Zara People
Currently, there is low brand interaction and little conversations between Zara and its consumers. There is also little communications about the Zara's values and personality, hence forming weak imagery of the brand.
We also learnt that fashion chasers love their clothes and they derive fun from dressing up. They like to take photographs of their Outfit of the Day (OOTD) and share it on their public profiles. They appreciate the attention drawn through their dress sense and enjoy observing other person’s dressing as well.
Zara People
Zara People will be launched through a dedicated online site and the Zara mobile application. Consumers can have a profile which they will upload their OOTD photographs when they don Zara clothes. It is automatically linked to their social media profiles and any likes and comments received on those platforms will reflect as buzz points on their Zara People profile. There will be a main feed on both the website and app where all the users can see how people are wearing Zara clothes locally.
Zara Magazine
Outstanding OOTD photographs would be picked and highlighted on Zara Singapore magazine to further gratify Zara brand fans. This magazine would act as a style guide which will publish the latest runway fashion style and demonstrate how it can be achieved through Zara apparel. It will feature hot trends and fashionable people on the street who depict the Zara style. This magazine will be also be the main marketing tool for Zara to highlight its excellence in production, quality in fabrics use and workmanship as well as its values and environmentally friendly practices. Consumers can pick up a copy of the Zara magazine at the entrance of stores or at the sales counter after their purchase.
Zara Runway Show
Biannually, Zara will hold an exclusive preview show to showcase a limited collection launch. This will be open to only a lucky hundred who has generated the highest buzz through their OOTD during the 6 months before the show. They will get to watch a runway show live in a Zara store and purchase the limited collection. This serves as a reward to Zara users so as to encourage higher contribution to conversations about Zara and hopefully encourage them to buy more Zara clothes to wear on different occasions.
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Issues Resolved
As Zara is quite weak on imagery, Zara magazine would be a useful tool to communicate about its values and enforce desirable associations through the content. A view into its production would draw closer association about the quality of its products, forming positive opinions about Zara products. This channel will also be in line with Zara’s belief in non-flashy advertising. With more communication about the value Zara brings to its consumers, it is likely to positively impact on the judgment for the brand. Zara will thus have more control over its own branding.
Zara is weak on the emotional route on CBBE and is not viewed as an exciting brand. By providing an avenue where consumers can flaunt their OOTD and receive admiration, Zara can make it fun for users to wear Zara clothes. Adding attractive extrinsic rewards to encourage higher activity would also make it more exciting and provide motivation to purchase and wear more Zara clothes, making Zara lovers into buyers too. Having an exclusive Runway show just for these Zara lovers would contribute to a strong relationship with them. The extra element of connecting social media to the platform will boost positive WOM, such that when users are donning Zara apparel and sharing it on their profile, it is usually attractive and seen as the good stuff.
It would also build resonance as consumers are actively engaging with Zara products and the Zara People community. Zara apparels are now providing a greater purpose than just dressing people, providing a form of attachment to the brand through providing additional pleasure. The Zara People community will be where all the fashionable people exist and users will want to be associated to this profile of users.
It's Within Your Reach
These tactics have been tailored around the idea of “It’s Within Your Reach”. Zara People will showcase OOTD worn by people from all walks of life and not models, carrying the idea that anyone can be as fashionable as they want to be and designer fashion is truly within their reach. Publishing some of the OOTD on the Zara magazine would also show how Zara can enable some fashion forward users to become a model in their own rights. Lastly, by bringing runway shows closer to an average fashionista, we send an implicit message that all this glamour and prestige are accessible to anyone who loves Zara.
Zara People
01 Zara People
02 Zara Magazine
Slideshow
Slideshow
