3 lessons you can learn from ZARA Zara is now one on the largest retailers in the world and it has got there will very little advertising indeed. Its advertising budget is a fraction of that of its international and local competitors – and yet Zara continues to eat into their market share. Why is […]

3 lessons you can learn from ZARA Zara is now one on the largest retailers in the world and it has got there will very little advertising indeed. Its advertising budget is a fraction of that of its international and local competitors – and yet Zara continues to eat into their market share. Why is this so? How can Zara build such a large and successful retail business without relying on advertising? Well it is not because they rely on other avenues of communication like direct marketing, social media or promotions. Certainly they do these things but they are addressed in a very limited way indeed. I would argue that the success of ZARA, which can be readily repeated by most businesses revolves around three things: The product. The service. The experience. Now, I hate shopping and avoid it when I can. At the same time I am intrigued by…