In the digital age, marketing is undergoing a radical transformation. Brands are seeking innovative ways to connect with their audiences, and sustainability and authenticity have become the new cornerstones.
In one of our information pills (our PFinsight #11 – The Value of Used Goods), we discussed how 70% of consumers bought or sold second-hand products during 2023. Generation Z (76%) and Millennials (75%) are leading this trend, with clothing being the most popular category (40%), followed by books (36%), electronics (27%) and furniture (26%).
In this context, some brands are reinventing their marketing strategies to adapt to these new demands. Two cases that stand out and show how brands can innovate and thrive in this new environment are...
- La Tagliatella: Reinvention and Emotional Connection
La Tagliatella, the iconic Italian restaurant chain, has launched a campaign that not only revamps its image but also redefines its relationship with customers. Taking advantage of its rebranding and refurbishment process, and in collaboration with Wallapop, the brand sold the old decorative elements from its restaurants for just £1.
This strategy achieved several objectives:
- It generated excitement and publicity, both for the brand and its new image.
- It allowed customers to take home a piece of their memories associated with the brand.
- It reinforced La Tagliatella's image as a sustainable and socially conscious brand.
- It created an interactive experience with a significant impact on social media.
The success of this campaign was reflected in the rapid sale of the items listed on Wallapop, demonstrating the power of combining brand renewal with sustainable practices.
- Zara Pre-Owned: Circular Fashion and Sustainability
Zara also took a step in this direction toward sustainability some time ago with its Zara Pre-Owned platform, integrated within the Zara app itself (a separate space, but still within the brand’s trusted environment). This initiative allows customers to buy and sell used Zara clothing, as well as repair and donate garments.
The Zara Pre-Owned platform offers:
- A marketplace for peer-to-peer buying and selling.
- Repair services to extend the life of garments.
- Donation options for used clothing.
This strategy not only promotes the circular economy in fashion, but also reinforces Zara's commitment to sustainability, responding to the demands of conscious consumers and allowing loyal customers to access everything they need from within their usual shopping app.
These initiatives demonstrate how brands can adapt to new market trends:
- Sustainability as a Core Value: Both brands have integrated sustainable practices into their marketing strategies, responding to growing environmental concerns among consumers.
- Emotional Connection: La Tagliatella strengthened the emotional bond with its customers by allowing them to purchase pieces of its history.
- Digital Innovation: Both La Tagliatella and Zara have leveraged digital platforms to implement their strategies, aligning with modern consumer habits.
- Collaborative Marketing: La Tagliatella's partnership with Wallapop is an example of how brands can benefit from strategic collaborations.
- Circular Economy: Both brands directly promote the reuse and recycling of their products.
In summary, success in modern marketing lies in brands' ability to innovate, adapt to new trends and connect emotionally with consumers, all while promoting sustainable practices. Companies that manage to balance these elements will be best positioned to thrive in an increasingly conscious and demanding market.
Paula Pascual
Research Manager
