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Zara is one of the most valuable brands in apparel, according to a projection by Brand Finance.
The advent calendar is a strategy used by brands to market products from their backlog inventory.
Commercial actions that take advantage of seasonality have become involved in habits that consumers have confessed in this market.
zara threw a Advent Calendar and the product adds to the seasonality of the December holidays that are celebrated in the last quarter of 2022.
The measure of the brand is a very important precedent with which a product is implemented that in fashion seems to be a strategy for mobilizing lagging products in inventory.
Inside of the study “Holiday Expectations Survey Research” The reasons why a consumer makes a purchase for Christmas have been revealed.
These actions remind us how important it has become for the consumer to define activities based on seasonality and Christmas is a good excuse for it, as one of the leading brands in apparel.
Zara’s calendar
Three thousand pesos is the cost of the advent calendar of zaraprice that in stores like the Apple Store is enough to buy a Homepod Mini of two thousand 500 pesos or 4 AirTags 750 pesos each.
With this comparison we have an example of the many things that can be bought with the cost of a Zara advent calendar, which in this year’s edition is described as an “exclusive box for beauty lovers that includes candles, lotions , gels and an unprecedented fragrance that will be the last product to open”.
Among the products it offers are scented candles, perfumes and creams.
Said product is added to a proposal that Chanel launched at the time, for which it was criticized, since the famous luxury brand had the idea at the time of operating the sale of a calendar of this type, at a price of more than 800 dollars (about 20 thousand pesos) which included even stickersfor which it ended up being widely criticized.
Despite criticism or the high cost of seasonal products, Christmas is a perfect excuse to motivate sales based on the seasonality of the messages and the promotion of products that follow this festive spirit.
A case that helps us to understand it perfectly occurs with Coca-Cola, after the brand established one of its best promotions in its history as a brand in the last quarter of the year, causing Santa Claus to stop being the maximum Christmas reference to your best brand ambassador.
This type of story where the success of brands in certain consumption opportunities is shown reveals the value that there is in consumption and most importantly, the ability of a brand to understand itself to the consumer.
With this in mind, crucial tasks have been defined in the market and based on this, measures have been established that manage to win over the consumer.