Thursday, 20 October 2016

Why not having a Marketing Strategy is actually Zara’s best competitive edge

The Inditex owned company has reached a very profitable position with a 17% increase in its sales figures. Other competitive fast-fashion retailers like H&M are however, expressing slightly disappointing figures. In this modern time where marketing is seen as an essential in business models to win over consumers and create brand awareness; how are Zara able to not only survive but very successfully compete with the largest fashion retailers in the world?

Their ‘zero investment in marketing strategy’ actually puts funding they would have spent towards opening more stores. Consistently growing, the company are currently at a point of having 6,777 stores across a total of 88 countries all strategically located in ‘fashion forward’ cities.

The chain focuses more on the customer having an experience from in store and from their online presence as opposed to creating an expectation through marketing. Through billboards or TV ads the consumer might see a few items they don’t like and assume they shouldn’t visit store because they don’t like the collection. Whereas, a lack of them sparks curious customers so they are more inclined to visit stores to see what’s new.

This is joined with the fact that unlike other retailers bringing out seasonal collections; Zara’s approach is to restock stores not once, but twice a week. This keeps their items up to date and on trend, therefore resulting in more frequent visits from customers.

This also helps them to promote more ‘urgent’ buys, meaning that if a customer sees something they like they know that by the next time they visit stores the item might not be in stock anymore, so buy the item to avoid missing out.

 As a result of such frequent updates in stores, advertising would be difficult as it would only be appropriate and effective for a short period not to mention that with such high stock turnover there are low numbers of products given to stores so once stock is gone, the advertisement would be useless.

It’s rumoured that Zara designers typically turn out about 500 designs per month…with their job not yet finished; constant changes are made to initial ideas to ensure designs are always up to date.

Their brand thrives off of being innovative and not just following predicted trends but being exclusive and affordable for their target market. Having differentiated products ensures that their main feature of promotion is successful. Not a tactic implemented by Zara, but as a result of their successful strategies; word of mouth.

A very popular and well-known example of this at the moment is #thatcoat. The same coat that’s been purchased by everyone as a wardrobe staple… This particular coat went so viral it has own hashtag and Instagram account under #thatcoat. The secret behind this? A coat that’s on trend and appears to flatter all body shapes and sizes and well as a mass appealing print.

This kind of attention on one item, all over social networking sites will certainly have boosted their traffic online and in store, proving the point of why not having a marketing strategy works so well for Zara.

Tuesday, 18 August 2015

Travel Diaries: NYC

Since I've been a little inactive on here for a while (due to an array of reasons), I thought to get back into this I would start with a shorter post just to help some inspiration flow, plus I've been planning on doing this ever since I came back from my trip but just haven't got around to it until now.

Just a few photos from my recent trip to NYC for my birthday, hope you enjoy them! I've tried to mention in the caption what the pictures actually are,  but some may not be specific.

Wednesday, 1 April 2015

Travel Diaries: Washington D.C

If you're one of those people who love to browse through people's photos of where they've been (like I am!) then here's a great post for you haha. I've compiled a lot of mix and matched photos in this post from  my trip to D.C over the past weekend. I apologise that there isn't any real order to them...they're from different days and we went to similar places at time. But I will try to put what they photo is of, whether it's a monument of inside a museum or something, but they might not all have names depending on whether I can remember them haha. 

Monday, 30 March 2015

March Favourites

I can't believe it's already the end of March. This month especially seems to have flown by and honestly I'm pretty happy about that because I can't wait for my long awaited two month trip back to the UK. Anyway, I thought I'd finally get around to doing another favourites post. My last was a winter favourites post, but I'm going to try to do these monthly now, depending on whether I have a decent amount to share with you, but I'm going to try.

Wednesday, 25 March 2015

Beauty Pins: Helpful Tips and Tricks

Does anyone else love scouring pinterest for all of these beauty hacks and tips...No? Just me? Ok well, I love finding random random pins that might turn out to be really useful in the future and to refer back to. So I thought I would share with you some really helpful pins I've found, all beauty and and makeup related and possibly help you out a little bit.

Wednesday, 18 March 2015

Makeup Haul

I thought I would do a quick little post for you today showing you some of my recent purchases. If you've read a few of my past blog posts particularly my last, you'll know I'm a lover of foundations, and I'm always trying to find the best for my skin type. So of course there were going to be some in here, what did you expect from me? 

Sunday, 15 March 2015

My Most Reached for Foundations

Foundations are one of my biggest loves when it comes to makeup. I am constantly repurchasing them to find one that is the perfect match for my skin, not just for my tone but to find one that can help me combat my oily, acne prone complexion and hyperpigmentation I have. With that being such a tall order I've found some pretty good ones that work well for me so I thought I'd share them with you. I've put two drugstore foundations and two slightly more expensive foundations in here just to suit everyones price range!