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Compare Zara/ Tommy Hilfilger Marketing

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How would you compare Zara's and Hilfiger's current marketing strategies?

What elements of the marketing mix are changed depending on the national market?

What are the benefits/downsides of their marketing strategies?

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Solution Summary

This solution compares Zara's and TOmmy Hilfiger's current marketing strategies and discusses what elements of the marketing mix are changed depending on the national market. APA references are included.

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How would you compare Zara's and Hilfiger's current marketing strategies?

Zara rarely advertises outside of their shop windows. An exception to this was when the company opened a new store in New York city and ran an advertisement featuring a single model in a fashionable outfit to direct shoppers to the new store. That said, Zara's windows, dictated from headquarters in Spain, are crafted to draw shoppers in, by featuring their clothing in a stylish manner. In contrast, Hilfiger's current market strategy appears to be to advertise in every major magazine, as well as newsprint, to showcase the wide range of the Hilfiger line. The Hilfiger company (owned by Phillips Van Heusen Corporation) is currently featuring a campaign with a host of models outfitted for camping in very classic American style, glossed over with sexy innuendos ...

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Sally Baldwin, Ed.D
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  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
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