zara spent only 0.3% of its revenue on media advertising, compared with 4e, for most specialty retailers. Its advertising was generally limited to the start of the sales period at the end of the season, and the little that was undertaken did not create too strong a presence for the Zara brand too specific an image of the "Zara Woman" or the "zara Girl" (unlike the "Mango Girl of Spanish or competitor Mango). These choices reflected concerns about overexposure and lock-in as well as limits on spending. Nor did Zara exhibit its merchandise at the ready-to-wear fashion shows: its new items were first displayed in its stores, The Zara name had nevertheless developed considerable drawing power in its major markets. Thus by the mid-1990s, it had already become one of the three clothing brands of which customers were most aware in its home market of Spain, with particular strengths among women between ages of 18 and 34 from households with middle to middle-high income.
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zara spent only 0.3% of its revenue on media advertising, compared with 4e, for most specialty retailers. Its advertising was generally limited to the start of the sales period at the end of the season, and the little that was undertaken did not create too strong a presence for the Zara brand too specific an image of the "Zara Woman" or the "zara Girl" (unlike the "Mango Girl of Spanish or competitor Mango). These choices reflected concerns about overexposure and lock-in as well as limits on spending. Nor did Zara exhibit its merchandise at the ready-to-wear fashion shows: its new items were first displayed in its stores, The Zara name had nevertheless developed considerable drawing power in its major markets. Thus by the mid-1990s, it had already become one of the three clothing brands of which customers were most aware in its home market of Spain, with particular strengths among women between ages of 18 and 34 from households with middle to middle-high income.Chat Conversation End
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