Zara Digital Marketing Qi Liu ADV892 NMDL

Qi LiuNMDL

Profile

• Spanish clothing and accessories retailer based in Arteixo, Galicia.

• Founded in 1975• Just-in-time (JIT) system • Presence in over 73 countries• High-end with relative lower price • Cover most countries• The number one best selling

clothing, titled “fast fashion”• Over 200 designers• Manufactories all in Europe not

Asia, fastest shipping

Mission• Keep high quality and

raise revenue.• Maintain neat, fashion

and high-end image• Upgrade digital marketing

strategy for better branding and sales volume

Target Audience

• Primary: Men and women age 18-45

• Secondary: Children and teens, accessories

Social Media StrategyFacebook • Pictures/ videos of

seasonal clothing line updates with URL to the official site.

• Pictures of fashion clothes and fashion lifestyle with URL to the official site

Twitter• Sales / discountWho

retweets posts will get discount or present offers

• limited-time online sales reminders

Pinterest• Subscribe• Clothing line updates

pictures• Campaign pictures• ZARA promotion

discount• ZARA contest

Youtube• Subscribe• Campaign Videos

• Search Engine Marketing Google, Yahoo, BingGoogle AdWords

Campaign

• Official Website Free shipping and free returns

promotion 4 main categories

(Woman,TRF,Man,Kids) Campaign Videos of main categories Show different Follow Us methods

except official website with information of

SNS,newsletter,Youtube,Apps.

Mobile Marketing Strategy

• ZARA webpage for IPHONE / IPAD / ANDROID BLACKBERRY 10

• Free App

Clothing line updates

Direct shopping available on Apps

• Annual Promotion Budget

Facebook pages, twitter, pinterest YouTube($100,000)

Special sales promotions ($20,000)

Search Engine Marketing: $5,000-10,000

Google AdWords Campaign: $15,000-20,000

Mobile App Development: $5,000-8,000

Budget and Timeline

Big Idea“ ZARA Model ”

• Encourage ZARA fans to post the picture of themselves in stylish clothes in any season and location.

• Any participants will get a 50%discount on any regular purchase from ZARA.

• The winners will get one piece of ZARA clothing of their choice.

• Winners have the opportunity to be selected as ZARA models.