The fashion industry is still on a downward trend this year, notably in France. Indeed, the first trimester of 2010 registered a decrease of 1.9 % in value compared to 2009 at the same period. Yet, since several seasons, the fashion industry has accelerated its collections' turnover, which was supposed to foster consumption.
The fashion market is very heterogeneous, so the development of new brands and new store openings imply a necessary differentiation. The range/price policy represents a determinant choice which can lead to restructuring of these strategies. Moreover, the clothes' enhancement cannot be ignored. The fashion market does not offer "classical" products, for example, there is virtually an absence of packaging. However, the products will be considered as consumption goods in the following report, considering clients and consumers on the fashion market.
In this clutter, two Spanish brands have succeeded in making a mark on well-known territory: Zara as a paradise for consumers with tight budgets and Desigual with its unprecedented exuberant design. Both, Zara and Desigual, overcame the crisis better than the other distributors. So, what are their key success factors? What is the IMC of each brand on a global view?
First, we will analyze the communications and rhetoric tools used by the two brands. Then, we will study the communication strategy through advertising, in-store activation and product displays.
it is true while studying branding strategy and its advertising, we can isolate elements from both argumentation and demonstration processes, but the fashion industry is more specific and prone to use an argumentation strategy. Let us have a closer look at our two brands: Zara first, then Desigual and finally why not confront their strategy?
Zara has once been described by CNN as "a Spanish success story" or "possibly the most innovative and devastating retailer in the world" by Louis Vuitton's fashion director Daniel Piette. What raises such a fascination around the brand is especially its unusual way of persuasion through what we call "a zero advertising policy".
[...] Thus, how two fashion brands like Zara or Desigual manage to differentiate themselves by their Integrated Marketing Communication First, we will analyze the communications and rhetoric tools used by the two brands. Then, we will study the communication strategy through advertising, in-store activation and product displays. Two case studies: Zara and Desigual The fashion industry and its argumentation process It is true that while studying branding strategy and its advertising, we can isolate elements from both argumentation and demonstration processes, but the fashion industry is more specific and prone to use an argumentation strategy. [...]
[...] CONCLUSION We were wondering how Zara and Desigual manage to differentiate themselves through their Integrated Marketing Communication. It is now clear that the two famous Spanish brands use completely different methods. Indeed, as the values of both brands are not the same at all, the way it conveys its message to the public differs a lot. Although Zara has chosen the “zero advertising” policy, its communication exists mainly through its window displays and its stores in general. It wants to deliver its values such as modernity and accessibility. [...]
[...] A really weak use of Logos Like most other clothing brands, the Logos communication is rarely used by Desigual and Zara. It seems there are no logical explanation to make the customer buy your sweater and not the sweater of the next store in the street. As for Zara, we could find an element of logos communication in its rather low price strategy regarding the elegant design of its articles. Actually, what Zara wants when launching a new collection is to imitate luxury brands while still offering lower price. [...]
[...] All of this contributes to enhance the brand image of Zara and its brand personality but it is totally free of cost for Zara since it is driven by the entire group. Zara, being the flagship brand of Inditex, we can say that, when Inditex communicates, it has tremendous consequences on Zara's image. Besides, Zara demonstrates its credibility participating in events along with the haute couture fashion houses. For instance, in September 2010, Zara took part in the NYC Vogue fashion night. [...]
[...] " look forward to your next post, as on my way back to your blog, discovered by chance I admit Desigual gets mob marketing credits and uses social media as a way of expanding brand awareness, and it works. However, every action (post, videos, photos, etc) on social networks presents a risk for the brand image and reputation. In this case, Desigual concealed deliberately its game to bloggers and launched a “classical” type of marketing appeal this and you will obtain that”). [...]
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