1. BAD PROMOTIONS AGENCY
Zara: Fast Fashion

2. OBJECTIVES
• Execute an initial promotional strategy plan to reach more
consumers in the target market.
• Focus on integrated brand promotion
 Mass media
 Direct marketing
 Banners
 Branded entertainment

3. STRATEGIES
• Market Segmentation • Promotional Strategies
• Ages 25-35 • Become a brand in consumers’
• Fashionable evoked set and top of the mind.
• Price Conscious • Highlight the value consumers
• Young professionals will receive
• Single/newly married • Establish differentiation
• No children • Build brand loyalty through
• Socialists customer intimacy
• Self-expressive brand
positioning

4. MASS MEDIA
• Ads will run in
the top 3 fashion
magazines
• Ads will feature either brand’s
name or key merchandise found
in all stores. Refer to the above
DKNY ad.

5. MASS MEDIA
• Billboards will be • Radio Broadcasting will
displayed in cities be featured in the cities
featuring new store of the new stores.
openings. Refer to the
GUCCI & Emporio
Armani billboards.

6. DIRECT MARKETING
• Customers on mailing will
receive exclusive promotions,
consisting of dollar or
percentage amounts off their
purchase, holiday sales, and
free shipping.

7. BANNERS
• Using search engine marketing and cross-site scripting,
Zara would be the first brand to populate when key
words were search by consumers. (Red circles indicate
where the Zara brand name would appear.)

8. BANNERS
• Click-through banners and pop under windows will appear when searches
are executed on key words that Zara has previously bid on.
• Cookies will also place ads on the webpages when consumers have searched
key words or visited the Zara e-commerce website.
• Banners will be added to fashion sites and social media sites as well

9. BRANDED ENTERTAINMENT
• Branded entertainment will be a second-hand marketing attempt, placing
shopping bags or merchandise in movies relating to the brand.

10. REFERENCES
Arcadia Group Financial Reports. (2012). “Arcadia Group Financial Results 2010-2011.” Retrieved from
http://www.arcadiagroup.co.uk/press-relations/press-releases-1/arcadia-results-2011
Eliasson, G., Kristbjarnardottir, S., & Lopez, C. (2011). Zara. Issuu. Retrieved from
http://issuu.com/sandraoskkristbjarnardottir/docs/zarareview
Inditex Group. (2012). FY2011 Highlights and Zara, slides 7, 18. Presentation presented at 2011 Results meeting, A Coruna,
Spain.
Kenna, A. (2011). “Zara Plays Catch-Up with Online Shoppers.” Retrieved from www.businessweek.com
Robin, M. (2012). Leading company. Retrieved from http://www.leadingcompany.com.au/big-ideas/no-advertising-no-
outsourcing-why-zara-is-beating-expectations-despite-a-languishing-economy/201206151434
Urban Outfitters INC. (2011). Annual review (Rep.). Retrieved from
http://investor.urbn.com/phoenix.zhtml?c=115825&p=irol-reportsannual
Yan, Betty. (2012). “Fast Fashion: Too Much of a Good Thing.” Retrieved from www.arbitragemagazine.com
Zara, A Spanish Success Story. (2001). CNN. Retrieved from
http://edition.cnn.com/BUSINESS/programs/yourbusiness/stories2001/zara/
Zara and H&M: Fast Fashion on Demand « The Model Management Blog. (2012). The Model Management Blog. Retrieved
from http://blog.modelmanagement.com/2010/06/01/zara-and-hm-fast-fashion-on-demand/
Zara (n.d.). Fibre2fashion.com. Retrieved from http://fashiongear.fibre2fashion.com/brand-story/zara/advertisements.asp