JessicaGreenfield FMS503 Digital Publishing FINAL POST

JESSICAGREENFIELD FMS503 Digital Publishing from jessgreenfield

Shoe GIF Shoot

Here are some GIFs that I created in the photo studio. I used a white colourama, and attempted to have no shadows. I feel that the top GIF with the pink pointed shoes looks more effective, although they are very simple, I feel that this will be a nice way to break up the page on my Zara website. The colour from the Cacti is a vibrant contrast, and goes well with my theme of adding green into the colour palette. 

Shoe GIF

A rough test shoot of a shoe GIF, that I made.

Shoe Editorial GIF

Zara Inspired Still Life Images

These images are my inspiration for the type of shoe editorial I would like to achieve. I love the way the models and shoes are so casual, yet classy. I would probably get all black or white shoes, and place them in an aesthetically pleasing way, I may even turn the editorial into a GIF, of behind the scenes. 

Customer Profile

Zara Website Update ss.16

Fashion GIFs

Ideas for a Fashion GIF:

• Products- Shoe editorial, or opening of a coat. 
• Colours- Black, white, greys, nude, very neutral tones. 
• Textures & Materials- Fur, leather, cotton, wood. 
• Lighting- Bright, no shadows.
• Location- Studio with white or grey colourama. 
• Props- White boxes, to break up the background. 
• Emotions- Serious, sober. 

Pinterest Inspiration

Zara || Models, Hair & Make up, Lighting etc... Zara Woman

LOCATION 

For the clothing that is modelled in the clothing section is clearly shot in a studio, with a white colourama. The flooring is often different, with a white textured flooring, this is used in the accessories and shoe sections. However in the editorial sections, the shots are more creative and have different colouramas that suit the mood of the shoot. Some of which are set on location, one image is on a roof top building, with a neutral texture. 

The clothes are the main focus here, if there are fussy backgrounds then it deflects the attention away from the selling point. I do think the location shots are very effective for the editorial, as the clothing hasn't been styled too much so that it is wearable. In the top left image, the burnt orange coat contrasts well against the neutral background. Even though white clothes are shown on the white background in the right image, it is still a strong image, and the customer can easily identify each garment, and still have an idea of how it can be styled.  The backgrounds don't necessarily have any furniture in, apart from the accessories pages and the shoes. They are either placed on boxes, or the models are sat on wooden stools, its created more of a three dimension, rather than being a flat image. Every other image of the shoes/accessories are presented in a different way, either propped up against a box, or on a different coloured contrasted colourama. 

HAIR 

The hair is left very natural looking, natural hair colours, with a wave. In some circumstances the hair looks windswept. Perhaps a stylist is on call with cardboard to flap it creating a breeze to create some more movement in the image, or a wind machine could have been used on a low setting. 

MAKE UP 

As well as the hair, the make up is too very natural. Glossy skin, blushed cheeks, stained or moisturised lips, a lick of mascara and eyeliner. As Zara do not sell beauty products apart from fragrances, this website is highly based in clothing, therefore I feel that Zara wants to remain the attention on the clothing and nothing else. 

MODELS

The models are very tall, slim, and natural looking. Their facial features are very soft, with a strong jaw line. The models ages range from 17-28 perhaps, they appear very youthful and fresh faced. Some with freckles, dark skin, pale skin, and mixed ethnicities. The facial expressions are quite serious, yet soft, some of them are quite flirtatious. From what I can see the models are not showing any tattoos. Quite sophisticated looking girls. The poses that the models do are not very far-fetched, they are relaxed, and are either walking, sat down, or have their hands in their pockets or by their side. There are a range of side profiles of the models, some looking straight into the camera and some looking away out of frame. 

LIGHTING

The lighting is very bright, with a good even exposure and contrast, the models faces are not over exposed and the colour pay off is presented very well. There are hardly any shadows, apart from some of the still life images, however this looks effective as it makes the accessories and shoes look more real and not so static. There are no flash backs on some of the shinier materials, such as the bags and the patent leather shoes. 

PRICES

With the customers having a mid-range income, the customer can spend more money, yet are getting their moneys worth by buying good quality garments at a low price. They can get more items of clothing instead of shopping around in different shops, Zara can cater for their needs, and provide them with a good shopping experience, both online and in store. Zara is classed as a 'designer boutique' store, however with a huge price difference to most boutiques. Even though H&M or Marks & Spencer are not luxury brands, they are still competitors within the same price range. It is about getting the balance right between high fashion and affordable prices. 

PHOTOGRAPHY
In the clothing sections, the majority of the images are photographed front on, in a lookbook style. Depending on the item of clothing the images range from close ups (accessories), mid length (tops and outerwear) and full length images (trousers and dresses). 

