• Established in 1985 in Spain
• Owned by Inditex Group
• Product Line
-
Women: Clothing, Accessories, Soft, Fragrances, Eyewear
Men: Clothing, Accessories, Soft, Personal
Tailoring, Fragrances, Eyewear
Children : Boys & Girls clothing
Baby
• Financial information
-
The sales reached 1 billion euros ($1.3 billion) in 2012.
The revenue growth > retail space expansion
Inditex’s most profitable brand in 2011
Operating margin
24
19

Stores
521 stores
In 47 countries
2 US Stores : NYC (Fall 2012) , 689 5th Ave
Washington DC (Fall 2012)

European Style

Target Audience
Cosmopolitan, Urban
Like to urban, elegant,
classical and sophisticated
clothing styles
Between 20-35 years old
Enjoy quality and good
design at a price
NYC locals and tourists
Young professionals or
office staffs
Upper middle and upper
social economic class

SWOT
Strengths
•
•
•
•
•
Strong European presence
Classic European style
Prime location on 5th Ave
Visually appealing website
Engaging video content
Threats
• Over saturated marketplace
• Many European brands entering the
US marketing in the past 5 years
• Many well established competitors
with large digital followings
Weaknesses
• Low US brand awareness
• Low social presence (compared to
competitors)
• Not utilizing all appropriate social
channels
• Not using paid search, paid social, or
display ads
Opportunities
• Growth in the US market, specifically
NYC
• Leveraging digital marketing practices
to grow digital presence and increase
US brand awareness
• Use digitally tied local promotions to
attract customers to the NYC store

Competitors
Type: Division of The Gap, Inc.
Founded: 1978
Number of locations: 642, more
than 500 in United States
Headquarters: San Francisco
Type: Private
Founded: 1983
Number of locations: 333
Headquarters: 770 Broadway, NYC
Annual Revenue: 1.7 billion, FY 2011
Type: Public company
Founded: 1967
Number of locations: 631
Headquarters: 650 Madison
Avenue. NYC
Annual revenue: 4.98 billion , FY
2010
Type: Subsidiary of LVMH
Founded: 1989
Number of location: 70
Headquarters: 550 Seventh
Avenue, NYC
Products:Fashion, leather goods
and watches

Competitors
6.7 M
438 K
40 K
4.5 M

Current Digital Presence
Digital
Platform
Detail
321K
Website
√
No social network links
Facebook
√
All the content is about photos featuring products and models;
No interactivity; Less activity.
16K
Twitter
√
For customer service: Just answering questions
1K
Pinterest
√
Few people like or repin the pictures; not connect with its other
social network; relatively fewer followers
Instagram
√
Not active
Youtube
√
High quality videos; Not organized
Blog
√
Good content; Hard to find the blog; Less active
APP
√
For E-commerce; No brand experience
SEM
X
Display
X
Email
√
There’s enews letter sunscription link, but I’ve never received any.
3K
n/a

Problems
• Low Brand Awareness
• Strong Competitors

Problems
• Lack of Customize Marketing Effort
– Diversity in the marketplace
• Average to Poor Reputation on Customer
Service
– Staff lacking product knowledge

Objective
• Increase awareness in US
• Increase store traffic in NYC

Recommendations
•
•
•
•
•
Utilizing paid digital media
Editorial placements
In store blogger events
E-mail VIP shopper event
Social media tie-ins

Paid Media
Banner ads
video
Facebook Ads
Sponsored Posts
Paid search

Editorial Placements
Online
store
Social
Media
Fashion
Blogs

NYC Fashion Blogger Event
Fashion
Fashion
Blogs
Event
Social
Media

E-mail Invite Only VIP Shopping Event
Email
VIP
Event
Online
Store
Social
Media
Fashion
Blogs

Media Tactic
User Generated Content
User Generated Content
Social and
blog posts
In Store
Event
Send out
invitation
Email
Social
Website
Store
Paid Social
Call-to-action
Invite people to
join newsletter
Inform of launch
MD Blog
Paid Search
Banner Ad

Media Schedule
Pre-Launch
April
Launch
May-Aug
Eval.
Sept
Maintain
Oct - Dec
Website
Update
Improve
Social Media
Update
Improve
MD blog
Launch
End
Jan
Maintain
Magazine
Blast
Email
Digitallytied
In store Event
Banner Ad
Launch
Improve
Mid
Discount
Push
Improve
Paid Search
Launch
Improve
Paid Social
Launch
Improve
Mid: Measure success and how to improve
End: Measure success and how to improve
End