Editor’s note: This article was first published in February 2011; it is a news item whose Zara People campaign, €300 reward, no-advertising policy and roughly nine million Facebook followers (a figure the author gives from memory) all reflect that time.
The Inditex group has launched a new initiative: a new website, Zara People, where anyone who wants to can sign up and send in photos of themselves wearing Zara clothes. Zara will then make a selection and publish the chosen photos. Each selected photo will be rewarded with €300.
The initiative will run internationally and is expected to boost sales for the chain, which we can already call the world’s number one in fashion, even though it still does without advertising.
That said, Zara is also the brand that has made the best use of social media: on Facebook it’s currently the fashion brand with the most followers. If I remember correctly, it was already close to nine million.
See also: Inditex pulls T-shirts featuring bloggers’ photos from its stores
Featured image: KensmRPM 22300, CC BY-SA 4.0, via Wikimedia Commons.
