Zara Cares
Zara has an active social mission, which unfortunately, is known by few. Some of its environmentally friendly and sustainable practices include the use of ecological fabrics, eco-efficient stores, use of biodegradable paper bags and recycling. According to the survey we conducted, only 11% of customers were aware of such practices endorsed by Zara. However, a significant 32% of respondents actually said that they would be more inclined to purchase from a brand that supports a social cause. This indicates that Zara has an untapped potential market and can leverage on its social mission to develop an enhanced relationship with customers.
Zara Receives
Since recycling is one major aspect of the company’s social mission, we suggest that Zara implement a trade-in initiative that encapsulates the spirit of recycling. This programme allows customers to trade-in their old pieces of Zara apparels for an incentive. Every piece of old Zara apparel that is still in wearable condition traded in will give the customer a 5% discount on his or her next purchase. The cap on the claims would be 20% so as to prevent people from abusing this program.
Zara Gives
The clothes collected from Zara Receives will be sorted and reconditioned before donating to the underprivileged. Existing programs such as “Dress For Success” helps disadvantaged females who do not have the ability to afford clothes suitable for work. By partnering with this organization, we can contribute to the cause of helping these females gain economic independence by dressing them in confidence.
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Issues Resolved
Through this trade-in programme, we aim to highlight Zara’s CSR story to customers. This is one way of creating positive imagery, where associations such as ‘socially responsible’ and ‘brand with a cause’ will be forged more strongly with customers. This will then lead to improved feelings and judgment about the brand.
Being a fast-moving clothing company also brings concern to creating a big environmental footprint and through collecting unwanted Zara clothes, it is an effort towards recycling. As consumers participate in this program, Zara is able to help its consumers contribute towards the environment. Providing them a discount would be a good incentive to reward these environmental-friendly behaviour. Moreover, since it is a participative program for the consumers, there will be higher awareness about Zara as a caring brand.
We noted that the wardrobe of fashion-forward customers could be accumulated too quickly because of their regular buying behaviour. As they like to replenish clothes, we provide an avenue for them to clear their old Zara clothes which are not of their fit or liking anymore. By marrying the concept of flea market and Salvation Army, which is to reward them with monetary incentive (in the form of discounts) with donation, they would be able to satisfy their need to chase fashion while doing good for the environment.
Alongside, the “giving” part of Zara Care will go to disadvantaged females. This would be a meaningful cause for Zara to endorse as it is about dressing woman and providing confidence to women when they put on Zara clothes. This would ensure that the good quality Zara clothes would not go to waste and draw close associations to helping women feel confident about themselves. We hope to achieve a closer emotional attachment with women who hear of this program and those who have been helped by Zara. This dimension of CSR would add value to the brand as a whole.
It's Within Your Reach
We have chosen a social cause which is strongly related to the brand purpose. Through empowering the disadvantaged females with the confidence to enter the workforce, we convey to them that a better life and self-dependence is “within their reach”. Moreover, Zara users who have donated the clothings would enjoy discounts which subsidizes Zara apparel, hence making it more attainable.
Zara Gives
