Zara: From Catwalks to Sidewalks

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A complete digital strategy for Zara

Text of Zara: From Catwalks to Sidewalks

  • 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 Corua, Spain Customer is at the heart of unique business model Design, produc?on, distribu?on, sales Belongs to Inditex One of the worlds largest distribu?on groups
  • 3. Target Audience Outside Europe Fast Fashion Premium, but aordable 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, Ocial 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 Zaras Ocial Website The New Rules of Marke?ng & PR The New Media Drivers License The New York Times Skema Research Trend The Guardian Bloomberg Business Week