Comparison how both retailers Asos and Zara communicate with their target audience
Each type of retailer has to communicate with their target audience in different ways, some more well-known brands do not have to communicate with their target audience as much as others. There are four main types of communication, these are written, verbal, nonverbal and visual. Types of written communication are emails, letters, magazines, signs and books. Types of nonverbal communication is body language, gestures, Makaton. Types of verbal communication is auditory so anything that you can hear. A Retailer will use things such as TV Adverts, Radio adverts, social media, emails, posters, adverts in magazinesThe two retailers that I have chosen are Asos and Zara. I have chosen these retailers as they are both different, one is an online only retailer and the other is mainly bricks and water however does also have an online website.
Zara is an extremely well-known retailer worldwide, they choose not to spend too much money on advertising so therefore barely uses it, they communicate with their customers through word, for example, they rely on fashion bloggers, social groups and product reviews by fashion industry experts. They also rely on social media channels, they have ZaraConnect, ZaraPeople and Zara LookBook. The fact that they have created such a brand image they rarely need to tell people and communicate with people about their brand! Zara realised that there was a niche market in creating high fashion garments at high street prices this is how they are so known due to the fact that they are one of the only retailers that offer this.
Whereas Asos being an online store have a slightly different approach to the way the communicate with their customers, there target market is aged around the age of 20 both men and women.
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Their customer loves fashion, someone who is inspired by friends, celebrities and the media. Asos rely on the customer using the website on the go, on their phone, laptop or tablet. Asos use advertisements on all social media, they also have a TV advert, they have an email sign up where they can communicate with all their customers about all the different promotional offers that they have going on as well as engaging with them through email with competitions and daily inspirations. Being an online retailer Asos really communicates with their customers through all things internet, they are always using advertisements on social media where people will quickly look on the tablet or phone and therefore see what type of promotional offer they have on. They reach out toThey also focus on the fact that they provide their customer with a turnover time of 4-5 weeks for its new collection to me made available. All of this along with the brand persona, the style of clothes and accessories and the marketing campaigns pulls the target markets to the Zara stores. Zara has more than one type of target market so therefore depending on what target market they are aiming for the marketing for it differentiates. Zara overall communicates with its customers visually through there window displays and the way they merchandise they’re product, they also use there instore music and the location of their stores to communicate to their customer portraying how they are a high street brand with prestige clothing inside. their customer by understanding what inspires and interests them they are then able to create a loyal customer who will always go back because they enjoy the experience they get due to the fact that Asos have communicated that they know them well.
Overall both brands communicate with their customers in different ways Zara relies on their strong brand image and niche concept of having such a quick turnover of garments to communicate with their customers about their brand whereas Asos communicates with their brand through strong advertisements on social media and TV to communicate with their customers about their brand.