Internet fashion sales have grown exponentially in recent years.
Zara is one of the best positioned companies worldwide in the fashion and accessories sector.
Brands have a good opportunity to improve the customer experience if they close a branch with a flourish.
clients of Zara found out about the closing of the branch in Mundo ANDafter they read an aggressive message from a store, which missed their opportunity to increase their income.
The fashion industry manages to gain more and more strength around the world, where some brands have managed to position themselves better than others in different countries. According to the Statista ranking where it shows the world’s most valuable fashion and accessory brands in 2021, Nike is leading with 30,443 million dollars, Gucci is in second with 15,599 million, Louis Vuitton in third with 14,858 million, Adidas in fourth with 14,342 million, Chanel in fifth with 13,240 million and Zara in sixth with 13,156 million , among other recognized brands with international presence.
These brands offer millions of consumers access to their physical stores, but with the arrival of the pandemic they achieved significant growth in the digital world with the help of e-commerce, where this is a good sales option to deliver their products directly to consumers. consumers’ homes, without having to pay for store personnel, rent of establishments, among other opportunities.
Digital Market Outlook data shows that during 2020 the revenue generated by the online fashion industry worldwide they represented 758.27 billion dollars, which are expected to reach 1,1996.78 billion dollars in 2025.
With this in mind, various store branches had to close their doors as a result of the pandemic (mainly due to the decrease in social mobility); however, consumers are gradually returning to normality and visiting their favorite stores in shopping mallswhere some of them are now absent.
Whether as a result of the pandemic or for strategic reasons, users on social networks have learned of the closure of the Zara branch located in Mundo Edue to an aggressive message that a store has decided to put on its window.
@detorrescThat’s right, Zara world E closed, don’t ask me anymore hahaha♬ Risata – Gianluca Marino
“Yeah I know Zara closed“, was the message with which a store informed former customers of the brand in World E that it was no longer open. Due to the naturalness of the message, it can be understood that various customers entered the store looking for Zara, so her employees, fed up with seeing these asking about her, decided to integrate this message to prevent them from entering her store; however, they would be missing out on some potential customers who were looking to splurge and buy some clothes, which is a bad strategy on the part of the shoe store.
Likewise, other store customers seem to have been unaware of this closure, showing considerable weakness that the store could have also taken advantage of.
I didn’t expect that Zara closure either 🥲
Yes, from Bershka I already saw that closure live, I doubt Pull will do it but we’ll see.
— Bayek de Siwa (@vicastega) March 29, 2022
Closing a branch (for whatever reason) can imply a loss of potential clients due to its disappearance, without them even knowing about it; however, brands can provide a good farewell experience, thus increasing the engagement between consumer/brand and sales even though it is about to close, if they choose to do it correctly.
On this occasion, the clients of Zara in World E they seem to have found out more about the “scaring message” and other users than about the brand itself, a fact that could have been avoided if they had closed with a “golden clasp”.
Others brands have used their store closures to their advantage to continue providing excellent customer service and strengthen their loyalty (in other branches), as Starbucks demonstrated with its initiative that, a few days after closing, they chose to continue working on brand loyalty and give away their products to customers who visited the store.
Providing a good experience to customers until the last moment is of vital importance to increase the loyalty of these towards a brand.
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