1. Zara:
From
Catwalks
to
Sidewalks
A
complete
digital
strategy
Created
by:
Alice
Naser

2. Fast
Facts,
Fast
Fashion
• One
of
the
largest
interna?onal
fashion
companies
• HQ
in
La
Coruña,
Spain
• Customer
is
at
the
heart
of
unique
business
model
– Design,
produc?on,
distribu?on,
sales
• Belongs
to
Inditex
– One
of
the
world’s
largest
distribu?on
groups

3. Target
Audience
• Outside
Europe
• Fast
Fashion
• Premium,
but
affordable
• Luxury,
marketed
to
the
masses
• 20-­‐30
something's
• Career
driven
• “From
Catwalks
to
Sidewalks”

4. Social
Media
• Facebook
• TwiXer
• Tumblr
• Pinterest
• Instagram
• Spo?fy
• Vine
• Vimeo
• YouTube

5. Blogging
&
Beyond
• Blog
– “Behind
the
Scenes”
– Who
works
at
Zara
• Website
• Online
Shop
• Mobile
App
&
Magazine
• Banner
Ads

6. KPI:
Measuring
Success
• Facebook,
TwiXer
– 20k
likes/followers
– Monitor
retweets
&
men?ons
• 15
RTs,
30+
men?ons
• Instagram,
Pinterest
– 30k
followers,
100+
likes
per
photo
• Vine,
Vimeo
monitored
by
shares
&
views
– At
least
3,000
views
within
10
days
• Spo?fy
– Playlists
heard
in
store
&
online
shop
• Fan
growth
rate:
10
day
period

7. Big
Idea
• Brand
loyalty
• Hashtag
campaign
• Street
style
contests
• Who
is
the
Zara
customer
– Across
all
markets
(men,
women,
children)
• Style
iden?ty
– Sense
of
community
– Emo?onal,
psychological
level

8. Tool
&
Tac?cs
• Ver?cally
integrated
– Limit
outsourcing
• 104
shopping
seasons
• Fast
Fashion
• Na?onal
Campaign
(Online)
• Local
Campaign
– Outside
select
stores
– “Z”
Days

9. Compe??on?
H&M,
Mango,
Topshop,
Gap

10. Budget
• Base
charge
of
$50
per
media
outlet
• +$200
per
project
fee
• +5%
commission
fee
(based
of
performance)
• Ex:
Tumblr,
Pinterest,
Facebook,
TwiXer,
Instagram,
Spo?fy,
Vine,
Vimeo,
Official
Website
(50x9=
$450)
• +1
project
per
medium
OR
mass
campaign
across
all
plaoorms
(200x1=
$200)
• +5%
commission
on
total
new
sales
(amount
will
vary)
• Mobile,
App,
Web
content
will
require
crea?ve
and
management
team
(writers,
developers,
designers)

11. Zara:
The
Future
• Leader
across
the
world
• Reach
out
to
customers
digitally
• Unique
brand
perspec?ve
• Loyal
shoppers

12. Sources
• Zara’s
Official
Website
• The
New
Rules
of
Marke?ng
&
PR
• The
New
Media
Driver’s
License
• The
New
York
Times
• Skema
Research
Trend
• The
Guardian
• Bloomberg
Business
Week