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Zara from catwalks to sidewalks ppt

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Zara from catwalks to sidewalks ppt

  1. 1. Zara:  From  Catwalks  to  Sidewalks   A  complete  digital  strategy     Created  by:  Alice  Naser  
  2. 2. 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  
  3. 3. Target  Audience   •  Outside  Europe   •  Fast  Fashion   •  Premium,  but   affordable   •  Luxury,  marketed  to  the   masses   •  20-­‐30  something's   •  Career  driven   •  “From  Catwalks  to   Sidewalks”  
  4. 4. Social  Media   •  Facebook   •  TwiXer   •  Tumblr   •  Pinterest   •  Instagram   •  Spo?fy   •  Vine   •  Vimeo   •  YouTube  
  5. 5. Blogging  &  Beyond   •  Blog   –  “Behind  the  Scenes”   –  Who  works  at  Zara   •  Website   •  Online  Shop   •  Mobile  App  &  Magazine   •  Banner  Ads    
  6. 6. 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    
  7. 7. 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  
  8. 8. Tool  &  Tac?cs   •  Ver?cally  integrated     – Limit  outsourcing     •  104  shopping  seasons   •  Fast  Fashion     •  Na?onal  Campaign  (Online)   •  Local  Campaign   – Outside  select  stores   – “Z”  Days  
  9. 9. Compe??on?     H&M,  Mango,  Topshop,  Gap  
  10. 10. 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)  
  11. 11. Zara:  The  Future   •  Leader  across  the  world   •  Reach  out  to  customers  digitally   •  Unique  brand  perspec?ve   •  Loyal  shoppers    
  12. 12. 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  

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