Zara first originated in Spain in 1975 and have since expanded as a brand so that they now have over 2000 stores across 88 countries and also ship their products worldwide. They are an eco-friendly store, dedicated to reducing their energy consumption and supporting organic farming by using ecological fabrics/organic cotton to produce their products.
"we aim to contribute to the sustainable development of society and that of the environment with which we interact."
Zara strive to meet the needs of the customers with the idea of sharing their passion for fashion across a wide range of people, cultures and ages to inform them of new trends and styles that are popular season-to-season.
Campaigns
Although Zara cater for women, men and children I am focusing on the womenswear aspect of their brand. They keep their campaigns relatively simple, with easy yet chic styling and natural looking models to showcase their new products. This makes it easy for customers to relate to the styling and beauty looks within the campaign if it is lifelike - maybe they can imagine themselves in that look?
Above is the latest womenswear campaign available at Zara.com. I love how effortless yet so detailed the editorial images look and this is something I will use within my own project for the website, tweaking a few things here and there.
Collections
The Zara TRAFALUC collection mirrors the simple styling, backdrop and beauty looks as in the womenswear campaign and across all of Zara's promotional material. The Trafaluc range is aimed at a younger audience than the womenswear which is evident within the looks of the campaign. For this campaign they have also created a fashion film to show the products available using on trend genre of music which would appeal to the target market along with the lookbook.
Unlike other fashion brands such as Topshop and River Island, Zara haven't had any collaborations with outside brands or celebrity endorsements, which I think makes them stand out, as they don't need extra help or ideas from outsiders to improve their clothes and accessories. I also think it makes the brand come across 'more mature' as their focused is on the design of their products rather than the advertising and promotional content and endorsement of celebrities/well known brands.
Social Media
Zara have social platforms on networks such as Twitter, Instagram & Facebook, all consistent with the look of the brand, using them to spread their editorial content and advertising material to more followers and potential new customers.
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