Want to go viral? Inditex has the magic
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Want to go viral? Inditex has the magic

In the marketing, creative, and PR worlds, the term “viral” doesn’t refer to being laid up with the flu – it describes the impact created when a piece of content becomes suddenly popular on the internet and starts being shared organically. It’s a big deal in the business world: it’s exposure for nothing, and generally counts far more than advertising thanks to the “social proof” of being shared from one person to another, rather than thrust upon you by a company looking to capture your attention. That’s why it’s good news for Spanish fast-fashion kingpin Inditex that one of Zara’s smash hit summer dresses has become a viral sensation.

Inditex’s share price has increased by 23% so far this year

Inditex July 16

Source: Yahoo Finance

A $69.90 polka dot dress by Zara, Inditex’s flagship fashion brand and a standout of the high street, has taken the world by storm. The dress has had almost no official promotion by the chain – no email campaigns, no social media promotions – but despite that, it’s been a hit with people everywhere. So much so that someone has created an Instagram account dedicated to picture of it “in the wild”. Many of those pictures feature it being worn by multiple women at the same events!

How did Zara do it? Partly, there is always luck involved with going viral. But another part of the explanation has to be the business model of its parent company, Inditex. The company is renowned for its ability to monitor and adjust to real-time customer demands. There can’t be a much better example of that succeeding than this dress suddenly being loved by everyone – seemingly without any marketing.

With competitors in the wings, Inditex looks as though it’s got the fashion credentials to keep on dominating the high street this summer.

Disclosure

Dominion holds Inditex in its Global Trends Luxury Fund.


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