Transparency
Customers are becoming more aware of the importance of sustainability, identifying the materials used in its manufacturing process, this informing consumers on the quality of the garments. Zara should be open with consumers about their commitment to becoming sustainable, they are more likely to be engaged and stay loyal with Zara when committed to making changes. Zara should be transparent throughout the production process, this giving consumer an insight into the evolvement of the brands current changes. Brands need to make effort to gain trust from consumers to receive a positive influence from consumers and staying loyal to the brand.
Social Media
Social media is key for growing Zara’s online engagement, there is the opportunity to promote their efforts to be more sustainable. Brands need to attract young consumers driven by environmental standards and aware of the effects of fast fashion. Through social media brands can be creative and innovative to highlight an immersive experience for the consumer on Zara’s current attitudes towards sustainability. Promoting their efforts through promotional posts educating consumers through telling a story of production of the garments under the join life label.
Join Life label
RECOMMENDATIONS
The recommendations are based off the reports and research on future projections of current consumers habits and how Zara can implement these within their brand image.
Zara is making an effort to work towards a sustainable future for the brand, with the launch of the JOIN LIFE movement. This strengthening the brands sustainable commitment, giving Zara the chance to inform consumers of their transition to sustainable fashion. Further enabling the brand to showcase the process of the production, creating a unique experience for consumers to be enlightened on the overall changes Zara has been making to take a lead in sustainability within fast fashion. Through the Label Zara can increase the production of clothing under the collection, with an increased price due to the use of raw materials.
Technology
Technology will enable Zara to educate consumers on the production process of garments, through the innovation of the blockchain, which measures the environmental impact of each product sold. Enlightening the consumers on the quality of the clothing and drastic changes Zara is making to its production. The use of technology may influence consumers to reconsider their overall shopping habits therefore consuming less and shopping more sustainably.