The Internet is an essential and dynamic platform for the present and future fashion ecommerce sector, with an increasing number of internet users in the UK the figure of 28 percent of online purchases being clothing is anticipated to increase continually (Siddiqui et. al, 2003). Looking at a case study of Zara to analyse how a digital platform using the internet and social media can be optimised, the ‘clicks and mortar’ business strategy that parent company Inditex implements has soared net sales to increase 12% year on year (Contact Pigeon, 2019). This strategy works alongside the omnichannel marketing approach to permanently link the consumer to Zara from any device or location to create a consistent shopping experience (Gonzalez-Padilla and Zori, 2021). This is evident in the connection of all social media channels to the Zara website, with links in the Instagram biography to the ‘new in’ collection there is no escapism from the future of fashion (Jung et. al, 2021). Further research from Gonzalez-Padilla and Zori (2021) explicitly shows that Zara’s latest digital integration to connect the shops, head office and distribution centres together has increased consumer retention online as well as upgraded visual techniques.
Zara’s website slightly integrates the F-shaped pattern theory discovered by Pernice (2017) although most of the information is segregated to the left-hand side making it less accessible for consumers. The display exerts chunking of text through the middle section which improves engagement but as the site is optimised for a mobile device, the user experience on a desktop lacks quality, usability, and flow. Zara’s editorials take on advertising can become inconsistent, with a range of still and moving imagery of various collections, navigation around the site turns into a task.
Reference List
Contact Pigeon. (2019) Reach Your Across All Marketing Channels. Available at: https://www.contactpigeon.com(Accessed: 12 April 2022).
González-Padilla, P. and Zori, C.G., 2021. Big Data Optimization in Zara: How Zara Will Optimize Its Process with Big Data Due to the COVID-19 Situation. In Advanced Digital Marketing Strategies in a Data-Driven Era (pp. 145-157). IGI Global. (Accessed: 12 April 2022).
Jung, J., Yu, J., Seo, Y. and Ko, E., 2021. Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows. Journal of Business Research, 130, pp.517-524. (Accessed: 12 April 2022). Pernice, K. (2017) F-Shaped Pattern of Reading on the Web: Misunderstood, But still relevant (Even on Mobile). Available at: https://www.nngroup.com(Accessed: 12 April 2022).
Siddiqui, N., O’Malley, A., McColl, J.C. and Birtwistle, G., 2003. Retailer and consumer perceptions of online fashion retailers: Web site design issues. Journal of Fashion Marketing and Management: An International Journal. (Accessed: 12 April 2022).