Company Analysis
Zara is a Spanish apparel retailer based in Spain. The company specializes in fast fashion, and products include clothing, accessories, shoes, swimwear, beauty, and perfumes. It is the largest company in the Inditex group, the world's largest apparel retailer.
Goal:
Improve sustainability and Increase social media presence
Situation Assessment and Industry Trends
Trends
Avg searches per hour
78
Holiday season
Increase in demand
Highest interest area in us
Boston MA
How to leverage
Use seasonal keywords and hashtags such as ‘holiday’, ‘festive, and ‘christmas’
Social Media Mentions
Findings Summary
Social Media Mentions
Trends
Target Audience
Zara constantly has evolved in order to become more appealing to its target audience
Younger women (age 16-24)
eco-friendly line Join Life
Generation Z
(TikTok, Instagram, Snapchat)
In regards to Social Media mentions Zara had 622, and that the sentiment ratio of the mentioned brand is 7:3.
From the data that was collected over the past 12 months we can infer that as the holiday season is approaching, the interest overtime is increasing.
Keyword Search
Zara has over 467,000 keywords. Those keywords can be seen as 45.1% informational, 33.1% transactional, 16.3% commercial, and 5.5% navigational.
Social Media Recommendations
IG ads: target consumers that have visited Zara & H&M account
Brand ambassadors: post reels and share on instagram stories
IG shop: tag products in posts so consumers can be linked to them for simpler shopping experience
Brand ambassadors: have them post videos about new products, upcoming launches, and product reviews.
Ads: scroll through ads featuring brand ambassadors unboxing Zara products.
Giveaways: seasonal giveaways from Zara’s account.