Zara Website Design

The general layout of the Zara website, is minimal, simple and easy to navigate around. The Zara logo is situated in the top left hand corner, and is of the font 'Linotype Didot'. I feel that this logo really reflects well upon the brand, with the minimal feel to the clothing and flows well with the other typography on the website. The other font used throughout the website, is Helvetica.

The running colour theme is black and white, with the exception of the colours of the itms of clothing. The background of the website is white, with bold black typography. The text on the website is sometimes placed over the images, both in the editorials and in the clothing collection. The main thing that you notice whilst you are on the homepage, is the Zara logo, and the editorial images that are showing the recent designs.

The initial blog layout is that the categories of clothing ranges, e.g. Zara Man, TRF and Woman, are positioned on the left hand side, slightly below the Zara logo. The text 'SALE', 'COLLECTION SS16', and 'EDITORIALS' are in a bold Helvetica font. When the 'COLLECTION SS16' menu is pressed, a drop down menu appears with all of the items of clothing available to order. In the top right hand corner there are the usual and recognisable icons that appear on almost any other online shopping resource. The search bar, with a long, thin line indicating where the customer can type. There is a 'My Account' option for those who already have an account or those who would like to make one, in order to purchase clothing online. There is a 'Contact' button, which is for returns and complaints. Finally there is the shopping bag logo, where the customers can have all the items that they wish to purchase in one place. 

 

The images on the website are mostly portrait, however there are some that are landscape. On the homepage of the website, the images there are the zoomed in version and landscape version of the most recent editorial shoot. On the homepage it has the offers that are on at the moment. On this occasion, the 'Sale' has been advertised in a subtle, yet chic way. This keeps the Zara brand looking high end and almost a boutique name. The one thing that the Zara website doesn't have, are rollover images, and flashing images to advertise a sale. Zara are quite discreet with offers, and doesn't have any other marketing technique to gain more customers. There isn't any student discount opportunities, or codes that can be used for discounts.

In terms of image size, on the editorial page the layout is set out as if it were a blog. Often there are two images from the same editorial but different sizes, one is slightly bigger and the other is slightly smaller, and they either over lap or are placed a few millimetres apart. 

The editorials are separated out into the themes/season, and the different styles. For example, 'a new grunge' and 'mix and match style'. On the editorial tab on the left hand side, there is the list of the headings from each editorial, this could have been done for ease of access, and narrows down the target audience down a little bit more.    

At the bottom of the website there are four headings; 'Buying Guide', 'Follow Us', 'Policies', and 'Company', they have small headings underneath them with all of the terms and conditions and extra information that the customer may need to know. It also has there social media, and they are advertising their app. Their advertising is very subtle, the customer would have to scroll down right to the bottom in order to see these. 

Also in the editorial section there are some fashion GIFs, one of which was done in the studio. It is of a model who is pulling up her socks. It almost reflects a 'behind the scenes' feel, and can give the customers the feeling of an exclusive delve into the editorial shoot.

The website is App compatible, allowing to show gifs, videos and the editorials in a high quality. 

Zara Demographics

Reader Profile

• Age range; 18-40 
• Mid-ranged income
• For people who are interested in the latest fashion trends, and wants fashionable, and on trend garments at affordable prices.
• Cater for both a smaller size and plus-sized customers
• Aimed at customers with a 'hectic' lifestyle, people with full time jobs
• Heavily influenced and moved by European fashion

Zara sells quality, fashionable products at reasonable prices and based on product positioning. Zara also has the ability to design and finish products to be delivered in stores within 4 to 5 weeks, which allows quick turn around within the stores. The company is able to quickly respond to fluctuation customer demand in fashion trends. 

Zara's USP- Unique Selling Point

"To create or imitate the latest trends within a short two-week period: the new styles are available on sales floors for no longer than 4 weeks. In the case that a product does not sell, its inventory is immediately pulled from the floor and discontinued after one week". 

"Zara is said to have the most unusual strategy...its policy is zero advertising: the company preferred to invest a percentage of revenues in opening new stored instead".

Marketing Techniques/Brand Ethos

• Affordable prices
• Having a unique response to high market demands
• Fast response to fashion trends 
• "Every customer must be heard and we take care of every store as if it were the first one".
• "The secret to Zara's attraction is that, although shopping there is cheap, it doesn't feel cheap. The stores are large, smart, modern and centrally located. The clothes are given room to breathe and unless there is a sale on, so are customers". 
• "Zara does not compete on price. The usual Zara customer is not very price sensitive. Zara rather competes on fashion and they can only do that by having that quick response capability.  

Competition 

"Zara's choices about how to compete, particularly ones connected to its quick-response capability and the ways in which they create competitive advantage". 

Mango 

H&M 

http://www.slideshare.net/roula72/zara-final-search