ZARA — MODELLING OR MARKETING?. Inditex, Industria de Diseño Textil…
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ZARA — MODELLING OR MARKETING?

Inditex, Industria de Diseño Textil, S.A. is a Spanish multinational clothing company. It is among one of the biggest fashion groups in the world, operating over 7,200 stores in in 93 countries worldwide. Inditex compromises of eight brandsZara, Pull&Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterque.

ZARA is the flagship brand of Inditex, it was the first and was established much before Inditex was officially founded. ZARA opened its first store in 1975A Coruna, Spain.The company specialises in fast fashion for the young, price-conscious, and trendy. They have an advantage over other retailers as they do not segment their customers in terms of age and lifestyle, giving them a much broader market.Products include clothing, accessories, shoes, swimwear, beauty, and perfumes.

Zara joined the e-commerce marketplacein September 2010, launching websites in Spain, the UK, Portugal, Italy, Germany and France. In November 2010, ZARA’s online presence grew to include Austria, Ireland, the Netherlands, Belgium and Luxembourg. This without the use of any other social media platforms allows for digital communication.ZARA is fashion retailer that has a large online presence through various different platforms, creating an online presence using social media attracts a wider audience.

I believe one of the biggest platforms for ZARA is their website. This is due to the ‘questionable’ model poses that have sparked various conversations over the internet. This whilst being a very subtle marketing strategy it has proven to be highly effective. People voice their concerns and it becomes quite humorous which tends to lead to more exposure leading to more customers.

Since the beginning of lockdown- due to the inability of models being able to model the clothes in studios. ZARA started a campaign a Zara at-home catalogue of looks which essentially ‘made fun’ of themselves. This sparked major conversation on all social media platforms like Twitter, Instagram, Facebook, TikTok and more.

These 2 are examples of tweets that other users/consumers have posted. These tweets received a lot of reception and essentially increasing their online presence as more people are talking about it.

One platform that ZARA uses is Twitter. By posting regularly on there to communicate and interact with users, they gain a better standing. They mainly use their twitter to advertise their new collections, this allows for consumers to see what’s available creating a faster route to purchasing. They also advertise various campaigns, E.g. their ‘Join Life’ collection and Zara eco-stores are both examples of how Zara has remained committed to sustainability,which they take part in and so this could also potentially increase their online presence as people have different interests that they tap into. As well as their main account, ZARA also have their own customer service(@ZARA_Care). Thisaccount is dedicated to answering user’s questions ranging from products available to deliveries & returns. This manner of online communication allows customers to engage with the brand as well as being useful in sorting out problems as it is done in a quickly and efficiently, this allows ZARA to be able to portray themselves well by providing good customer service.

Overall, I believe that ZARA has succeeded in using social media as an effective communication system for both sides which is easily accessible. It also allows for consumers to have a bond with the company which in turn works to expand their outreach.