Zara’s Misstep In Correlating Ad Copy And Image

Within hours and sometimes within mere minutes, today’s companies are likely to receive an online reaction to their newly launched advertising campaigns.

Given the instantaneous nature of the internet, some brands play off that and strategically play up more controversial ads. While putting forward a catchy or thought-provoking ad is well welcomed, those that are seemingly false tend to not sit well with today’s audiences. At the drop of a hat, people all over social media will shut down these types of ads by calling out companies.

The latest company to fall into this advertising snafu is clothing retailer Zara. In its latest ad campaign for its Body Curve Jeans, the retailer juxtaposes two slender models with the web copy “Love Your Curves.”

Whether or not Zara meant for the copy to refer to the name of the jean line or not, the image of two smaller framed girls’ backsides that accompanies it seemed to not go well together. Many people online seemed annoyed or peeved that the retailer would release this copy without fully understanding the implication.

This brings into question whether the company approved the image and copy separately or together. It also highlights the importance of what to consider prior to publishing a new ad campaign online.

While people are still likely to respond to their own representation of intriguing copy, companies must think ahead to whether their target audience as well as those outside of that range will both understand and accept the copy. If this is not high on a retailer’s list of priorities in ad campaign development, there’s a chance they’ll lose some of their intended and future potential customers.

Did Zara accomplish what it intended to do with this advertisement?

Yes and no. While it got everyone talking, the conversational tone seems to be one of criticism and not praise.



The PYMNTS Cross-Border Merchant Friction Index analyzes the key friction points experienced by consumers browsing, shopping and paying for purchases on international eCommerce sites. PYMNTS examined the checkout processes of 266 B2B and B2C eCommerce sites across 12 industries and operating from locations across Europe and the United States to provide a comprehensive overview of their checkout offerings.

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