Influencer Marketing: Zara x Grace
Influencer Marketing has increased in popularity in recent years. More and more brands are utilizing influencers as their main form of marketing, why is this? Influencers have created their own loyal consumer base. They have formed their own niche, and have built up credibility and a reputation. Their followers trust their opinion, and are more likely to purchase a product recommended by the influencer than a brand. The name influencer comes from the fact that they are able to influence the decisions of their followers. The use of influencers creates a sense of authenticity and is perceived better than traditional advertising. In turn, they create better engagement and better return on investment.
For this paper, we were given the task to choose a brand/product and select an ideal influencer for them. I have chosen the international retailer Zara and the influencer Grace Foley. Zara is listed at #41 on Forbes 2020 World’s most valuable brands list. Zara is known for its European style clothing that has great quality, reasonable prices, and trendy items. It is no surprise Zara became the largest fast fashion retailer, and still is one of the top today. Zara has a unique business strategy to adapt quickly to new trends and styles.
Grace Foley is an influencer from England. She grew in popularity from her Youtube channel with her best friend called Grace and Grace. Their channel now has 310k subscribers, and her personal Youtube channel has 173k subscribers. Her personal Instagram has 207k followers, and her Tiktok with Grace has 326.7k. Grace is known for her fashion sense and posh outfits. She shares shopping hauls with her latest fashion finds and how she styles these items. Her followers are constantly asking for her outfit details. Grace links her outfits for her followers to shop, and posts new finds and deals on her stories. Graces has a European “Old Money” style, which is why I think a partnership between her and Zara would be perfect. Not only is Zara known for its European style, but it is one of Grace’s favorite brands to shop at.
Since Grace already posts and shares her outfits from Zara, a partnership with her would be authentic and would align with her personal brand. Her followers already shop at Zara and expect her to post outfits from there. She has a loyal following who want her to influence their clothing purchases. A large percentage of her followers have been following her for years. They look up to Grace and look to her for advice and recommendations. Since Zara is on the more affordable side, her followers are more likely to purchase clothing items promoted by her. “22% of large purchase decisions by 18–34 year-olds are influenced by influencer endorsements” (Blitch, 2022). This number is continually increasing as the world of influencer marketing continues to evolve. Working with influencers is one of the best marketing strategies on social media. Promotions coming from influencers are perceived better and are seen as less salesy than traditional advertising.
Grace having a sponsorship with Zara would be perceived incredibly well. She has a high engagement rate that would be extremely beneficial for Zara. Not only do her Tiktok videos get hundreds of thousands to millions of views, but her Instagram posts receive upwards of 10,000 likes. This type of organic engagement would drive sales and have a high return on investment. Her brand strategically aligns with Zara’s brand, making this an ideal partnership. Zara collaborating with Grace Foley, would be mutually beneficial and would be highly successful.
References:
Blitch, K. (2022). Influencer Marketing & Message . Lecture.
FashionDiscounts. (2022, April 8). 20 astonishing Zara Statistics that show the brand’s value. FashionDiscounts. Retrieved November 14, 2022, from https://fashiondiscounts.uk/zara-statistics/
Forbes Magazine. (n.d.). Zara | Company Overview & News. Forbes. Retrieved November 14, 2022, from https://www.forbes.com/companies/zara/?sh=68a192497487
Geyser, W. (2022, July 27). What is an influencer? — social media influencers defined [updated 2022]. Influencer Marketing Hub. Retrieved November 14, 2022, from https://influencermarketinghub.com/what-is-an-influencer/
Hanbury, M. (n.d.). These are the tricks that Zara uses to figure out the styles you want before you even do. Business Insider. Retrieved November 14, 2022, from https://www.businessinsider.com/zara-design-process-beats-trends-2018-11
Hansen, S. (2012, November 9). How Zara grew into the world’s largest fashion retailer. The New York Times. Retrieved November 14, 2022, from https://www.nytimes.com/2012/11/11/magazine/how-zara-grew-into-the-worlds-largest-fashion-retailer.html
Newman, D. (2016, August 24). Love it or hate it: Influencer Marketing Works. Forbes. Retrieved November 14, 2022, from https://www.forbes.com/sites/danielnewman/2015/06/23/love-it-or-hate-it-influencer-marketing-works/?sh=602c1ea150b3
Pinkerton, L. A. (2022, March). The power of Influencer marketing. Retrieved November 14, 2022, from https://www.prsa.org/article/the-power-of-influencer-marketing
Swant, M. (2020). The 2020 world’s most valuable brands. Forbes. Retrieved November 14, 2022, from https://www.forbes.com/the-worlds-most-valuable-brands/#5171dd06119c