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ZARA launched its Barbie-inspired collection on July 17.
He cobranding It is a strategy in which brands look for the long-awaited “win-win”.
54 percent of companies say the co-marketing generates more than 20 percent of total revenue.
On July 14, ZARA announced its Barbie collection, which went on sale to the public three days later. This activation adds to other proposals from other brands that have also used the doll as a marketing strategy to increase their number of sales in the retail market, as happened with GAP, C&A, among others.
However, it seems that the edition of the Spanish brand is one of the most acclaimed among consumers, since a TikTok user shared how in a store the clients supposedly fought over the clothes.
ZARA is part of the Inditex Group, a fashion retail company considered one of the largest in the world, which generated around 32.6 billion euros in sales in 2022, as reported by Statista.
The company of retail operates seven different brands: ZARA, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho and Zara Home. The largest of these brands is ZARA, which had a share of about 73 percent of the group’s total sales. Bershka was Inditex’s second largest brand, contributing seven percent of the group’s total sales.
ZARA is a fast fashion retailer that operates more than 2,500 points of sale around the world; with approximately 1,200 stores located in Europe. It also has a wide range of clothing for men and children. Between 2016 and 2022, Zara’s global brand value it rose from about $10 billion to $13 billion, although it peaked in 2019 at $18.4 billion.
ZARA x Barbie collection drives consumers crazy
The pink fever continues to surprise everyone a few days after the premiere of Barbie and, with this, marketing has taken the opportunity to launch all kinds of products inspired by the doll and Ken, who are played by Margot Robbie and Ryan Gosling.
Shortly after the release of the first trailer, products such as bags, clothes, makeup and even the skates that are inspired by the movie went on sale. live action. Even theaters released collectibles that both Cinépolis and Cinemex have prepared for Barbie fans.
This time, the collection proposed by ZARA has proven to be one of the favorites among fans of the iconic doll, as was demonstrated through a video shared on social networks where one of its branches completely packed with women can be seen.
The person who recorded it, apparently is part of the staff of the brand, as he commented that the first stock of clothes was finished in four minutes. “Then the war began with angry ladies and scalpers,” is heard in the clip. This happened in the Andares shopping center, in Zapopan, Jalisco.
The furor that Barbie has caused has reached Mexican gastronomy, since various ventures have created edible products, such as Kenelotes, the Barbie tortilla, Barbie shell, in fact, Cinépolis will have pink caramel popcorn for those who come to see the show. The proposals made by the couple to take their partners to see the most anticipated premiere of 2023 also went viral on social networks.
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