Why promote the product when you can promote the business model?

Spanish apparel retailer Zara is changing their business model, incorporating more just-in-time merchandise in an effort to stave off the competition from discount retailers, says the Wall Street Journal. It’s a business story and a great one to tell. Zara admits to a previous failing and then promotes how they plan on improving. The story needs transparency from the company but in turn will spread Zara’s message: “Hey investors, we’re keeping up.” The corporate communications lesson here is to constantly monitor industry trends and try to publicize your brand as leading or innovating in that environment. Positioning Zara as a fashion leader = Good. Positioning Zara as a business operations leader = Stractical.

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