Zara online store - soon

In Fall 2010 my all time favorite brand ZARA will launch an online store (source). They will start with the European market, but not impossible that there will be a US store in future. Although I've never felt I necessary need an online shop for Zara, this is certainly something I've been waiting for to happen.

My boyfriend who study in a technology university told me about a lecture about marketing he attended. The lecturer talked about Zara and Benetton. He said that Benetton have spent a lot (don't remember how much, but it was a huge amount of money anyway) on marketing and PR, while Zara doesn't spend much on the actual marketing (we don't see Zara commercial in TV, rarely there are billboard ads on the streets and so on). Yet Zara is such a huge brand, and I think as a brand even more popular than Benetton? When I hear Benetton I think of the 90's, don't know where they are standing with their brand today and what age group they serve. I don't think people in my age shop at Benetton as much as they shop in Zara.

And Zara has achieved all this without even an online store, when all the other leading budget brands actually have an online store (Topshop, H&M, New Look, River Island, Mango..). How come? I believe much is thanks to the fact that the young consumers of Zara are very eager to spread the word about the brand. Every day I find in some blog I read something that has been purchased from Zara. Always when I've posted my Zara shoes somewhere I've got great response, and when you post pictures of your buys online you are very likely to bring the brand more customers. They want what you have, and so the story goes on.

So Zara has made it to the top without an online shop, and much because of us who value their brand and share our love for it to other people, and then of course because they have combined quality, affordable and trendy under one brand. Keep on sharing and posting your Zara buys online. And I welcome the online shop in Fall 2010.

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