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Pull & Bear

Allison Nordstrom, Emily Paslawski, Autra Namvar


AGENDA
Introduction
Current Analysis
Marketing Mix
International Plan
Digital
Gamification
Corporate Responsibility
Retail Strategy (Autra)
Innovation Strategy (Autra)
Trends (Autra)
Conclusion (Alli)
INTRODUCTION TO PULL & BEAR
Established by Inditex in 1991

Appeal to a younger segment


Combination of fashion, price and quality

1998: E-commerce launched

2011: Limited Edition Childrens Collection for 20th Anniversary

2017: 930 Stores in 72 Markets + 2 Online Markets


BRAND POSITION High Price

Benetton

Massimo Dutti
Gap
Fashion - Fashion +

Zara
Pull and Stradivarius
Bear
H&M
Bershka
Low Price
BRAND TARGETS
Young Target Mature Target

Teens Grew up with the brand


Casual Style Inspired by international fashion trends
Cotton Materials More formal than younger group
Sweatshirts, T-shirts, jeans and hats Transfer from daytime to eveningwear
Lower purchasing power Casual brand for Inditex chain
Corporate Structure
Combination of Standalone Stores and Franchises

Standalone Stores: Operated by the company


Ex.: Germany, Mexico, Italy, Russia and China

Master Franchisees:
Franchisees are selected for their experiences in fashion retail distribution
Governs a geographic area
Adhere to guidance from head office on decoration
Ex.: Colombia, Thailand, Morocco, Venezuela
Current Analysis
MACRO ANALYSIS- SPAIN
Political
Parliamentary Monarchy, transitioned from a dictatorship
17 autonomous communities with powers by Spanish constitution
European Union has legislative and economic power

Economic
Recovery from recession
GDP per Capita: 23 000 euro
Unemployment is at a low of 18.63%
Three main sectors: agriculture, manufacturing and service
MACRO ANALYSIS- SPAIN
Social
Four official languages: Castilian Spanish, Catalan, Galician and Basque
Roman Catholicism is main religion
Well-developed tertiary education system
Effective public health care

Technology
Nearly every citizen has internet connection and multiple devices
Competition in e-commerce area
Catalonia, Andalucia, Pais Vasco and Madrid are huge R&D investors
MACRO ANALYSIS- SPAIN
Environmental
7th Highest ranked on environmental policies
2nd largest forested surface in the EU
Good air and water quality

Legal
Legal framework is comparable to other EU countries
Country allows 100% foreign investments
Still government intervention especially in the energy segment.
MICRO ANALYSIS - PULL AND BEAR
Strengths Weaknesses
Member of Inditex Group Less many sales and promotions than
Well-known Global Brand competitors
Strategic Store Locations Reputation of lower quality and worse
Strong use of technology design

Opportunities Threats
Increasing male interest in fashion Fashion is extremely competitive
Increasing role of technology in retail market
Retail industry becomes more Price sensitive clients
international Changes in countries economic
conditions
MARKETING MIX
Product

Several clothes lines, footwear, accessory, jewellry, fragrance, headphones, long


skates and sunglasses
MARKETING MIX
Price

Prices are considered low compared to other brands in the Spanish market.

Place

Store specifications:

Must be located in main streets or in shopping centers


750 m2
18m facade and 4.5 m overhead
MARKETING MIX
Promotion
Offer several sales. Ex. current mid-season sales and Rebajas in the beginning of
the year.

People
Must embody the corporate culture of Teamwork, Open Communication and
High Standards
9400 professionals
High levels of internal promotion
Employee stability and continuous training.
MARKETING MIX
Process
Supply chain is shared with other Inditex Brands
1725 suppliers
6298 factories in 50 countries
60% production from suppliers close to physical headquarters

Physical Environment
Designed for brand coherence
Palm Springs themes and designs are full of life
Eco-efficient and LEED certified
International Marketing
Plan 2018
DIGITAL
Current Presence

Instagram
Biggest asset
Facebook
Email
Brand Management
Clear, defined positioning
Mobile Shopping App
DIGITAL
Future Ideas
SEO/SEM Improvement
Capture all of the search page
Problems in past
Neuromarketing tactics
Engaging environments
Studies on product placement
Utilizing emotional advertisements
Snapchat
Increased interaction with brand
Artificial intelligence on website
Assistant shoppers
MWC
GAMIFICATION
Nothing currently in place

