Tendencia al escándalo como estrategia de marketing en moda textil: el caso Zara

Abstract

the last decade, various unorthodox tactics have gained prominence, notably the use of scandal. This article seeks to demonstrate the existence of a tendency to scandal as a marketing strategy developedby the Zara brand during the decade from 2014 to 2023; and demonstrate that it is correlated with increased sales. Using a mixed methodology, a case study is carried out based on content analysis by designing a database on ten Zara launches, at the rate of one product per year in the last decade. These launches stood out for their countercultural advertising aimed at certain consumer segments. Furthermore,the multivariate correlation between sales and scandal factors was calculated. The results showthe trend towards the brand’s annual scandal through tables and data triangulation, supported by graphs that represent the level of annual sales, the volume of followers on social networks, news of scandals and geographical distribution. The study concludes that the Zara brand used controlled scandal as a marketing strategy in the last decade. This tactic is characteristic of the network society, which bases itsdecisions on recommendations or events rather than on traditional advertising, thus achieving a higheffectiveness ratio.