zara: from catwalks to sidewalks
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A complete digital strategy for ZaraTRANSCRIPT
Zara: From Catwalks to Sidewalks
A complete digital strategy Created by: Alice Naser
Fast Facts, Fast Fashion
• One of the largest interna?onal fashion companies
• HQ in La Coruña, Spain • Customer is at the heart of unique business model – Design, produc?on, distribu?on, sales
• Belongs to Inditex – One of the world’s largest distribu?on groups
Target Audience
• Outside Europe • Fast Fashion • Premium, but affordable
• Luxury, marketed to the masses
• 20-‐30 something's • Career driven • “From Catwalks to Sidewalks”
Social Media • Facebook • TwiXer • Tumblr • Pinterest • Instagram • Spo?fy • Vine • Vimeo • YouTube
Blogging & Beyond
• Blog – “Behind the Scenes” – Who works at Zara
• Website • Online Shop • Mobile App & Magazine • Banner Ads
KPI: Measuring Success • Facebook, TwiXer – 20k likes/followers – Monitor retweets & men?ons
• 15 RTs, 30+ men?ons • Instagram, Pinterest – 30k followers, 100+ likes per photo
• Vine, Vimeo monitored by shares & views – At least 3,000 views within 10 days
• Spo?fy – Playlists heard in store & online shop
• Fan growth rate: 10 day period
Big Idea
• Brand loyalty • Hashtag campaign • Street style contests • Who is the Zara customer – Across all markets (men, women, children)
• Style iden?ty – Sense of community – Emo?onal, psychological level
Tool & Tac?cs
• Ver?cally integrated – Limit outsourcing
• 104 shopping seasons • Fast Fashion • Na?onal Campaign (Online) • Local Campaign – Outside select stores – “Z” Days
Compe??on? H&M, Mango, Topshop, Gap
Budget • Base charge of $50 per media outlet • +$200 per project fee • +5% commission fee (based of performance)
• Ex: Tumblr, Pinterest, Facebook, TwiXer, Instagram, Spo?fy, Vine, Vimeo, Official Website (50x9= $450)
• +1 project per medium OR mass campaign across all plaoorms (200x1= $200)
• +5% commission on total new sales (amount will vary)
• Mobile, App, Web content will require crea?ve and management team (writers, developers, designers)
Zara: The Future
• Leader across the world • Reach out to customers digitally • Unique brand perspec?ve • Loyal shoppers
Sources
• Zara’s Official Website • The New Rules of Marke?ng & PR • The New Media Driver’s License • The New York Times • Skema Research Trend • The Guardian • Bloomberg Business Week