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Introduction to Zara

Zara is one of the biggest international fashion retailers and belongs to Inditex which is the biggest fashion retailer worldwide. It operates in textile design distributor in manufacturing. Zara operates in more than 70 countries in the world with 1557 stores in the largest cities of the countries. The organisation is founded in the year 1975 by Amancio Ortega located in span and had in 2010 a net sale of 8.088 million Euro. This organisation aims to democratize fashion offering the latest quality of product moderate range. This study will highlight the three social media tools that the brand utilises to communicate with the customers. Also, the three public relations tool that organisation utilises to improve customer awareness and attitudes towards the organisation (Viardot & Nylund, 2017). The study also examines the social media objective and discusses the five objectives and provides an explanation for each of them. The organisation have a global presence and acquire immense recognition in the fashion industry. The main aim of the organisation is to deliver the best fashion products affordable range. The organisation effective supply chain enables them to beat its competitors. The competitive advantage of the organisation is to produce more prominent products and retain a large number of customers than its opposition.

Social Media Tools

The competitive edge that the organisation acquired is to deliver the majority of stuff that the customer wants from the organisation. The organisation seems to be everyone’s answer to the perennial what-to-wear questions. There are various ways through which the organisation retains their customers and these tactics help the organisation to fulfil the needs and demand of the customers. Social media tools that organisation use are Facebook, Twitter, Instagram, YouTube, Pinterest etc(Wang, 2018). However, the prominence of images and videocassettes in fashion is important as an organization is super active on Instagram and Facebook. These social media platform organisation used to retain customers. The organisation post numbers of photos of the products that focus on the contents which delivers a peek to the customers into latest offering. It is also noted that organisation have a large number of women customers as compared male customers as per the Facebook demographic data.

Facebook is considered as the biggest online platform on which most of the organisation in the world attract the customers and maintain the interaction with them. In 2017, Zara acquired more than one million supporters on Facebook. In order to make aware to the customers about the new product launch and the prevailing item the organisation use Facebook as the main form to engage with patrons and know their wants and requirements. The firm Facebook page is followed by millions of followers and the page mostly showcases the latest designs and the product that the organisation is launching or it has been already launched(Mayrhofer & Roederer, 2016). The visual content of the organisation comprises of lookbook style photos. The organisation delivers a large number of products such as bags perfumes dresses etc. Organisations update their products and deliver that operate information to the customers through social media platforms.

Instagram supremacies highest for Zara as to deliver the perfect source of information for their customers. It is noted that organisation have more than twenty four point three million admirers on Instagram. The product of the organisation is not only used by the target audience but also by models, actresses and actors. The organisation has the highest followers on Instagram in the fashion industry as it gives a competitive advantage to the organisation. The organisation posts a lot of pictures and delivers the information related to the product which is an upcoming product, as well as the benefits of the product, provide to the customers. The organisation also uploads various short videos that focus on the quality of the product and material that the organization used to manufacture the products. Zara also releases integrated campaign on Instagram which sketched a lot of rendezvous for the brand. Recently the organisation has launched a sustainable fashion collection and labels it as #joinlife which was shared by a large number of customers and received more than one million likes by the admirers on the post. The major aspect of organisation social media success can be associated with encroachment from their customers which comprises of fashion-focused influencers and bloggers. Different social media accounts exclusively devoted to the organisation outfits from retailers. Each season the organisation's item thanks on social media and their hashtag accounts for millions of results (Kumar, Bhardwaj & Joshi, 2018). An organisation marketing strategy depicts that to cultivate and continue to visible in the current business setting effective social media strategy is important.

Public Relation Tools

The organisation needs to add different public relation tools that enhance the brand value and improve customer interaction towards the organisation. To create and maintain a good public relation with the customers the organisation needs to have effective public relation tools and techniques. It is one of the most difficult processes as it is a complex and on-going process in the organisation(Mata, 2017). To maintain effective interaction with the customers, the tools and techniques used by the organisation is the attendance at public events, newsletters and social media marketing.

Social media marketing is considered as the chief source used by the advertising industry in order to retain its customers and make them aware of organisation product and services. Social media network is one of the strongest pillars for the organisation in order to create direct communication with the patrons and other target sets. Social media marketing tools involves the presence of the organisation on social media platforms like Facebook, Twitter, Instagram and organisation is already established at Facebook Instagram Twitter etc(Koivulehto, 2017). Social media marketing aids organisation to make aware the target audience about the organisation new launchings and the prevailing design that the organisation had launched. The organisation focus on the content about the products and the address all the necessary information related to the product. Social media marketing refers to the usage of social media platforms to connect with the target audience and enhances the sale.

The next public relation tool used by the organisation is the newsletters that refer to sending pertinent information related to the firm and its products straight to the target audience(Nakano, 2020). It is also considered as the common method to create and maintain an effective relationship with the public. Public relation helps in the promotion of the products and also shares the news and general information that may be important for the target audience rather than promoting the services. The public relation is important for the organisation to keep customers and prospects up-to-date with the organisation development in terms of delivering services to the customer.

The next public relation tools used by the organisation are the attendance at a public event. To attract and retain the last number of customers and make them engage with the organisation.The organization takes benefit of community event and the opportunity to expand organisations business (González, 2017). The public relation tool is highly important for the organisation to directly engage with the people and deliver the information on the product and fulfil the requirements and the needs of the customer through interaction. The public relation tool plays an integral part in the development of marketing strategies for the organisation.

