Sex & Zara Sells
Rohit Sharma
Two major “fashion events” took place last week. First, the movie Sex & the City 2 (SATC) opened last week in US to a very excited audience and critics (who, based on the reviews, went to the theatres with a puke bucket, just in case). Second, globally popular Spanish clothing brand Zara opened its first store in a Saket mall to also very excited Delhi-ites who apparently have been waiting eagerly for the brand to arrive. What’s common between the two events is the massive publicity they received on social networking front, even if it was not very imminent. The SATC movie page developed on Facebook a whopping fanbase of almost 2 million users. The bustling and interactive group creates debates on scatty questions like ‘how will you be dressing up to watch the movie?’ or unabashedly promotes the non-fashion brand HP it tied up with.
Zara’s India experience was plain serendipity. First, no major fashion brand has opened in India recently. In fact, big brands are shying away from Indian market (Tag Huer closed its store in Emporio mall, D&G and Tiffany cancelled their forays). The curiosity levels of brand-thirsty-us, in due course, went high. Second, Zara, whose price range is quite equivalent to brands like Esprit and Mango, is confused for a luxury brand and the company dont clear the facts either. So when people come to the store, they are surprised by Zara’s affordability and eventually end up buying what they think is luxury. Third, Facebook and Twitter spread the word about Zara like fire. Zara India didn’t create any official group or fan page on any networking sites but got the free, word-of-mouth publicity from people who probably don’t even know about the origin of the brand but were strangely enthusiastic about its presence. Fourth, Zara is poised enough to not depend on advertisements or hire celebrity endorsers. The mystery around the brand is well churned out by the PR machinery, which also highlights its belief on its designers, creations and customers, even as it has been accused, over the years, by fashion designers of stealing ideas.
Using social media for brand promotion with a personal touch will go a long way not just to root a fashion brand in a new country or publicize a movie but also to combine the creators and prospective audience to determine what the next fashion trend or story line should be.
A confession- I will watch Carrie and the gang strut on the sands of Dubai, probably, wearing Zara.
