Zara is the largest clothing retailer, founded by Amancio Ortega. Today, the company has annual revenues of $68 billion, thanks solely to its customers and a few clever tricks. Have you ever wondered why people keep coming back to this store? Haven’t you? Well, we have to tell you that they use marketing tricks and gimmicks that have a great influence on the subconscious of the customers. Today we bring you these.
The most expensive clothes are positioned at the entrance – that’s how they attract attention.
At Zara, clothes are arranged by price. The most expensive clothes are always at the entrance, because the designers hope that customers will fall in love with them immediately. Zara’s theory is: you-see-it-you-buy-it. The furthest reaches of the store are reserved for customers looking for cheaper clothes, where basic clothes and accessories can be found.
Clothes, shoes and handbags are deliberately placed next to each other.
There are no departments in Zara stores, at least in the sense we are used to. The clothes, bags, shoes and accessories are all in the same area. Precisely because of this, you don’t have to think about which dress to buy with which shoes, because the store managers have already decided. This is a very convenient solution, not only because it saves you time, but also because you follow the ever-changing trends. The downside is that the customer’s choice doesn’t matter because they are presented with an alternative.
Zara has no advertising, but not because it wants to save money.
Zara’s customers think the store sells exclusive, high-quality clothes that don’t need any promotion. Just think, there are no TV commercials for Balenciaga or Versace, but everyone knows that they have premium quality goods.
Zara does the same thing. Shoppers go into the store because they want to buy something that they can’t see on their neighbour or their co-worker. And the shop offers special clothes for very little money.
The brand influences your subconscious: it makes you feel part of the elite.
Zara will never open a store in a Walmart, Auchan or other supermarket. The brand pays a lot of attention to the location of its stores. They only open in large shopping centres or on the main streets of big cities.
There is almost always a small elite brand store next to Zara. They have elegant and beautiful clothes, but they are too expensive, Zara offers an affordable range. The store gives you the opportunity to feel like you are in the upper class.
By the way, Kate Middleton helped make the brand a little more aristocratic. The Duchess is a true Zara fan. After her wedding, she wore a simple blue Zara dress and of course, she immediately drew attention.
What is not sold in one shop is sold in another.
Zara clothes travel more than some people. That’s because clothes that don’t sell in one store will sell in another. Some clothes from Western European stores may even go to Russian stores. However, if a clothing collection has not been very successful, it is redesigned. So less successful clothes may get a new chance.
They have a special sales method.
Before the start of the sale season, the shop tries to sell as many clothes as possible at the normal price. Zara is full of old collections and new ones are hard to find. A few days later they try to sell it at a much lower price, which usually works for the customers.
Zara releases more new collections every year than anyone else.
Zara’s strategy is to spin fashion quickly. The brand is constantly changing its collections, which remain fashionable for a very short time. Unlike other stores, Zara launches many more and newer clothes, shoes and bags, which change every few months. If a trendy piece of clothing appears on the catwalk, on a celebrity or in the city, it’s bound to be in Zara’s stores within a short time. The store sells 450 million garments a year, so everyone can find the style that suits them best.
