ZARA is one of the top billion dollar clothing brands. Company stores (and there are more than 6500 of them!) Can be visited in 88 countries of the world. It is noteworthy that the company spends only 0.3% of the budget on advertising. At the same time, the brand remains recognizable and beloved among customers of different ages - from adolescents to the elderly. Here are a few marketing gimmicks that have made the company so overwhelming.
Expensive things at the entrance
Owners expect people to shop impulsively. That is, he walked past a shop window or a store, saw a thing he liked - and then right to the cash register. Oddly enough, but this trick works. If you want to save money, go to the farthest point of the trading floor. There you will find things cheaper.
Ready Kits
In many stores, sales areas are divided into separate sections: shoes, bags, clothes, accessories. There is no such clear division in ZARA: all products are nearby. Thus, they make up a single set, since they are pre-selected for style and color. This is very convenient for customers: no need to go around the store and make sets. Everything has already been done for you.
Location
Do you know where the company invests money? For rent premises that have a good location. You will never see a ZARA store with a budget market or a cheap clothing store. It is located either in shopping centers or next to boutiques of famous brands. Thus, customers feel kind of like part of an elite, high society. Subconsciously, they associate this brand with something from the world of haute couture.
Constantly updating collections
Speed and speed are the main tricks of ZARA. Do you know what the company does? She simply copies the products of famous brands, designers and immediately launches them on sale. Collections are updated every month. I did not have time to buy it yesterday - tomorrow you will not see this thing on the counter. The company produces 450 million products a year! Just imagine the scale of the work done. So that every buyer can always find what he likes.
Lack of advertising
The company does not say anything about its products, does not advertise new collections. Advertising cannot be seen on every billboard. And why? Because the owners adhere to such a concept: an elite brand does not need active advertising. Its beauty and attractiveness lies in its conciseness, simplicity and accessibility. Pay attention to the logo: no motley colors, everything is strict and at the same time stylish.
The illusion of "scarcity"
The speed with which collections change makes people make impulsive purchases. Whether a thing is needed or not needed - there is no time for reflection, since tomorrow it will not be. Accordingly, they buy from them more often than in other boutiques where clothes lie for months. And only when they come home they realize that they posted everything to the penny.
"Discounts"
Before you expose a new collection, you need to sell off the old. And then ZARA allegedly announces discounts. In fact, they are not. Clothing is sold at regular prices, although this seems counterintuitive. It's just that people are sure that the collection is out of date, and therefore it is cheaper. In fact, every seller knows that there is no saving.
Specialty stores not for customers
Yes, and it happens. In Spain there is a separate boutique in which there are never customers. There are only workers, architects and designers. The fact is that the company is constantly experimenting with the interior: the colors of light bulbs, the texture of the floor, the location of cash registers, the height of mannequins - every little thing matters. The team of professionals consists of thirty people. Probably marketing staff are also on staff.Otherwise, how do they make us impulsively make purchases, even when we were not going to buy clothes at all?