Zara's success has been surrounded by questions since its inception. It is curious and admirable that a brand, after 40 years, continues to be one of the international references in the world of fashion and business. Today, from the Uzink marketing blog , we ask ourselves out loud: Why is Zara the most valued Spanish brand in the world?
Table of Contents
Zara's success in recent headlines
Big data is behind Zara's success
The power of logistics
New collection every 15 days
Online experience
Zara's success in recent headlines
Zara does not live off its profits. This is the only way it can reach the top positions in all the rankings. Below are 3 headlines from the last few months.
– According to the latest Spanish Image Barometer , Zara has turned out to be the most internationally valued national brand.
– Zara is the only brand, along with the Santander korean mobile phone number Group, that appears in the prestigious Interbrand ranking as one of the 100 best brands worldwide .
– And, although he has recently lost a position, we can also say that Amancio Ortega is the fourth richest man on the planet according to the Forbes list.
But… how does he do it?
Big data is behind Zara's success
The power of logistics
It is a fact that Zara monitors in real time what it is selling (models, sizes, colours…) in all its stores around the world. Interpreting this information allows it to move product within a period of 48 hours.
New collection every 15 days
But the data tells us more. Are customers in a particular area buying floral prints? The creative team at this company, which includes 300 designers, already knows what kind of print will sell in that location. Design and sales go hand in hand.
Online experience
Zara has always seemed to have avoided traditional advertising. The same seems to apply to its social networks, with no conversation and very little frequency. However, its online store is an example to look at. As Pablo Isla himself stated, its online store is like another physical store with an associated warehouse. And, with this approach, they manage like no one else the “desire to own” limited garments , announcing launches, repeating the same models in different looks… A strategy that evolves every day.
So why is Zara the most valued Spanish brand in the world? The answer is as simple as it is complicated. And, at the same time, it reminds us what our priority should be. Zara has always been clear about who it should listen to and who it should respond to: the customer.