Methods to improve Pull & Bear Gamification

Mobile Shopping App Personalized Customer Experience


Accounts, rewards, monthly games
Points Systems
Credit card access with rankings for $ spent
Recurring Games
Encouraging consumers to interact with the brand
Increased store visits
Weekly challenges
Higher probability to purchase each visit
CORPORATE SOCIAL RESPONSIBILITY
Cruelty-Free Products. This is in line with the rest of the Inditex group where
under no circumstances may animal products deriving from animals
slaughtered exclusively for the use of their skins, shells, horns, bones, feathers,
down or any other material be used.
This includes the Fur Free retailer program
Any cosmetics sold here are not tested on animals.
Current Environmental Sustainability Commitments include:
a. Eco-efficient store
b. Reuse programme (for hangers and alarms)
c. Environmental Training and awareness
d. Ecological shopping bags (Biodegradable and FSC certified)
e. Recyclable Gift Cards and Affinity cards
f. Recyclable Communication materials
g. PVC- Free Footware
MOVING FORWARD
Develop a Merchandise and Material Continue Environmental Initiatives
Recycling Program
Recyclable working materials
Donations to homeless shelters Energy efficiency in brick & mortar
Reusing merchandise that doesnt sell
stores and offices
Utilizing materials that can be reused if
left over Reusing tools in-store (hangers, alarms,
Customer donations in stores etc.)
Potential in-store discount (10-15%) when Reducing carbon footprint throughout the
customers donate old clothing
supply chain
Employee incentives to only wear and
recycle Pull & Bear clothing
Free replacement of old clothing when
recycled back to the store
USING THE CSR PLAN TO DRIVE SALES
Via Social Media Via Physical Locations

Instagram Pull and Bear Stores

One of their greatest strengths Drop-off points for old clothing will be
Finding eye-catching ways to promote clearly indicated and accessible to
new programs customers.
Instilling a sense of responsibility in their Staff to be well educated on the process
customers through carefully crafted posts and program initiatives
Hiring social media experts New print materials released to educate
Engaging with customers about issues consumers about the existence of the
that matter to them program
RETAIL STRATEGY
Pull & Bear currently has over 900
stores in across 68 countries
The stores are very in your face with
bright lights and videos all around and
extra props to display
The stores strategically places all their
items
Affinity card for all Inditex companies
in certain locations
Alterations
RETAIL STRATEGY
Issue: Suggestion:

The store frequently collaborates with Collaborate with street artists,


comics publishing companies and graffiti artists, and Instagram
cartoon brands to create limited famous artists who identify with
edition shirts the same values of the store
Comic and cartoon brands are seen
Embrace how international the
as out of date and immature
brand is and incorporate
Many clothing items have American
popular sayings in the countrys
sayings on them, although there is no
store in America own language
INNOVATION STRATEGY
Incorporate music in most
new promotional ideas
Scan & listen T-shirts
Each music themed shirt has
a QR code that will download
a playlist when scanned
Youtube project called
#bemorebarrio following
the world's most genuine
neighbourhoods through
music
INNOVATION STRATEGY
#PULLANDBEARHOUSE

In 2016, Pull & Bear celebrated its new


headquarters in Narn
The building was designed to be
integrated into the natural environment
and reduce its environmental impact
They put on a festival in the gardens
that surrounded the building
Bands, food trucks, and popular young
celebrities came
NEW MARKETING IDEAS & TRENDS
Digital Marketing Neuromarketing
SEO: drive traffic for searches with Since individuality is a big
popular events for young people such value for the brand,
as music festival outfits and Spring starting an anti bullying
Break accessories campaign
Such a widespread international An emotional video could
brand, one city monthly should take bring in support
Shows that the brand cares
over a social media source
about their young
consumers
CONCLUSION
Brand positioning: Zaras younger, relaxed sister in the Inditex brand
Casualwear for the everyday young person
Successful structure
Appeals well to its current audience, room for improvement
Widespread international representation and strategic store layout
Goal moving forward: become a modern retailer that breaks into new
marketing and technology trends first while growing their consumer base
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"Pull&Bear SWOT ( SWOT Diagram) | Creately". Creately.com. N.p., 2015. Web. 6 Mar. 2017.

"Spain Economy: Facts, Population, Unemployment, GDP, Business, Trade". Heritage.org. N.p., 2017. Web. 4 Mar. 2017.

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