Zara Marketing - The initiative by Zara to improve people's perceptions of sustainable

fashion.

Zara belongs to Inditex, one of the largest fashion distribution groups in the world with a
system of 7200 stores in 96 countries and territories. With the impressive introduction of
the retail concept of “fast fashion” since its founding in 1974 in Spain, Zara aspires to create
a responsible passion for fashion for many consumers worldwide. different cultures and age
groups. As of 2023, there are approximately 1,763 Zara locations worldwide. Zara's initiative
to change how people view sustainable fashion.

After researching the business and fashion market of Zara in Vietnam, promoting the Zara
brand, and increasing sales in 1 month with basic t-shirts - 309,000 VND and jeans ( water
less) - 499,000 VND, the team built an E-Marketing plan with the following layout.

1. Situation analysis

SWOT analysis – phân tích chiến dịch

 Strength

Due to their design advantages and great physical evidence in stores, Zara rarely advertises
its products. ZARA completely relies on its trendy image to pull customers to its store. This is
the reason that Zara has very low operating costs and high-profit margins. ZARA spends
most of its income and profits on backward integration and into the supply chain instead of
them on Advertising. ZARA has a professional design team of 700 professionally trained
designers aiming to transform Client's wishes and thoughts into designs.

 Weaknesses

Fast fashion makes no mistake when the trend that helped bring ZARA to the top is the top
pressing cause the company faces. Especially in recent years, topics such as “sustainable
development”, or “green economic development” have become of concern to consumers
and policymakers in many countries. What ZARA needs to do is balance sustainability with
fast fashion. Zara doesn't specialize in anything and has something for everyone. There
should be a lack of focus on certain product models, which causes their customers to switch
to another brand when that brand has more prominent items.

 Opportunities

Speed has been the cornerstone of Zara's "fast fashion" business strategy for decades. Every
aspect of Zara's business is organized to optimize the speed of its operations. The results
were impressive: versus the industry average of six months, Zara developed a new product
and introduced it to stores in just two weeks. The rapid development of AI deep learning,
the third generation of AI algorithms, has recently started to develop quickly and can be
used for virtual fitting, color matching, styling, and sampling of clothing. ZARA can enhance
its customer service by utilizing AI and creating tools like virtual fitting. An increase in
household income. One of the main opportunities for ZARA is the country's continued
economic growth and the rising purchasing power of the target population base. Re-sale
The secondhand, “resale” clothing market is currently very active with a value of $13 billion
( in 2022), and is expected to grow in the next 5 years. Integrating a “resale” strategy into
their existing platform allows Customers to buy more with less waste. This helps encourage
consumers to buy with sustainability in mind.

 Threats

The fierce amount of competition in the industry and its intensity are the biggest threats to
Zara. Zara must compete with online brands that are selling comparable products for less
money due to the increase in competitors brought on by the internet. With the popularity of
fast fashion increasing, there has been an increase in companies like Shein and Romwe that
copy Zara and high fashion designs and sell their products for as little as $5 per shirt. Zara is
now vulnerable as it engages in price wars with copycats as a result.

Phân tích khách hàng (Audience insights)

Phân tích cạnh tranh

2. Objectives

1. Marketing goal
 Brand sales: Increase sales.
 Brand image: Build an image in the customer's mind of a quality fashion brand that
pursues sustainability.
2. Campaign objectives

Based on SMART

1. Measurable 
 Social Buzz (User Generated Content) is the amount of content generated by users: 
 Amount of active discussion:
 The amount of discussion on the topic (shirt, environmental):
 An average number of discussions generated by each User:
 Post engagement:
2. Specific 
 Using Online Sales to increase sales.
 Promote media advertising to get more target customers to know and old
customers to return to buy products.
 Increase visits to e-commerce sites, and social networks of the company.
 Continuously push product images on banners around the store.

TARGET AUDIENCE ANALYSIS???? 

3. Channels
a. Social media
Social media plays an important part in today’s life. According to Buchholz (2022),
approximately 60% of the population in the world today uses the internet, and the average
amount of time spent online by social media users is 2 hours and 27 minutes. Zara may
make use of social media platforms such as Facebook and Youtube to attract customers to
buy new products from its new collection.

Nowadays, Facebook enables the targeting of adverts at certain consumer segments on

different placements (Facebook, n.d.). This will enable Zara to address all of its target
segments, which include customers who are middle-class, have an interest in fashion trends,
and are concerned about the environment. Image ads are one of the most popular types of
ads that users see the most on Facebook (Statista Research Department, 2023). Zara may
use an image to capture customers about its new products alongside a purchase link.

b, News website
Promoting new products on websites could help increase visibility for the products and
potentially reach a wider audience. Many news websites have large and diverse readerships,
and featuring new products in a news article or press release can help generate interest and
excitement around it. Additionally, having new products featured in a reputable news
source can lend credibility to the product and the brand as a whole. Finally, websites
provide exposure and potential for users to engage with brands.

Kenh14 is the biggest platform that provides news and daily newspaper reading for people
in Vietnam. Kenh14 brings super-fast news, exclusive instant news with a variety of genres
such as social life, education, fashion, etc. and it is updated continuously every hour, every
minute. Zara may publish a sponsored article or advertorial in Kenh 14 to promote its
products. This strategy will allow the brand to showcase its products to a wider audience
and provide more in-depth information about their features and benefits.

4. Key message + Big idea

a Key message
   “Zara always wants to accompany people through fashion.”
This message conveys Zara’s commitment to creating a sustainable life for everyone through
fashion. Zara’s new collection is made of sustainable materials including cotton, organic
fibers, and fabric instead of polyester and nylon derived from fossil fuels.

b, Big idea
   “We share your concern.”
There is certainly a growing movement towards more sustainable and ethical fashion
options, which includes a push away from fast fashion. This movement is primarily
motivated by concerns about the environmental impact of the industry. Many customers
now choose to shop for secondhand and timeless clothing pieces. Therefore Zara creates
sustainable clothes.

CREATIVE BRIEF
Communication products:
- Poster design
- Short Video
- Facebook Post
Media Plan:

Budget:

Evaluation and Control:

5. Executive styles 
Based on 4P Marketing
1. Product: Product development
 “Friend” shirt’s basic
 “Friend” Jean's basic 
Two of these are produced in the process of Water-less because water reuse is also an
essential part of this process.
2. Price: Low-cost strategy belongs to the section Price Strategy
The product price of these 2 items is a bit higher than the original clothing items (the initial
clothing cost is cheap). However, that does not mean that these two products are priced
higher than competitors with the same sustainable product. Due to the reduction of costs in
production, the selling price will be priced lower than the average selling price of the
industry (targeting the same customer group in the affordable segment) – which will
influence users to make quick decisions. intend to buy more.
3. Place:
 Out of home
 Poster- The main colors are green and white:  placed in the city such as HCM City,
Hanoi city 
 Direct Marketing  
4. Promotion:
 Discount: Buy two of these, and customers will receive a discount of 20% on the next
products.
 KOLS: such as Xoai’s family, Giang oi ->  Zara "shakes hands" with these KOLs to
promote products to attract customers. 
Tactics:
 SEO: The tool helps people looking for specific information find content that
promotes Zara products organically.
  Influencer: KOLs publicly give positive reviews about brands and products through
Tiktok and Facebook platforms.