Zara is one of the leading brands with its operations in more than 96 countries with more than 6500 stores globally. The apparel brand is known for its high-end quality products which are relatively affordable than other brands competing in the industry.
Effective advertising is considered to be the backbone of a well-maintained marketing strategy. It is observable in various digital media and social media platforms on the presence of advertising by clothing companies from their company websites to app downloads.
However, Zara stays lowkey to make such drastic investments in their promotional campaign. It is also rare that their founders appear on social media associating the brand or its products.
The company invests as low as 0.3% of its sales into marketing while the average marketing industry expenditure is 3.5%.
As of 2018, the company lets its quality and timely response to speak for itself gaining high positive word of mouth from its loyal customers.
In such competitive industry, the differentiation of Zara lies in its capability to introduce new designs each week. It means that the company introduces new designs faster within a week while its competitors take months to introduce new products.
This is why Zara is considered to be a ‘fast fashion’ company.
Zara’s product portfolio includes clothing and accessories for men, women and children. Broadly, the target market for women comprises of the age group 18 to 40 years.
In 2017, as their unique marketing campaign, Zara introduced “the timeless campaign” targeted for women above 40 years; beyond their general target market.
Apparel industry recruits young models to demonstrate the beauty, but with the “Timeless” campaign, Zara is redefining beauty as confidence and experience as women grow older.
This approach of Zara has extended their clothing target market from 18 to 40 years to beyond that age.
The models in this campaign are Malgosia Bela, Yasmin Warsame and Kristina de Coninck who are at least 40 years.
YouTube videos are featuring these models and their take on ageing. The campaign is highly praised by people throughout the world as Zara broke the stereotyped modelling tradition.
This approach seems to be very favourable for the company. During 2017, the campaign gave Zara an edge on attracting global attention.
There is a possibility that Zara might be left out. This is because of the passive marketing and digital presence as compared to intensive marketing by rivals in the same industry. Moreover, the market of Zara is concentrated within Europe.
In 2018, the company does not seem to have impactful campaigns launched while brands like H&M and Uniqlo are putting a lot of effort in their digital presence.
The case might take a similar road to that of ‘Toys R Us’ is similar. It was loved by its customers, but could not compete with digitised industry and convenient stores like Walmart.
Slashing its prices more than half also did not work. The toy retail closed down at the beginning of 2018.
Zara is sustaining because of the positive word of mouth and minimal digital presence when it comes to advertising.
It is concerning for Zara to start investing in more detailed marketing so that its uniqueness and competitiveness are always matched.