Buying Inditex’s black model use to feel similar to being on hallucinogenic or stimulant. We have been seduced to feel this way. However, this year our seasonal Sales came and left with no relevant impact. The Spanish lady repeated “the effect of consumption was too much for me”, while going through hangers. Personally, I had FOUR reasons for not showing interest in Ortega’s offerings aside his daughter complaint on not wanting to sit on the board.
No notice of Naomi Campbell’s Avant Garde efforts. I mention this because I didn’t notice collaborations with African Fashion designers, something I have long been expecting from Ortega’s house. With Naomi Campbell’s recognition of Avant Garde I was hoping in-house designers would incorporate Black Designer styles into a compelling offering even before Sales were promoted. Also, collaboration were promised in 2021 report. Without the acknowledgment of this effort the ratio of diversity was poor. With more black women [Tiarra Monet] increasingly showing interest in Zara and Massimo Dutti brands we are also expecting to see black employees at any POS. And more outside collaborations. Still, the brand remains good at its strategy of NOT empowering the black community.
Accumulated with Administration. Sales seemed to collide with tax declarations. During this period anxiety is high for many. The anxiety that comes with tax declarations is something we never get use to because we receive notification from different department of the same body. Sometimes, with contradictory information. Ultimately it’s a choice if one is persistent with tax declaration or not because each department will advise different framework. With this said, my tax declaration appointment came out for the second day of June. This time, I personally chose to follow up everything, running through the city in order to avoid a certain list/press.
No clear vision. At 36, do I really need a 15 euro jeans in my wardrobe? This is the question I keep asking myself since I discovered David Tlale statement dresses. Not to mention I am still expecting to get one.
Honestly, for those with Marketing background we are surprised to realise this form of consumer reach continues for such a long period. Outdated? Yes, as it’s just a continuation of two decades ago selling strategy.
No Story telling. The ZARA brand was conceived to empower women of certain age and income, regardless of race. Now, I clearly think the company has lost this vision with its hiring policy. Sales season felt like 19-25 age group were selling to 35-40 year old women. Awkward, when Gen Z is selling to a Millennial. Moreover, the DIY strategy would not fit-in with promotion period as long queuing was observed.
Indeed, I noticed employees were well dressed with their matching Blazer + Trousers and FILA sports, from the brand. Equipped with mobile devices they are able to tell customers if clothing size is in stock with just few clicks.
I certainly believe the new ZARA concept will not fit in with its pre-conceived internationalisation strategy which starts to be very similar to what Target and Pretty Little Things have. In fact, the numbers speak for themselves, the Spanish women isn’t holding INDITEX strong enough in its primary market.
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