-Makes billions in 0 ads
- Unlike most of its competitors, ZARA doesn't rely on promotional marketing or advertising
- ZARA only spends about 0.3% of sales on advertising despite earning billions of dollars in revenue each year
- one of the major reasons for ZARA being successful is that company never produces too many products of a single design.
- ZARA designs, produces, distributes, and sells its collections within two weeks
- Little inventories have lower storage costs and fewer discounts
- This creates scarcity in the mind of customers to buy their favourite designs quickly as they know they will go out of stock soon.
- Shoppers feels like if they buy a t-shirt at ZARA, five other people won't have that same shirt at work or school.
- ZARA makes new patterns constantly throughout the year. This makes customers visit their stores more frequently than others
- so, exclusivity works for ZARA and that's why ZARA didn't need to invest much in commercials and billboards.
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