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Zara is today one of the leading brands in the apparel market and paper bags gave the brand its identity worldwide.
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Zara’s bet with its new store places the brand at the level of other commercial proposals such as Amazon Style.
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The technological concept that Zara worked on with its new store establishes a new commercial concept for the consumer.
Zara opened its largest store in the world and Merca2.0 was present at the opening ceremony, witnessing all kinds of events, such as the fact that the new store has got rid of the grumpy employees and now you can charge for your purchases and remove the alarm sensors on your clothes yourself. They also returned their famous bags of paper.
During the opening of the store, Zara revived its oldest complement with which it had been delivering purchases to its consumers, only the white design and a new message that reads: Spain Squaremakes it its oldest and most effective branding and promotion strategy.
As it was the opening of its largest store in the world, the message of the bags quotes: “Zara Spain Square” and it is simply genius, since it has become a simple but effective measure to reaffirm in the consumer’s mind that their new store, with four levels, has opened.
This leads us to think of a controversial promotion strategy that occurred in Mexico, when McDonald’s reopened its popular Polanco restaurant and the place came with all the technology, such as a digitized Drive-Thru area and huge screens to place orders without the need to be attended by store personnel.
The controversy that arose on that occasion is that the brand decided to paint on the sidewalks of that exclusive neighborhood where the neighbors were invited to come to the place.
shopping bags
The controversy surrounding the material in which the bags in which the purchases are delivered are made, unleashed, at least in Mexico, an intense debate since it was legislated and prohibited the delivery of purchases in stores inside plastic bags.
With this in mind, it is important to compare the case of Zara’s new paper bags with what has happened in other segments such as retail with fried lay in charge of this new experiment.
The brand will debut this month a new line of sustainable packaging, which promises to contain products such as Sabritas, Doritos and Cheetos in a material that is made from 85 percent renewable plant-based raw materials.
“This is about the carbon assessment of the source material. Polylactic acid or PLA, which is the core that these bags are primarily made from, which is derived from corn or sugar cane.”
“So when you look at the carbon impact of corn and sugarcane feedstock production, and then how much energy it takes to make the resin, that’s how we assess the difference in greenhouse gas emissions.” explained David Allen, Vice President of Sustainability for PepsiCo Foods North America, in an interview reported by Packing Digest.
The arrival on the market of a new line of wrappers at Sabritas, with a 85 percent sustainable materials, while Zara continues with its paper bags, apparently made from recycled materials Until now, it is an interesting phenomenon in the packaging industry in which both complements demonstrate the demand and singularity with which packaging continues to impact the market, especially where the consumer has acquired a definite interest in products that respond to their demand for sustainability with the one that counts
