In January 2019, Spanish fast fashion garments retailer Zara SA (Zara) owned by Industria de Diseño Textil, S.A. (Inditex) , unveiled a new design for its logo on its social media channels and through advertisements, along with its spring 2019 collection, in an attempt to digitally streamline its brand. Compared to the existing logo, the new logo had letters that were taller and kerned, overlapped each other, and had curves added to the letters Z and R (See Exhibit I). With this move, Zara was following in the footsteps of many other luxury brands that were remodelling their legacy logos to appeal to millennials. However, as soon as the new logo was out, social media users started criticizing it on their Twitter accounts, lambasting Zara’s choice...

Marketing Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies

PayPal (7 USD)

ABOUT ZARA-Next Page>>