Friday, October 18, 2019
Zara social media Assignment Example | Topics and Well Written Essays - 500 words
Zara social media - Assignment Example           Zara’s website anchors its digital presence, and its expansive global reach is clearly apparent by the number of countries and languages that users can access the site in. Online sales were launched in March 2012, and the company has expanded aggressively in Asia recently (Interbrand). Zara boasts an active Twitter handle, a Facebook page, and a blog on Tumblr among other online ventures.           In terms of paid media, Zara is different in that it relies on word of mouth and brand loyalty, rather than advertising, to boost its sales (Robin, 2013, p.2). While â€Å"most typical fashion retailer[s] will spend 20%-30% of their revenues on advertising, Zara spends less than 0.5% – a big saving,†and what advertising it does do is mostly concentrated on what its windows display on the street-level.           Relying on in-house efforts has its rewards, but also its risks. The fact that Zara has little or no paid online advertising outside of company-run sites means that outside groups have a strong say in dictating Zara’s online profileâ€â€and in the fashion world, that can be dangerous. Google Zara and the top results include a Greenpeace campaign against the company for use of toxic chemicals, a critique of the retailer for refusing to pursue plus-sized consumers, and complaints of relying on sweatshop clothing manufacturers. On the other hand, the company is praised for its streamlined business model and the ability of store managers to connect directly to local and regional designers in order to stay trendy (Robin, 2013).           Overall, Zara’s digital strategy is spare and risky, outside of owned media, but so far, it is not affecting sales or perception in a measurable way. It is significant to note that Zara does not engage in advertising its products instead, it only advertises when it is intending to open up new stores. The company
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