With a brand new logo and beauty line to boot, fast fashion fiend Zara has been a part of Gartner L2’s digital upper crust for a few years now. Here’s how the brand stays one step ahead of other retailers without employing traditional marketing methods.
With over 30 million followers on Instagram, Zara exercises a few best-in-class social media practices. For example, the use of aesthetic “halts”, such as breaking up one large image to form several within the grid, halting users mid-scroll with a puzzle piece of a picture. Additionally, the retailer reportedly banks on customer feedback to make decisions regarding which items to stock or snip each season. By focusing spend on social image and customer-driven service, the brand has been able to shoot up Gartner L2’s retail ladder fairly quickly.
At the same time, Zara is one of a few brands getting squeezed out of an increasingly fragmented search landscape, losing a chunk of organic visibility since 2017, according to Gartner L2’s Digital IQ Index: Specialty Retail UK. Additionally, the brand could also improve on Instagram Stories, especially as a place to announce its common but still coveted flash sales.
Though Zara’s methods have granted it rewards for the moment, are they enough to sustain long-term stability or will the success they brought fizzle out like the latest trend? Only time will tell, but for now, prioritizing social media and thriving from customer feedback are two key ways that any brand can achieve effective results.