We analyze the marketing and advertising strategy of Zara, the Spanish fashion brand that does not carry out conventional advertising.
Zara does not advertise conventionally. You will not see a single television commercial, an ad in the press, a billboard or banners on the internet. Not an advertisement for Zara. And yet it is the most successful Spanish brand, with its owner Amancio Ortega as the richest person in Europe and the three richest people in the world.
This statement shocks in a world like that of fashion, in which there are battles to compete for the best advertising spaces of each medium. Brands strive to show us their spectacular prime time perfume advertisements, hire the largest advertising banners in each city and fashion magazines allocate pages and pages to brand ads. How is it possible that in this world Zara does not advertise? What marketing and advertising strategy does the Spanish multinational follow to be one of the most successful fashion companies in the world?