Promotion
Zara doesn’t promote on most mainstream platforms such as billboards and television. However they have a lot of celebrity endorsements so they can easily promote through word of mouth.Although they don’t feature magazine campaigns they products are often featured in fashion features in many popular magazines. Zara also promote through social media and have a very strong following which currently 13.8 million followers on instagram. Zara normally go into sale around the same time as other competitors, which keep customers interested and excited about getting a good deal.
Product
Zara's products cover most categories from knitwear to accessories and more recently genderless collection with opens Zara up to more customers. Zara changes their stock every 15 days, this makes sure they are constantly offering their customer new and exciting products. As they change over their stock so quickly Zara need to make sure they aren’t ordering too much stock for that 15 day period. This means that is it often hard fort hem find a balance of not missing on sales because the customer cant find their size and having too much stock that they will need to mark down as the end of the season.
People
Zara is just one of the brands owed by INDITEX which also houses brands such as Pull & Bear and Berska. Zara was founded by Amancio Ortega and Rosalia Mera. Amancio Ortega still has a 59% stake in the business. Inditex is also made up of their CEO Pablo Isla. They have a creatvie team of over 200 people to work on the designs. Zara emphasis the need for great customer service to meet the needs of their customers, they also have a customer service number to ring for any queries.