Leonie Bulman's recent articles
Zara’s “light” social media strategy encouraging brand love, but not purchase consideration
Zara show how a fashion brand can engage consumers around their products and brand by only posting content infrequently to their Facebook page. However, while the strategy is successful at prompting brand love, it does not encourage purchase consideration.
Zara have a very popular Facebook page with 7.5 millions fans. Zara post official content rather infrequently (perhaps once a week) and then let the clothes do the talking by posting photos of their latest collections. WaveMetrix analysed the consumer response to this rather “light” approach to social media strategy to understand whether it was successfully engaging consumers.
WaveMetrix social media monitoring shows that the Zara social media strategy is successful at engaging consumers around their products and brand. Consumers “love” the “cool” fashion collections and “beautiful”, “quality” clothes from their “favourite” fashion brand. Using 100% human analysis, WaveMetrix can ascertain that while Zara are successful at encouraging brand love, purchase consideration is at very low levels.
Zara’s social media provokes positive buzz about their products, fashion collections and brand:
- Consumers discuss Zara’s “quality” and “stylish” clothing: People say clothes from Zara are “beautiful”, “good quality” and “trendy”. They also say the clothes collections are “the best”, “top” and “exquisite”. Some mention when they last bought Zara clothing or say which items they “love” such as Zara’s “t-shirts”, “polos” and “dresses”
- Consumers discuss the fashion collections featured in the official social media content: People “love” the “cool” new fashion collections. They say the featured clothes are “gorgeous”, “classy” and “amazing”. They praise the “very nice”, “great” designs and a few say they “want” or “must have” items from the collections
- The Zara Facebook page attracts a lot of positive brand buzz: Consumers post that they “really love Zara” as it is “the best” and their “favourite”. Some say Zara is a “cool” and “gorgeous” brand that is “a lifestyle”. However, a few say they “love Zara”, but they “can’t afford” to shop there
- Some consumers ask for a Zara store in their city: Consumers ask for a Zara store in places such as California, Cape Town and Sydney. A few want the online store to be available in the US while others complain that their “online order hasn’t arrived yet”
While Zara social media is successful at encouraging brand love, it is less successful at prompting purchase consideration:
- Over half of consumers who comment say they “love” Zara: Consumers use the Facebook wall to post spontaneously that they “love” Zara and their “fashion collections” and “clothes”. Others respond to the official fashion collection content by saying they “love Zara” and their “fashionable clothes”
- However, purchase consideration is at very low levels: A few say they “must have” items in the fashion collections, but levels of purchase consideration are at much lower levels than seen for other fashion brands