Fashion major Zara’s new marketing strategy; Sells clothes using video games

By Shilpa Annie Joseph, Desk Reporter
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ZARA
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After creating the world’s largest apparel empire, Spanish apparel retailer Zara is attempting to sell its dresses, jeans, and jackets through video games.

The Spanish company has teamed up with Facebook and Instagram to create “Pacific Game” to draw younger customers to its Pull & Bear brand, in response to the change from physical stores to online sales.

According to the company, building a partnership with younger consumers is more important than closing a direct sale. Last year, eCommerce accounted for a third of Zara’s owner Inditex’s sales, and a portion of the $3 billion set aside for new investments would go toward ensuring the digital boom doesn’t fizzle out.

There has been a slew of agreements in which apparel companies get to promote their products within video games. Now they’re taking it a step further by creating their own games to drive more traffic to websites, increase app downloads, and provide more interesting ways to share discount codes.

ZARA Video Game
Zara is developing “Pacific Game” in collaboration with Facebook to attract younger buyers to its Pull & Bear brand

Pull & Bear’s retro-style caper sees a shopper trip from California to Tokyo collecting clothes and avoiding obstacles along the way. Players control the character by turning their face. The game is accessed from Pull & Bear’s Instagram and Facebook accounts and website.

Last year, luxury brand Burberry Group Plc has released a surfing video game as part of its TB Summer Monogram campaign, which was fronted by Kendall Jenner.

“It’s about adding that extra piece of magic to a brand so that you’re memorable in the minds of your audience,” said Tim Cooper, director of brand game maker Peek & Poke which has produced games for JD Sports Fashion Plc and online clothing retailer Boohoo Group Plc.

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