Why ZARA spends $0 on ads
Why ZARA spends $0 on ads
Have you ever seen a ZARA TV commercial?
Probably not.
Because Zara spends almost $0 on traditional advertising.
Yet, they are the biggest fashion brand in the world.
How is that possible?
They use three psychological tricks to make you buy:
1. Artificial Scarcity
Artificial Scarcity = Creating a fake shortage of a product so people rush to buy it.
Zara only makes a very small number of each shirt or dress.
If you like it, you have to buy it today.
If you wait until next week, it will be gone forever.
2. The Real Estate Trick
Most brands spend millions on internet and TV ads.
Zara takes that money and rents the most expensive stores in the world.
They intentionally open stores right next to Gucci, Prada or Louis Vuitton.
This tricks your brain into feeling like ZARA is a luxury brand, even though the clothes are cheap.
3. Crazy Speed
Traditional brands take 6 months to design and sell a coat.
Zara can spot a trend on Instagram, design it, and put it in stores globally in just 15 days.
They don't predict fashion. They just copy it instantly.
Zara doesn't just sell clothes.
They sell the Fear Of Missing Out (FOMO).
✍🏻 Mantra Joshi
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