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Zara is one of the most valuable brands in apparel, ranking alongside Nike, Adidas, Gucci and Vuitton among the most valuable brands.
The creative impact of an advertising campaign for clothing and shoes has reached nearly three billion impressions in the digital medium in Mexico, according to comScore.
A projection that Statista made exclusively to its users estimated the value of the global apparel market at 1,710 trillion dollars by 2022.
There are apparel premieres and one of these is the latest campaign for Zarawhich is a short without waste, replicating the strategy with long-term commercial stories that the brand is betting on, since it launched “O Night Divine”piece directed by Luca Guadagnino. After the pitch, there is a duo creative what was made of the campaign.
Since then, Zara’s creative commitment has been in creative communication and developing increasingly valuable tasks, especially when we see that the impact of clothing and footwear advertising, at least in Mexico, is effective.
According to an estimate by comScore, the effectiveness of digital advertising in these two fashion categories reached 2.99 billion impacts in 2021, while in 2020, the year of the contingency, this figure was 5.24 billion impressions.
The reach that fashion advertising has had has had a key factor in communication and it is the digital element, that is why many brands touch base on social networks, making digital advertising their best communication ally, even many native network brands have found in Social Commerce its best ally.
apparel and advertising
When it comes to seeing the impact of clothing in advertising, Nikethe most valuable apparel brand, according to a projection of Brand Financewhere it reached 33 thousand 176 million dollarswe cannot fail to mention the piece starring Colin Kapernickwhere we saw the huge image with the footballer’s face and a devastating copy, where he warns that you have to believe in something, even when it means sacrificing everything.
Cases like this warn of the potential that advertising has and as long as these campaigns exist, the value of idea management will always be high, as Zara has done, now that after a pitch it delivered its last short film/advertising campaign to rubber banda couple of directors (Jason Filmore Sondock Y simon davis), who already have experience in advertising for retail with brands such as Reebok, Moncler, Nowness Y calvin klein.
The delivery they gave is a three-minute short and in this one is seen in a common place for clothes, Zara garments worn by the actors in the story. The ordinary aspect of this advertising campaign confirms the role that creatives play today and establishes a very important point of work and that is the power to innovate in the way that brands are thinking about their relationship with the consumer.
Under this approach we learn of a crucial element and it is the proven capacity of digital content. In a study that Smart Insights led internationally, he realized that the most effective technique in digital marketing was the content marketingvoted for 17 percent of the marketers interviewed, followed by the big datachosen by the 15 percent of those interviewed.
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