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Bad Promotions Agency

Zara stands as a leading fast fashion brand under the Inditex umbrella, known for its stylish offerings for men, women, and children since 1975. The company limits its promotional efforts to display windows and newsletters, yet sees potential for growth through enhanced marketing strategies. Proposed initiatives include digital marketing, billboard ads, and branded content in movies, aimed at appealing to young, fashion-conscious professionals aged 25-35. Zara’s message reinforces that quality fashion doesn’t need to be expensive, ensuring distinct positioning in the competitive landscape.

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Bad Promotions Agency

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  1. Bad Promotions Agency

  2. Overview • Zara is one of the world’s top fast fashion brands • Owned by world’s top apparel company: Inditex • First store opened in Europe in 1975 • Product for men, women, & children • Recently introduced a home furnishings line

  3. SWOT Analysis

  4. Competitors

  5. Positioning Map High Price Urban Outfitters Zara H&M TopShop High Quality Low Quality Gap Forever 21 Wet Seal Low Price

  6. Target Market • 25-35 years old, Gen Y and beginning of Gen X • Young professionals, college educated • Single or newly married • Socialites • Price Conscious • Fashionable

  7. Message Strategy Quality doesn’t have to be expensive. If you shop with Zara we promise you… Quality you can afford

  8. Promotional Strategy • Current… • Zara uses display windows and newsletters as the only tool for promoting the brand

  9. Promotional Strategy • New… • Zara has been very successful without promotions; however, the success can be increased by initiating the following promotional strategies: • Delivering sales promotions by e-mail • Featuring advertisements in top selling magazines • Creating billboard advertisements • Radio Broadcasting in cities were new stores will open • Digital banners, and pop under windows • Product placement into various movies and TV shows • Creating TV commercials

  10. Media Strategy • Goal: To expand the depth in the current target market • Media forms: • Mass media • Magazine & billboard ads • Radio broadcasts • Direct marketing • Hard copy newsletters • Digital copy newsletters • Banners • Pop-under windows • Search engine marketing • Cross-site scripting • Branded entertainment • Second-hand marketing attempts

  11. Direct Mail • Sales promotions will be sent to consumers through direct mail • Will include holiday sales, free shipping offers, etc.

  12. Magazine Ads • Ads will be featured in the top selling fashion magazines in the US • Enables the company to reach more consumers in their target market that subscribe to these magazines • The ads would feature the company name, merchandise, and very brief information about Zara

  13. Magazine Ads

  14. Billboard Ads • Billboard ads will be similar to the magazine ads • Featured in major cities

  15. Radio Broadcasting • Radio broadcasts will be delivered in cities where new stores will open • Broadcasts will feature store specific information, promotions, and events (if applicable)

  16. Banners • Click- through banners will appear on fashion related sites and social media sites • Pop-under windows will appear after related searches • Zara will appear as one of the top three results when specific searches are complied

  17. Branded Entertainment • Branded entertainment will be a second-hand marketing attempt, placing shopping bags or merchandise in movies relating to the brand.

  18. TV Commercial • The tv commercials will be similar to the H&Mcommercials in terms of: • Showing minimal product • Featuring company name • Simple & easy • Slightly more high fashion • http://www.youtube.com/watch?v=N4Z-4rHcrfw

  19. Questions

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