Social Media Objective

Zara is one largest organisation in the world and delivers its services in various country. The five social media objective that organisation attain by conducting various activities in the organisation.

The first objective of the organisation is to monitor customer feedback and take the necessary steps to enhance services. To attain this objective organisation conduct various survey on online platforms(Longo et al., 2018). These surveys are compressed of various questions that are related to organisational services and the areas of improvisation in different segments of the organisation. After attaining this objective organisation able to identify the gaps that organisations services have and then implement strategies accordingly.

The second objective of the organisation is to deliver the best services to the customer within affordable prices. To provide the best designs in the fashion industry the organisation have an innovative team which constantly work for the development of products. The product development team of the organisation always comes up with innovative products that fulfil the needs and requirement of the customers. The organisation always takes feedback from the customers and adds those recommendations into their strategies to deliver the best services to the customers.

The third objective of the organisation is to strengthen engagement strategies to increase customer loyalty. Customer is the biggest pillar of the organisation and the entire organisation strategies are depending on customer loyalty. Customer satisfaction is the key part of the organisation and all the strategies revolve around them. The organisation use effective social media strategies that integrate and influences with the committed followers and brand ambassadors with a high level of engagement (Koivulehto, 2017). The organisation have already gained recognition on the online platform therefore it becomes easy for an organisation to engage a large number of audience and interact with them. Therefore the organisation strengthens the engagement strategies by increasing customer loyalty. Customer loyalty is maintained and enhanced by organising various loyalty programs and different attractive approaches.

The fourth objective of the organisation is to increase the purchase frequency among plus-size customers. The organisation needs to fulfil the needs and demand of all the customers irrespective of the gender, shape, size etc. Therefore the organisation started delivering the plus-size products to the customers and now organisation wants to increase the purchase of these products. To attain this objective organisation adopted various strategies such as it promotes plus-size products on different online platforms and encourages people to stay confident and happy with the colour, shape and size they acquired and live the life with rainbow colours.

The fifth objective of the organisation is to extend the organisations in various part of the countries. The organisation has limited stores in different parts of the country therefore the organisation wants to expand its stores in more cities. In order to accomplish this goal organisation started finding the suitable location to open up new stores in new cities where the need and demand of the products are high (Xuejie, Chang & GuangHao, 2019). The organisation check where the customer delivered feedback related to the opening of new stores and their cities. The organisation took steps in order to accomplish this objective. The organisation conducted a PESTEL analysis of the country in which they need to expand their services.

Conclusion on Zara Marketing Report 

It is concluded from the study that Zara is one of the biggest International fashion retailers and belongs to Inditex which is the biggest fashion retailers worldwide. It operates in textile design distributor in manufacturing. There are various ways through which the organisation retains their customers and these tactics help the organisation to fulfil the needs and demand of the customers. Social media tools that organisation use are Facebook, Twitter, Instagram, YouTube, Pinterest etc. The organization is super active on Instagram and Facebook. To maintain effective interaction with the customers the tools and techniques used by the organisation is the attendance at public events, newsletters and social media marketing. Public relation helps in the promotion of the products and also shares the news and general information that may be important for the target audience rather than promoting the services. The first objective of the organisation is to monitor customer feedback and take the necessary steps to enhance services. The second objective of the organisation is to deliver the best services to the customer within affordable prices. The third objective of the organisation is to strengthen engagement strategies to increase customer loyalty. The fourth objective of the organisation is to increase the purchase frequency among plus-size customers. The fifth objective of the organisation is to extend the organisations in various parts of the countries

References for Zara Marketing Report 

González, M. M. (2017). Communication in social media. A new source of power: Based on the posts and comments about sustainability on Zara and H&M’s Facebook accounts.

Koivulehto, E. I. (2017). Do social media marketing activities enhance customer equity? A case study of fast-fashion brand Zara.

Kumar, n., Bhardwaj, s., & Joshi, h. (2018). Zara in China and India.

Longo, V., Forleo, A., Provenzano, S. P., Coppola, L., Zara, V., Ferramosca, A., ... & Capone, S. (2018). HS-SPME-GC-MS metabolomics approach for sperm quality evaluation by semen volatile organic compounds (VOCs) analysis. Biomedical Physics & Engineering Express, 5(1), 015006.

Mata, M. D. P. (2017). A typology of fashion consumers based on motivations to interact with brands in social media: the ZARA case (Doctoral dissertation).

Mayrhofer, U., & Roederer, C. (2016). Zara: The international success of fast-moving fashion. HAL.

Nakano, M. (2020). Supply Chain Strategies. In Supply Chain Management (pp. 59-78). Springer, Singapore.

Viardot, E., & Nylund, P. A. (2017). Conquering the Digital Customer: How Zara Is Confronting the Digital Innovation Revolution. In Socio-Economic Perspectives on Consumer Engagement and Buying Behavior (pp. 334-354). IGI Global.

Wang, Y. (2018, July). An Exploratory Study of Brand Strategy in Fast Fashion Brand--Using Zara as an example. In 3rd International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2018). Atlantis Press.

Xuejie, C., Chang, Q., & guanghao, Z. (2019, August). Research on Innovation supply chain Management in Fast Fashion Industry——A comparative analysis of ZARA and H&M. In 2019 3rd International Conference on Education, Culture and Social Development (ICECSD 2019). Atlantis Press.

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