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ZARA Social Media Strategy

ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.

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ZARA Social Media Strategy

  1. 1. 6 M o n t h s S o c i a l M e d i a C a m p a i g n
  2. 2. H i s t o r y
  3. 3. Amancio Ortega Gaona, Chairmaan and Founder of Inditex (2011) F O U N D E R
  4. 4. •  1975: opens first Zara store in downtown A Coruna, Spain •  1985-1987: Inditex founded as the holding company of the group of businesses. The Group’s manufacturers devote their entire output to Zara and lays foundations for a distribution system that can meet the needs of its expected rapid pace of growth •  1988-1990: Zara opens first store outside of Spain in Oporto, Portugal, later expanding to New York (1989) and Paris (1990) •  2002: Zara breaks ground on its new distribution hub in Zaragoza, Spain •  2003: First Zara Home outlets open •  2004: The Group unveils store number 2,000 (in Hong Kong), expanding global footprint to 56 countries •  2007: Zara Home introduces Inditexs first online store •  2010: Opened its first stores in Bulgaria, India and Kazakhstan, bringing its presence to 77 countries. The Group reached the 5,000-store mark with the launch of a cutting-edge, eco-efficient Zara store in the heart of downtown Rome, Italy. Started selling online •  2011: Passed the 5,500-store mark, with shops in 82 markets. Building on its multichannel retail strategy, the company launched online stores for all of the Group’s brands and opened online Zara stores in the USA and Japan. Pablo Isla was appointed Inditex Chairman and CEO •  2012: revamped image based on four guiding principles: beauty, clarity, functionality and sustainability. Simplicity is the byword throughout the store as part of Zara’s mission to bring customers into direct contact with fashion. Currently reaching 6,000 stores worldwide
  5. 5. H E A D Q U A R T E R S
  6. 6. B U S I N E S S M O D E L & P H I L O S O P H Y
  7. 7. V E R T I C A L I N T E G R AT I O N D E S I G N
  8. 8. C O N S U M E R W A N T S , N E E D S , D E S I R E S
  9. 9. Ta r g e t M a r k e t
  10. 10. T a r g e t M a r k e t • Women and men • 18-40 years old • US shopper • Budget conscious young professionals • Fashion people who can’t afford luxury goods yet • Someone who wants to stay on trend
  11. 11. S o c i a l M e d i a E v a l u a t i o n
  12. 12. • No website comment • No consistent mood/ theme • Does not fit with the season • Simply shows the • Stops uploading since May
  13. 13. O b j e c t i v e s & S t r a t e g i e s
  14. 14. OBJECTIVES 1) To increase social media followers on Facebook, Twitter, Instagram and Pinterest 2) To engage with followers through Facebook posts, tweets, Instagram comments, and Pinterest repins, and likes to increase sales 3) To build brand personality and voice on social media 4) To use promotional campaign, advertising, guerilla marketing, and use the power of social media to spread awareness of the ZARA experience
  15. 15. STRATEGIES 1) Share your ZARA experience on social media through Facebook, Pinterest, and Instagram. Have specific hashtags. 2) Partner with bloggers to get traffic onto ZARA’s social media platforms 3) Guerilla Marketing to get exposure to ZARA 4) Give ZARA a personality through social media
  16. 16. C o n t e n t C a l e n d a r
  17. 17. S o c i a l M e d i a S t r a t e g i e s
  18. 18. Zara is one of the largest international fashion companies. The customer is at the heart of our unique business model, which includes design, production, distribution and sales through our extensive retail network.
  19. 19. Z A R A VA L E N T I N E ’ S D AY C H A L L E N G E
  20. 20. Trop Rouge Julia Engel FB: 12K Instagram: 68K Pinterest: 38K Julie Sarinana Instagram: 741K Pinterest: 23K Christina Caradona FB: 13 K Instagram: 48K Pinterest: 80K
  21. 21. • February, April, and June • Followers upload their ZARA style • Winner will be selected base on the number of Likes and notified via email • $150 gift card – redeemable at ZARA stores or online Sweepstakes
  22. 22. R e s e a r c h & D a t a
  23. 23. R E S E A R C H A N D D A T A
  24. 24. M a r k e t i n g P l a n
  25. 25. To partner with the new and fresh citibike program and create a moveable and mobile ZARA advertising campaign To create buzz and awareness of current and future ZARA locations in Manhattan To socially engage with customers and build strong and loyal relationships
  26. 26. Upper West Side – Columbus Circle West Village – Chelsea / Highline Downtown - SohoMidtown - Flatiron LOCATIONS
  27. 27. MOBILE MAP APP
  28. 28. MICROSITE
  29. 29. Location: Time Square Date: Feb. 15, 2014 Objectives: To engage with potential customers Expand brand awareness Personnel: 50 volunteers Benefits for volunteers: 50% for volunteers’ runway outfit GUERILLA MARKETING
  30. 30. FLASH SALE • Promotional Campaign • One day sale for 40% off on select merchandise • Exclusively for Facebook fans • Promotional codes is private on FB page
  31. 31. B u d g e t
  32. 32. Budget Jan Feb March April May June Total Ad (Citi Bike) $1,075 $1,075 $2,150 Ad Citi Bike Zara Poster $550 Guerilla Marketing $1,150 $1,150 Bloggers $250 $250 $250 $750 FB Sweep Stake $150 $150 $150 $450 Instagram $250 Totals $5,000
  33. 33. T h a n k Yo u !