Abstract
The fashion industry is still on a downward trend this year, notably in France. Indeed, the first trimester of 2010 registered a decrease of 1.9 % in value compared to 2009 at the same period. Yet, since several seasons, the fashion industry has accelerated its collections' turnover, which was supposed to foster consumption.
The fashion market is very heterogeneous, so the development of new brands and new store openings imply a necessary differentiation. The range/price policy represents a determinant choice which can lead to restructuring of these strategies. Moreover, the clothes' enhancement cannot be ignored. The fashion market does not offer "classical" products, for example, there is virtually an absence of packaging. However, the products will be considered as consumption goods in the following report, considering clients and consumers on the fashion market.
In this clutter, two Spanish brands have succeeded in making a mark on well-known territory: Zara as a paradise for consumers with tight budgets and Desigual with its unprecedented exuberant design. Both, Zara and Desigual, overcame the crisis better than the other distributors. So, what are their key success factors? What is the IMC of each brand on a global view?
First, we will analyze the communications and rhetoric tools used by the two brands. Then, we will study the communication strategy through advertising, in-store activation and product displays.
it is true while studying branding strategy and its advertising, we can isolate elements from both argumentation and demonstration processes, but the fashion industry is more specific and prone to use an argumentation strategy. Let us have a closer look at our two brands: Zara first, then Desigual and finally why not confront their strategy?
Zara has once been described by CNN as "a Spanish success story" or "possibly the most innovative and devastating retailer in the world" by Louis Vuitton's fashion director Daniel Piette. What raises such a fascination around the brand is especially its unusual way of persuasion through what we call "a zero advertising policy".
