This document outlines a proposed digital strategy for the fashion brand Zara. It describes Zara's business model and target audience. The strategy suggests using social media like Facebook, Instagram and Spotify, as well as a blog, website, and mobile app, to build brand loyalty and a sense of community among Zara customers. Key performance indicators are provided to measure the success of the social media campaigns. The proposed budget covers costs for each digital channel as well as creative resources needed to develop content. The goal of the strategy is for Zara to strengthen its global leadership and better engage customers digitally.

1. Zara:
From
Catwalks
to
Sidewalks
A
complete
digital
strategy
Created
by:
Alice
Naser

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. 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. Social
Media
• Facebook
• TwiXer
• Tumblr
• Pinterest
• Instagram
• Spo?fy
• Vine
• Vimeo
• YouTube

5. Blogging
&
Beyond
• Blog
– “Behind
the
Scenes”
– Who
works
at
Zara
• Website
• Online
Shop
• Mobile
App
&
Magazine
• Banner
Ads

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. 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. 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. Compe??on?
H&M,
Mango,
Topshop,
Gap

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. Zara:
The
Future
• Leader
across
the
world
• Reach
out
to
customers
digitally
• Unique
brand
perspec?ve
• Loyal
shoppers

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