Resumen

ALEGRIA-VARONA, Gonzalo Ricardo  y  BENITES-ALEJANDRIA, Carlos Enrique. Tendency to scandal as a marketing strategy in textile fashion: the Zara case. Universitas [online]. 2024, n.41, pp.101-125. ISSN 1390-8634.  https://doi.org/10.17163/uni.n41.2024.04.

Marketing strategies aim to increase consumption or brand visibility of a desired product or service. In 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 developed by 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 show the 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 its decisions on recommendations or events rather than on traditional advertising, thus achieving a high effectiveness ratio.

Palabras clave : Marketing; fashion; communication; advertising; consumption; clothing; digitization; countercultures.

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