A Global Communication Plan for Inditex

Abstract

This thesis investigates Zara’s communication strategy in the Argentine market, building on the exploratory research conducted during the first semester of the year. That initial phase focused on mapping Zara’s publics, analysing their perceptions, and identifying key communication gaps, particularly in relation to the company´s positioning. The findings revealed significant opportunities for improvement, especially in terms of connecting with local publics through culturally relevant narratives and transparent practices. The current phase advances from diagnosis to proposal, developing strategies and actions aimed at strengthening Zara’s communication in Argentina with a special emphasis on sustainability. Although sustainability is increasingly central in global fashion discourses, it remains underdeveloped in Zara’s local communication efforts, limiting the company´s resonance in a market where awareness and demand for responsible practices are rising. At this stage of the thesis, based on an extensive analysis of the publics of government, media, community, internal, and suppliers in Argentina, we defined a problem statement within each one that we will work on this semester, addressing them with different objectives, strategies, tactics, etc.