Inditex : Well-tailored menu text

A Spanish fashion group uses dropdown menus to concisely introduce the company and promote its messages.

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The feature

The seven primary menu dropdown panels on Inditex’s corporate website have short descriptions introducing the company. For example, under ‘About us’: ‘Inditex is one of the world’s largest fashion retailers with eight brands and more than 7,000 stores throughout the world’. Under ‘Careers’: ‘More than 150,000 professionals work for Inditex because we offer a challenging and diverse career…’

The descriptions are presented next to a conventional list of secondary options, and are repeated as introductions on the section landing pages.

The takeaway

It is not unusual to see descriptive text in dropdown panels, but Inditex’s menu descriptions are unusually concise and effective. They use a minimum of space to introduce the company to new visitors, probably assuming that the company’s many brands such as Zara and Massimo Dutti, are well known but the corporate name behind them is not.

They also put across messages the company wants to convey – we are responsible, a good employer, customer-centric, etc – but in a subtle way free of marketing speak.
First published 22 February, 2017
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