wil l open an outlet store in their ZARA wil l open an outlet store in their labor costs. To keep customers happy, ZARA wil l open an outlet store in their labor costs. To keep customers happy,

own ZARA store. Like a shop in shop own ZARA store. Like a shop in shop own ZARA store. Like a shop in shop ZARA wil l open an outlet store in their own ZARA store. Like a shop in shop ZARA wil l open an outlet store in their ZARA wil l open an outlet store in their own ZARA store. Like a shop in shop ZARA wil l open an outlet store in their

idea. This outlet store haves the same idea. This outlet store haves the same own ZARA store. Like a shop in shop idea. This outlet store haves the same own ZARA store. Like a shop in shop own ZARA store. Like a shop in shop idea. This outlet store haves the same own ZARA store. Like a shop in shop

core values and appearance as the core values and appearance as the core values and appearance as the idea. This outlet store haves the same core values and appearance as the idea. This outlet store haves the same

normal ZARA, the only difference is normal ZARA, the only difference is normal ZARA, the only difference is core values and appearance as the normal ZARA, the only difference is core values and appearance as the core values and appearance as the normal ZARA, the only difference is core values and appearance as the

that this outlet ZARA has clothes for that this outlet ZARA has clothes for that this outlet ZARA has clothes for normal ZARA, the only difference is that this outlet ZARA has clothes for normal ZARA, the only difference is normal ZARA, the only difference is that this outlet ZARA has clothes for normal ZARA, the only difference is

cheaper prices.cheaper prices.cheaper prices.that this outlet ZARA has clothes for cheaper prices.that this outlet ZARA has clothes for

All clothes from early seasons go to this outlet store. The benefit for customers is that they have the choice to buy new season quality clothes for a little bit more than they used to, or to buy last season quality clothes for a little less than they are used to. Customers dont have to wait for the sale season, because they have the possibility to buy their ZARA clothes for a cheaper price at the ZARA Outlet store whenever they want, all seasons.

When the sale season is there, ZARA uses the usual method. Items are getting a discount label while they are still in the normal store. Besi-des the sale in the normal ZARA, ZARA Outlet also praises off items in the same way as the normal ZARA does: items getting a discount label. Customers have the benefit that they are having an outlet item with sale (double luck).

Customers can see at the price tag if they are buying an outlet item or an item from the new season. There will be a crossed normal price, and an outlet price in red on the price tag by ZARA Outlet clothes.

When ZARA uses the outlet-con-cept, customers are getting more appreciation for the store. The qualities of all ZARA clothes are the same and customers can make a choice if they want to spend more or less for their items.

Customers can see at the price tag if they are buying an outlet item or an item from the new season. There will be a crossed normal price, and an outlet price in red on the price tag by ZARA Outlet clothes.

When ZARA uses the outlet-con-cept, customers are getting more appreciation for the store. The qualities of all ZARA clothes are the same and customers can make a choice if they want to spend more or less for their items.

Persona Liza, 23

My name is Liza. I am 23 years old and I live

in Eindhoven. I am a law student

and I am in my 3rd grade now. Cant wait to

finish school and to go practice in

real life! When I am not at school, I love to go

shopping with my friends. Because

of my study, I cannot work a lot and that is wh

y I do not have a lot to spend. The

store where I like to shop at most is ZARA. Th

is store knows what fashion is!

Every time I am there, they have the lovelie

st pieces in store.

I also have little sister, Sarah, who is 16. She

also loves ZARA. When my mom,

Sarah and I go shopping in Eindhoven, we can

spend hours and hours in the

ZARA. Every time I fall in love with somethi

ng new, no matter what! But what I

do not like is the quality of the basic line. I h

ave a lot of black and white basic

shirt, because they are so cheap! The disadv

antage of this cheapness is the quali-

ty. The seam is loose every time. And I hate

that! When I buy something more

expensive at ZARA, the quality is good. I wis

h the quality of the products were

the same for the same affordable prices.

Last time I was there, I fitted the loveliest dr

ess that matched my long brown hair

and my light blue eyes. I fell in love directly.

The sale assistant told me that she

loved the dress at me as well. When I saw th

e price tag, I was shocked. How the

hell could this dress cost 150 euros?! I could

feel that the quality was amazing;

maybe the dress was this expensive for that

reason. I had no money for the dress

right now. The only thing I could do was wait

ing for the sale, and hoping that

nobody would fit that dress in my size. When

I took of the dress, I looked at the

price tag just one more time. This time I look

ed a bit better. What I saw was unbe-

lievable: normal price 150 euros, outlet pric

e 75 euros. What?! This was my

lucky day! The dress that I wanted SO much

was an outlet item! Hell yeah! The

dress is so perfect! I did not have to wait for

the sale season, this was a dress

from last season, and I am still rocking it!

Persona Liza, 23

My name is Liza. I am 23 years old and I live

in Eindhoven. I am a law student

and I am in my 3rd grade now. Cant wait to

finish school and to go practice in

real life! When I am not at school, I love to go

shopping with my friends. Because

of my study, I cannot work a lot and that is wh

y I do not have a lot to spend. The

store where I like to shop at most is ZARA. Th

is store knows what fashion is!

Every time I am there, they have the lovelie

st pieces in store.

I also have little sister, Sarah, who is 16. She

also loves ZARA. When my mom,

Sarah and I go shopping in Eindhoven, we can

spend hours and hours in the

ZARA. Every time I fall in love with somethi

ng new, no matter what! But what I

do not like is the quality of the basic line. I h

ave a lot of black and white basic

shirt, because they are so cheap! The disadv

antage of this cheapness is the quali-

ty. The seam is loose every time. And I hate

that! When I buy something more

expensive at ZARA, the quality is good. I wis

h the quality of the products were

the same for the same affordable prices.

Last time I was there, I fitted the loveliest dr

ess that matched my long brown hair

and my light blue eyes. I fell in love directly.

The sale assistant told me that she

loved the dress at me as well. When I saw th

e price tag, I was shocked. How the

hell could this dress cost 150 euros?! I could

feel that the quality was amazing;

maybe the dress was this expensive for that

reason. I had no money for the dress

right now. The only thing I could do was wait

ing for the sale, and hoping that

nobody would fit that dress in my size. When

I took of the dress, I looked at the

price tag just one more time. This time I look

ed a bit better. What I saw was unbe-

lievable: normal price 150 euros, outlet pric

e 75 euros. What?! This was my

lucky day! The dress that I wanted SO much

was an outlet item! Hell yeah! The

dress is so perfect! I did not have to wait for

the sale season, this was a dress

from last season, and I am still rocking it!