Zara Article Analysis
1. Do you think that Zara is a good company? Why or why not?
I think that Zara is not the most ethical company as they promote fast
fashion and steal designs from smaller designers and brands online.
2. What is Zara?
Zara is a huge international brand that sells clothing, accessories,
perfumes and more. It is also known for its fashionable and decently
affordable pricing for luxury style. It is a fast fashion retail brand that
has over 7000 stores worldwide.
3. Who is Zara’s target market?
Zara’s target market is millennials, typically women but they also carry
many products for men and they target millennials due to the fact that
they are working now, meaning that they have jobs which means that
they can afford higher prices and will like their concept.
A. Describe Zara’s online sales strategy.
Zara’s online sales strategy is to promote on their social media
and to keep a presence, but not an overbearing one. They
promote themselves as if they are a luxury brand, with editorial
style photoshoots of products and models on their website with a
minimalistic feel that the customer associates with luxury.
B. How have online websites changed the way you purchase
products and/or services? List two advantages and two
disadvantages of online shopping.
Online websites have changed the way I purchase products and
services because I now scarcely go to the mall or brick and
mortar stores. I often check online and scroll through reviews to
see if the products are good or to see if they are being talked
about on social media such as Tiktok or Twitter.
Advantages:
- I can see honest reviews from other customers and what it
looks like on them so I can better decide if I want to
purchase the product.
- It’s really convenient for me to purchase from the comfort
of my own home instead of having to get ready and get in
the car and drive to the mall or to the store. It also allows
us to be able to shop worldwide from anywhere that isn’t
just locally.
Disadvantages:
- There’s always potential that the item that you purchased
is not what it claims it is and you don’t really have a way
of knowing whether or not it’s true.
- Returning products purchased online can become very
complicated very easily due to the fact that you must go to
the post office and ship it back and sometimes it may cost
money from your own pocket.
4. Zara is a fast fashion brand that sells affordable clothing. In your
opinion, who is Zara’s competition? List one business and explain your
reasoning
I think that Zara’s competition is H&M as they also sell similar products
and are a fast fashion company and are a direct competitor to Zara.
A. What is Zara’s promotional strategy?
Zara focuses on opening new locations to draw the attention of
shoppers and to promote through word of mouth. Zara’s all
about feeling luxury without paying the price and Zara sells an
experience to their customers, not JUST a product, making them
attractive. They also try to build brand awareness and loyalty by
word of mouth.
B. How do you think social media has affected marketing and
advertising? Provide example(s)
I think that social media has affected marketing and advertising
because people no longer trust brands but rather they trust
influencers and what other people say. It’s also completely
changed how companies market their products. Instead of using
ads and billboards, they now use social media and influencers to
gain traction and reach. An example of this is the brand Yesstyle,
they sell Korean and Japanese authentic products, using social
media and influencer marketing to promote their products to
seem more legitimate. Previously, they would use website ads,
but now they use social media.