Zara, A Fast Fashion Giant Who Seldom Advertises, How To Impress Young Consumers?

In February 2019, Zara, a fast fashion giant, boarded micro-blog's first search for a picture.

The cause of the incident is the controversy over Zara's freckled pictures of Li Jingwen, a Chinese model, when micro-blog promoted new make-up products.

With the ferment of public opinion, soon the Zara veteran clothing dealer was also pushed to the public.

In the past two years, with the rise of e-commerce, fast fashion brands have encountered unprecedented challenges.

H&M, Gap, NewLook and other fast fashion brands are facing the phenomenon of overstock and consumer turnover, but Zara still maintains sales growth.

How does Zara change its marketing strategy in the face of new consumers?

Break the tradition and invite traffic stars as brand spokesmen.

You know, the eight brands of Zara parent company Inditex, including Oysho and MassimoDutti, have hardly ever invited spokesmen in the Chinese market.

However, in 2018, this tradition was completely broken.

Oysho, which is mainly made up of household clothes and underwear, launched Li Qin as spokesperson for the Asia Pacific region last month, and then the high-end brand Massimo Dutti found Janine Chang and Gao Yixiang.

Uterq u E announced in August that he appointed Bea Hayden as the image ambassador of China.

By September, Zara announced the opening of Wu Lei and Dongyu Zhou as ambassadors of Greater China brand.

As the new generation idols, Dongyu Zhou and Wu Lei's fans of sina micro-blog reached 2522 and 28 million 820 thousand respectively.

At the same time, the two spokesmen of the same costumes and Global Limited series are on sale at Zara Tmall super brand.

Through the star bring goods and fans effect, converting traffic into sales volume has become a fashion brand, and even the mainstream practice of luxury brands. For Zara and its parent company Inditex, this is also the most important step to promote the electricity supplier and star traffic strategy.

Embrace high technology and digitalization

The emergence of AR technology in the field of brand marketing is no longer a novelty. For example, UNIQLO, NIKE and other brands have increased the new experience of digitalization in the trial wear, while IKEA's IKEAPlace is adding countless points to the shopping experience.

In April 2018, Zara announced the introduction of AR (augmented reality) technology in 120 flagship stores worldwide and formally launched the Zara AR application.

In flagship stores, when consumers scan the Zara specific AR logo with mobile phones, models will appear on the phone screen.

They will walk around and put on modeling, like creating a mini T show for consumers.

It is worth mentioning that in the process of experiencing ZaraAR, consumers can also buy the model dress directly by clicking "shop the look".

In addition to AR technology, Zara also introduced robots in 80 stores in the United States to enhance the efficiency of consumers' online order and offline pickup.

In the future, consumers will be able to receive online orders through machine scanning code in physical stores, saving the time of queuing at counters.

For Zara, embracing high technology and digitalization will become one of the key points for future development.

New retail flash store

At the same time, the old giant began to focus on new retail.

Also in September 2018, Zara China's first new retail concept store was located in Times Square, Shanghai.

This is the third concept store of Zara in the world after Tokyo, Japan and London. It is also presented in the form of flash store.

Unlike previous Zara stores, the concept store has two storehouses, and different sizes of LED screens are installed inside and outside the store. The store is full of high-tech interactive experience devices, creating immersive shopping experience.

In terms of design, the brand will separate men's wear, women's wear and children's clothing separately from three different artistic spaces. The products will be displayed in orange, black and silver.

At the same time, there is also a running metal conveyor belt to display all kinds of accessories and shoes.

More importantly, consumers can not get goods at the scene after they finish shopping, all orders will be distributed through the electricity supplier channel.

Zara enters the make-up area

In December 2018, Zara announced its formal entry into the cosmetics market and released its first lipstick series Ultimatte.

This series includes 12 colors of lip balm, 8 liquid dummy lipstick and 3 red suits and limited edition suits, designed by the well-known makeup artist PatMcGrath, who has worked with luxury brands such as Dior and Armani.

In February 2019, Zara make-up officially entered the Chinese market.

The brand is released in Sina micro-blog's new series of promotional photos. Chinese model Li Jingwen wears freckles to show her make-up products.

The move was immediately controversial, and soon the brand was labeled as "insulting China".

Zara responds to social media for the first time, and #ZARA responds to the topic of smearing Chinese models. At the same time, the netizens are gradually inclined to brand names, which is believed to be a real advanced aesthetic.

After this incident, Zara make-up products were suddenly caught up in the Chinese market.

Datapark summary

When fast fashion brands are in the doldrums, in order to maintain Zara sales growth, the brand can be used as a killer.

In search of traffic star as spokesperson and retail flash store, it is gradually adjusting its strategic layout and diversifying its development to seek new profit growth points.

At the same time, the interest of young consumers in brand is rearoused by digitalization and high technology.

Today's Zara is no longer an overwhelming young brand at the time. It is facing new technology and new consumers, what kind of spark will collide, and everything remains to be tested by time.