MARKETING PROMOTION

BECAUSE ZARA DOESN'T INVEST IN ADVERTISING, ITS MARKETING STRATEGY IS VERY DISTINCT. ZARA DON'T EVEN PRODUCE ADVERTISEMENTS, UNLIKE THE MAJORITY OF OTHER FASHION COMPANIES WHO HEAVILY INVEST IN MARKETING THEIR BRANDS. INSTEAD OF SPENDING MONEY ON PRICEY MARKETING ADVERTISEMENTS, ZARA HAS TARGETED SOCIAL MEDIA AND WORD-OF-MOUTH PROMOTION. WHEN THE COMPANY WANT TO PROMOTE AN UPCOMING EVENT, THEY POST ON ONE OF THEIR SOCIAL MEDIA HANDLES LIKE INSTAGRAM FOR EXAMPLE. THEIR 45 MILLION FOLLOWERS THEN SEE, READ AND SHARE THIS CONTENT AND THEIR STRATEGY IS IN EFFECT.

ZARA ALSO ADVERTISES ITS GOODS BY OPENING UP SPECIFIC RETAIL LOCATIONS. THE COMPANY ADVERTISES ITS BRAND TO THE RESIDENTS OF THAT AREA THROUGH ITS INVITING OUTLETS. ADDITIONALLY, THE BUSINESS DOES NOT INCLUDE ITS BRANDING ON ANY OF ITS PRODUCTS. ZARA CONSIDERS A LOGO TO BE BOTH EXPENSIVE AND UNNECESSARY. AS A RESULT, THE COMPANY CONCENTRATES ON DEVELOPING NEW RETAIL LOCATIONS IN DESIRABLE AREAS AND MARKETING THROUGH SOCIAL MEDIA.