Zara isn’t into influencer marketing (IM). They came into it late (2018) but successfully with the #DearSouthAfrica campaign. Here the brand worked with 60+ microinfluencers to promote the opening of their online SA store. 8 million people engaging. You would expect more IM, no?

Zara isn’t THAT into influencer marketing. At least not in the traditional way consumers have become used to and would like to see for their favourite influencers.

In March 2019 the brand launched
@/livingzara a separate instagram for influencer takeovers. Deleted under a year.

I think Zara uses social media more for developing insights and gaining customer feedback, than for driving sales. Traditional influencer marketing isn’t the most efficient way to acidve their goal.

A page full of high quality product-focused content is. It works.

What do I mean by Traditional Influencer Marketing? Influencer edits, collaboratively designed collections, trips for product placement, custom discount codes. The ways brands normally give influencers recognition and endorsement.

Zara is not involved.

How does Zara use influencers? As models. They are integrated into product-focused content for the brand’s page and campaigns. This is what works for Zara.

I don’t think we’ll ever see the sorts of influencer marketing done by the likes of Dior, FashionNova, Ohpolly etc.

It’s worth noting that Zara has always had a contrarian approach to marketing. They have never relied on promotional marketing and only spends 0.3% of sales on advertising. Extremely lean. Like their business model in general.