ZARA has become the largest clothing retailer in the world, surpassing all its competitors. The multinational corporation is known for the launching of “fast fashion”, comprising stylish yet affordable outfits. With the introduction of such sustainable strategies, the company has been able to make the brand a go-to name for customers.

The company’s brand value and image have been intact solely because of its strategic implementation of marketing campaigns. The key element of ZARA branding is the committed advertisement to providing highly qualitative fabric-made clothes at reasonable prices. 

These are the reasons that make ZARA stand apart from the business crowd. Being the fastest trendsetter, it has made use of several marketing campaigns to thrive in the industry. Let’s take a look at the marketing campaigns of ZARA.

What is Zara?

ZARA is a Spanish multinational retail chain that sells and manufactures clothing, accessories, footwear, perfumes, and beauty products. Spanning over 96 countries, the brand was founded by Amancio Ortega and Rosalia Mera in 1975. Presently, ZARA has over 2000 stores worldwide under Marta Ortega.

The company has made it to the top of the clothing industry in a very short span of time. The versatility of its fashion products advertising, and women’s wear advertising. The example can be seen in the notion that the company stores keep up with clothing items for all ages, ethnicities, and body sizes. 

ZARA is an enthusiast when it comes to empowering women, which can be seen in its marketing campaigns as well as its collections. All the ZARA advertising takes a strong yet simple initiative in how they chose their models and locations, which leaves a powerful impact on the minds of the viewers.

Why does Zara do marketing?

The reason why ZARA needs marketing is its major target, which is the millennials and the GenZs. Both these generations are highly fashion-conscious and innovative. While they are easy to lure, they are also hard to convince. And that’s when ZARA’s marketing campaigns come into the picture so that the company can understand their needs and express them accordingly to the people

Top Marketing Campaigns of Zara 

Here is a list of the marketing strategies of ZARA, that has made all its achievements possible and ranked the brand at the top of the industry.

Join Life!

This marketing campaign was launched to promote sustainability and show the brand’s corporate actions taken in account of the environment. The brand has shifted its goal from providing fast fashion products that change twice every week to going slower and creating responsible clothing.

ZARA’s marketing campaign features 100% renewable electrical energy in its operators, using reused and recycled fabrics, eliminating the use of plastic, and conscious packaging. Although the brand has been able to use 100% cellulosic fibres and cotton until now, it, however, has set goals to expand it to 100% linen and recycled polyester by 2025.

Love Your Curves

As the name suggests, this ZARA advertising idea and campaign was solely based on promoting body positivity. This campaign is introduced with a line designed for women of various body shapes and sizes. The key element of this campaign was the development of its largest size- XXL. 

A picture poster was released featuring the backs of two women showing their curves. However, the ad was criticized all over the world for not including real fat women in the poster, but people still appreciated the one-step ahead initiative. Along with that, this ZARA advertising spread a message of breaking the stereotype of having a perfect body according to society. 

Good American X ZARA

This campaign was introduced with a denim collection in collaboration with the “Good American” brand. Owned by Emma Grede and Khloe Kardashian, Good American is popularly known for full inclusivity in its denim collection. This collaboration was one of the first collections that feature all-size-inclusive denim jeans.

This marketing campaign of ZARA received a lot of positive responses from the public for showing true body positivity and size-inclusiveness since the models featured in the ad were diversified in their body images. Moreover, all the clothing items in this collection were made of recycled and sustainable fibres, as a part of the “Join Life” green campaign.

ZARA Beauty

This ZARA marketing campaign was carried out with the motive of introducing its beauty and makeup brand “ZARA Beauty”. The collection includes makeup products for eyes, lips, face, nails, and related accessories. This beauty and makeup collection was directed under Eva Lopez and developed by the British makeup artist, Diane Kendal.

The most important element of this ZARA advertising was its focus on inclusivity. It was made sure that the launched collection can be used by a diverse population, regardless of race, age, skin type, style, or gender.

ZARA “Origins”

ZARA “Originals” is a collection introduced by ZARA in the form of an ad campaign. The collection is one of its kind as it projects the brand’s efforts into creating a contemporary wardrobe. The collection is built with the highest quality fabrics, finest materials, artistic craftsmanship, and standard manufacturing.

One key element of the line was that it was designed with a combination of progressive and modern concepts with traditional and classic values. Also, the collection shows its versatility in a way that the style of the line changes with every upcoming season. It was considered a classy and premium line of clothing by the experts as well as the customers. 

Into The Night

This marketing campaign of ZARA was launched to express the evolving image of the brand and show it as a brand that is more than just affordable fast fashion. The ad campaign featured the high-profile personality, Kate Moss. It was a strategic move to represent the company’s sophisticated, class-oriented, and premium collections.

This ZARA advertising was focused to grab the attention of famous personalities and high-class audiences, and directing their shopping choices toward ZARA. The star of the campaign, Kate Moss was styled by the French fashion editor Emmanuelle Alt to make it look retro and glamorous.

A Moment In Time

This campaign was strategized to introduce the brand’s Studio Fall Winter 2022 collection. A photo-video advertisement, photographed by Steven Meisel was released on YouTube in relation to the campaign. The fashion products advertising was directed by Fabien Baron, featuring women wearing clothes from the collection and appealing and powerful background music.

The entire collection was based on the idea of exploring the harmony that’s between the Progressive and the Classic, the Feminine and Masculine, and Surface and Depth while keeping the dualities intact. The people and the customers were impressed by this new line, considering it progressive and inclusive.

At Home

This was the most creative campaign idea by the ZARA advertising team. Since the world was facing a long lockdown due to COVID-19 and no one was supposed to step outside, the fashion house ZARA came up with the idea of asking the models to photograph themselves at their homes featuring clothing items from the SS20 collection. 

This was a very smart and efficient marketing strategy released by ZARA. The natural essence of the pictures is what really attracted the audience as no professional camera, makeup, hair, or any kind of styling was involved. The models pictured themselves with common smartphones and cameras, posing without any makeup, and with messy hair. 

Conclusion

In final words, it can be deduced that the ZARA marketing campaigns have always been based on advertising basic fast fashion at medium range, yet evolving itself into a more sophisticated and premium brand. There is an essence of creativity and efficiency in how this fashion house does its women-wear advertising. And like other brands, ZARA’s branding strategies are also adapting cause marketing and green campaigning in order to show its concern and responsibility towards society and the environment.