1. Staying true to the brand

Firstly, throughout all tactics and strategies that we wish to implement, it is important that these applications remain consistent to the brand image. All these years, Zara is well-known for keeping its advertising to a strict minimum. This gives them an advantage over its competitors by making international expansion more economical, resulting in lower total expenditures. In addition, there are also no celebrity endorsements, as Zara does not want to mold their consumers into an image of established personalities. The reason why Zara is able to do this is probably because they are able to leverage on their operational excellence to deliver a differentiated value to consumers that no fashion stores are able to imitate. Runway designs are stocked up in their stores within 2-4 weeks and their season looks are updated at least twice a month. Hence, our strategies will be in line with Zara’s concept of minimal advertising and satisfying customers’ demands through efficient operations.

 

2. Communication targeted at the right segment

Zara targets the Fashion Chasers and Rational Shoppers that mainly consist of women aged 20s to 40s who have substantial spending power. However due to the minimal advertising it adopts, the strategies that the team has proposed hopes to ensure that Zara’s communication methods are targeted at the right segment. Our approaches include opening up more platforms for Fashion Chasers to share their fashion styles to customers akin to them and creating more personal assistance for the Rational Shoppers.

 

3. Embodiment of brand purpose

Lastly, and most importantly, our plans for the brand definitely have to be congruent with Zara’s brand purpose. The main reason behind Zara’s brand is to be able to provide affordable luxury to fashionable and trendy individuals, hence over these years, Zara has successfully worked towards providing fast fashion at reasonable prices in an environmentally-friendly manner, ensuring that their designs are up to date and fashion forward. We want to be able to allow all customers to possess this goodness within their reach!