Founded by Amancio Ortega in 1975, ZARA is the flagship chain of the Inditex group, the world’s largest apparel retailer. Zara uses a mix of unique marketing strategies and serves the growing needs of the customers. Unlike most of its competitors, ZARA doesn’t rely on promotional marketing or advertising. Getting curious to know how Zara attracts customers with minimal advertising? Well, points will help you understand:
1. Creating Exclusivity & Scarcity
One of the major reasons for Zara being successful is that the company never produces too many products of a single design. This creates scarcity in the minds of customers which makes them take quick decisions to buy their favorite designs as they know they will go out of stock soon.
2. New range throughout the year
While most fashion brands come up with new designs during seasonally, ZARA brings new patterns constantly throughout the year. This makes customers visit their stores more frequently than others.
3. Making customer feedback as a part of Creative Process
ZARA takes customers feedback very seriously. Employees at their stores have been told to note down what customers want and these feedbacks are very quickly sent to design and production team to make new designs according to requirements. On online platforms, it regularly analyses what customers are searching for. This involvement of customers also helps in building brand loyalty.
4. Location of Zara stores
Most luxury stores tend to locate their stores away from normal audience reach but Zara stores are usually situated in city centres where footfall is consistently high.
Talking about social media, due to their massive brand loyalty ZARA believes in making fans rather than just followers. For this ZARA never invests high on billboards and collaborates with Digital influencers.
Summarising ZARA marketing strategies for you, the fashion retailer is successfully by focussing on ‘less is more’ ideology which creates the Fear Of Missing Out (FOMO)
Also Read: 9 Tricks Zara Plays Well To Keep You Hooked To Its Clothes!
