1. Introduction
Without a doubt, many of the large companies in the market have stood out for knowing how to capitalize on the phenomenon of globalization in their favor, even with so-called “bad marketing.”
However, this has also brought new challenges that have been difficult for them to overcome.
The multinational Zara has not been exempt from the consequences of bad marketing.
The new controversy in which it has been involved debunks a marketing myth: Jumping on a trend is no guarantee of good results.
On the contrary, you may end up having a streak of bad marketing for a bad marketing strategy.
The brand is in the eye of the hurricane for a controversial collection that generated a lot of discontent among users.
Many of them used different platforms to request their boycott.
His collection has brought him bad marketing during this Christmas season.
This couldn't come at a worse time.
After the pandemic, the company has reported losses from which so far it has not been able to recover.
Before talking about the bad marketing that has generated the global controversy that currently has it on the ropes, let's discover its history to understand the impact that this has had. strategy of marketing in its legacy as one of the most prestigious brands in the fashion industry.
2- What is the history of Zara?
Zara is a Spanish clothing company founded in 1975 by Amancio Ortega and Rosalía Mera.
Zara's first store opened in La Coruña, Spain, and has since grown to become one of the most recognized fashion brands in the world.
The company has a “fast fashion” focus and its ability to produce and distribute clothing at high prices.
Since its humble beginnings, Zara has experienced impressive growth.
In the 1980s, the company began to expand nationally, opening stores in cities such as Madrid and Barcelona.
In the 1990s, Zara began to expand internationally, opening stores in Portugal, France and Mexico.
Today, Zara has more than 2,000 stores around the world.
It is also one of the most successful fashion brands globally.
One of the keys to Zara's success is its focus on fast fashion.
The company produces and distributes high-quality clothing at affordable prices in a short period of time.
Zara has a vertically integrated production system.
This allows you to control the entire production process, from design to manufacturing and distribution.
Another key to Zara's success is its focus on innovation and creativity.
The company is constantly looking for new ways to improve its production process.
In this way they seek to offer innovative and high quality products to their customers.
Zara also stands out for quickly adapting to fashion trends and offering products that follow the latest trends.
3- “The Jacket” Campaign: How bad marketing can get you in trouble
What seemed like an innocent advertising campaign for the launch of a new collection, for Zara it represented opening a Pandora's box that it has not been able to close.
It all started when, through networks, they shared photographs of their new merchandise:
These images and their strong resemblance to the events currently happening in Gaza did not go unnoticed.
One of the first accounts to point out the extraordinary resemblance was the Instagram user diet_prada, who currently has more than 3.4 million followers.
The similarity is quite undeniable:
- Some mannequins with missing limbs.
- Several mannequins wrapped in white sheets or fabrics.
- Some models covered in white dust among rubble.
The main model is inside a wooden box as well as damaged walls.
For her part, Zara mentioned that both the creative idea and the photo shoot took place before the start of the conflict. Casual, Searchers, casual.
He also clarified that his intention was to emulate “a sculpture workshop.” Bad marketing strategies at the end of the day.
He also noted that he apologized for any misunderstanding that may have arisen.
However, the storm was just beginning as many of the users did not agree with the handling of the situation, which further aggravated the conflict.
In addition to the call for a boycott through social networks, there have been protests in stores in Melbourne, Montreal, Helsinki, Glasgow and Madrid.
Given these events, the brand has not made new statements. Not a single alternative solution to bad marketing uses.
He maintains his strategy of waiting for time to dilute the issue. Example of a practical case of bad marketing strategy.
What do you think, Search Engines, is it all due to poor timing? Or did Zara believe she could capitalize on the conflict in Gaza?
4- Zara's bad marketing in the last decades: The sum of controversial decisions
In 2021, Zara was sued for the use of forced labor of the "Uyghurs."
Together with others giants of the fashion industry, the Spanish brand was identified as suspicious of the use of forced labor in China.
This past month, a new report concluded that there is sufficient evidence to support said accusation.
Zara responded by arguing that it no longer has ties to such supplies. I say yes?
Again, causes and consequences of a bad marketing strategy.
In 2014, was accused of labor exploitation in Brazil: The company was accused of using slave labor in its supply chain and failing to respect Brazilian labor laws.
Zara responded by saying she was investigating the allegations.
It added that it would take action if any violation of labor laws was found.
In 2012, This Iberian fashion monster was accused of racism for selling a children's T-shirt similar to that of a Holocaust prisoner.
The shirt had horizontal stripes and a yellow six-pointed star, sparking outrage around the world.
Zara quickly removed the shirt and apologized for the mistake. The misuse of marketing in all its splendor.
In 2011, Zara was accused of copy designs from other designers.
The company was accused of plagiarism by American designer Tuesday Bassen and independent designers.
Zara responded by saying she was investigating the allegations.
Furthermore, it said it would take action if any copyright violation was found.
5- Conclusion: Not learning from mistakes is difficult… and expensive
Without a doubt, we will have to wait to see how these events unfold and the impact it will have on the brand.
It is undeniable that Zara has known how to overcome the different crises that its bad marketing has generated, but one question remains.
Why have they resisted learning from their mistakes?
This campaign did not affect the empire Zara.
However, it will have to absorb the losses that arise from this decision.
Although it is evident that ignoring the situation has been of little use and the tactics adopted would have to be reviewed, since the management of this crisis has been very poor.
Users and consumers have little by little become aware of their purchasing power.
Could Zara adopt new strategies?
Or will its poor marketing inevitably condemn it to failure?
Don't forget, Search Engines, marketing strategy goes beyond just wanting to capitalize on trends.
If you want to create a marketing strategy, write to us at: info@buscandomarketing.com
Remember that if you are looking for marketing, we help you find it!
