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ZARA -Digital marketing
- 1. DIGITAL MARKETING BY HIMANSHU GUPTA PRN 17021021257 SECTION B
- 2. . Zara SA Type Sociedad Anónima Industry Retail Founded 1975; 44 years ago (as Zorba) Spain Founders Amancio Ortega Rosalía Mera Headquarters Arteixo (A Coruña), Spain Number of locations 10,000 stores Area served Worldwide Products Clothing Revenue $18.9 billion annually (2018) Parent Inditex Website store.es
- 3. HISTORY OF THE BRAND Amancio Ortega opened the first Zara store in 1975 in central A Coruña, Galicia, Spain. Ortega initially named the store Zorba after the classic film Zorba the Greek, but after learning there was a bar with the same name two blocks away, they rearranged the letters molded for the sign to "Zara". It is believed the extra "a" came from an additional set of letters that had been made for the company. The first store featured low-priced lookalike products of popular, higher-end clothing fashions. Ortega opened additional stores throughout Spain. During the 1980s, Ortega changed the design, manufacturing, and distribution process to reduce lead times and react to new trends in a quicker way, which he called "instant fashions". The improvements included the use of information technologies and using groups of designers instead of individuals.
- 4. UI FOR BUYING EXPERIENCE !
- 5. SWOT ANALYSIS Strengths Ability to create fashion Active use of stores High turnover of product Vertical systematization of product process Weakness Middle priced goods Repeated sales of out-of-stocks Limitation on service Opportunity Global fashion product Diverse cultural area Growth of fashion market Threat Emerging newcomers Limitation of design copies
- 6. AD CAMPAIGN Zara's Curvy Denim Ad Campaign Draws Backlash on Social Media Zara debuted a new denim line for curvy women, but they're facing controversy over the ad campaign they've chosen to promote the jeans. In a day and age where it should be looked upon favorably to design for women of all sizes, the brand's choice in models told the opposite story.
- 7. Social media presence Fast-fashion giant Zara is worth over $13 billion - despite spending less than 0.5% of its annual revenue on advertising.
- 10. WEBSITE ANALYSIS To conclude this statistics shows how Zara does not spend much on social media advertisement and because of rich SEO practices it gets only .23 % of the traffic from paid sources.
- 11. WEBSITE EXPERIENCE Easy to use Better UI than competitors like GAP, H&M etc Does not lack with perfect UI and design. Content is uploaded mostly on the official site of ZARA. Good return and exchange policy Pop-up filter to keep the customer engaged. Re-marketing like every other brands.