Zara: Fast Fashion

BAD PROMOTIONS AGENCY

OBJECTIVES

• Execute an initial promotional strategy plan to reach more consumers in the target market.

• Focus on integrated brand promotion Mass media Direct marketing Banners Branded entertainment

STRATEGIES

• Market Segmentation• Ages 25-35• Fashionable• Price Conscious • Young professionals• Single/newly married• No children• Socialists

• Promotional Strategies• Become a brand in

consumers’ evoked set and top of the mind.

• Highlight the value consumers will receive

• Establish differentiation• Build brand loyalty

through customer intimacy

• Self-expressive brand positioning

MASS MEDIA

• Ads will feature either brand’s name or key merchandise found in all stores. Refer to the above DKNY ad.

• Ads will run in the top 3 fashion magazines

MASS MEDIA

• Billboards will be displayed in cities featuring new store openings. Refer to the GUCCI & Emporio Armani billboards.

• Radio Broadcasting will be featured in the cities of the new stores.

DIRECT MARKETING

• Customers on mailing will receive exclusive promotions, consisting of dollar or percentage amounts off their purchase, holiday sales, and free shipping.

BANNERS

• Using search engine marketing and cross-site scripting, Zara would be the first brand to populate when key words were search by consumers. (Red circles indicate where the Zara brand name would appear.)

BANNERS

• Click-through banners and pop under windows will appear when searches are executed on key words that Zara has previously bid on.

• Cookies will also place ads on the webpages when consumers have searched key words or visited the Zara e-commerce website.

• Banners will be added to fashion sites and social media sites as well

BRANDED ENTERTAINMENT

ZARA

• Branded entertainment will be a second-hand marketing attempt, placing shopping bags or merchandise in movies relating to the brand.

Arcadia Group Financial Reports. (2012). “Arcadia Group Financial Results 2010-2011.” Retrieved from http://www.arcadiagroup.co.uk/press-relations/press-releases-1/arcadia-results-2011  Eliasson, G., Kristbjarnardottir, S., & Lopez, C. (2011). Zara. Issuu. Retrieved from

http://issuu.com/sandraoskkristbjarnardottir/docs/zarareview  Inditex Group. (2012). FY2011 Highlights and Zara, slides 7, 18. Presentation presented at 2011 Results meeting, A Coruna, Spain. Kenna, A. (2011). “Zara Plays Catch-Up with Online Shoppers.” Retrieved from www.businessweek.com  Robin, M. (2012). Leading company. Retrieved from http://www.leadingcompany.com.au/big-ideas/no-advertising-no- outsourcing-why-zara-is-beating-expectations-despite-a-languishing-economy/201206151434 Urban Outfitters INC. (2011). Annual review (Rep.). Retrieved from http://investor.urbn.com/phoenix.zhtml?c=115825&p=irol-reportsannual  Yan, Betty. (2012). “Fast Fashion: Too Much of a Good Thing.” Retrieved from www.arbitragemagazine.com  Zara, A Spanish Success Story. (2001). CNN. Retrieved from http://edition.cnn.com/BUSINESS/programs/yourbusiness/stories2001/zara/  Zara and H&M: Fast Fashion on Demand « The Model Management Blog. (2012). The Model Management Blog. Retrieved from http://blog.modelmanagement.com/2010/06/01/zara-and-hm-fast-fashion-on-demand/ Zara (n.d.). Fibre2fashion.com. Retrieved from http://fashiongear.fibre2fashion.com/brand-story/zara/advertisements.asp

REFERENCES