Retail
___________Impact of the Closure of the Inditex group: Redefinition of the commercial mix
INITIAL SITUATION
Given the imminent closure of 3 of the Inditex Group's brands (more than 8,000 m2 and among them a Zara establishment) in its fashion wing, the most current fruit of an expansion, the Property of the 48,000 m2 GLA shopping center is proposes estimating the real impact of its departure, at the level of fashion and the rest of the shopping center, and the redefinition of the mix of that area that allows:
Maximize your potential.
Improve coexistence (coherence) with the rest of the shopping center (old part).
Test predefined alternatives, both in concept and specific establishments.
METHODOLOGY
Phase 01
Motivational exploration, generation of ideas and alternative concepts (qualitative):
- Analysis of attitudes and motivations associated with the shopping center and the departure of the Inditex group.
- Generate new concepts and test coherence and strength when presenting predefined concepts/territories.
Phase 02
Workshop
- Co-creation phase based on the inputs obtained in the previous phase to optimize and feed the subsequent quantitative phase.
OBJECTIVES AND RESULTS
Understand how the different areas and commercial sectors that comprise it coexist within this CC
Determine the market reality of the shopping center, based on its capacity of attraction, penetration and perceived image and positioning in its area of influence.
Detection of shortcomings, demands and possible strategic paths to follow that can be tested and confirmed in their quantitative phase
Obtain and quantify that composition of the
mix that:
1. Maximize the preferences of the potential user.
2. Optimize current buyer penetration levels.
