Zara Experience

The current store design is cold and even though the brand uses storefront as a communication channel, it is not the case in Singapore. Storefronts are relatively empty with little or no attractive elements. Moreover, Zara is overpowered by the aggressive advertising by other brands such as H&M which has a huge LCD on their building to showcase their products and style. In addition, the interior of Zara stores locally do not reflect its designer image, unlike those in Spain. Many consumers hence associate Zara to be similar to other clothing brands and do not see Zara as a designer clothing brand.

In addition, the perception of service provided in Zara currently varies. Some consumers feel that the service staffs are cold and unapproachable whereas some feel that they are knowledgeable when questions are asked. However, now that in-store service could be a differentiating factor for businesses, especially for retail, it is important that Zara brush up on this department. Providing an exceptional shopping experience would value add to the brand image and judgements.

Store Experience

LED Screen | We suggest that an interactive LED screen to be installed on the window display to showcase their campaign videos, which are very good tools to display imagery associations. In addition, this would save cost and time as they do not have to decorate the store front manually. Moving images on LED screen would be a drawing factor which will catch shoppers’ attention.
Elevated Runway | To increase associations with designer clothing and its runway fashion style, an elevated runway could be installed in the store to increase the grandness of its products. Mannequins with clothes from the latest season will be placed on the runway to represent models strutting in high-quality fashion clothes.
Dressing Room | To make the shopping experience exceptional, we intend to revamp the dressing room area to mimic the format of a backstage with dressing rooms and a mini runway. We will create these changes through the use of full-length mirror in a spacious area with spotlight lighting, carpeted ground and comfortable sofas.

People Experience

To ensure our service can match up the high end feeling we provide to our consumers, we would retrain our staff to deliver greater value by providing friendly interaction. We will also provide a special service in the form of a personal stylist so that customers can experience guest treatment. Customers can book an appointment, stating their preferred style, if any, and allow our stylist to pick the appropriate designs for them when they visit. This would be highly appreciated by individuals who have minimal time to shop yet wish to explore the latest trendy clothes.

Issues Resolved

By revamping our storefront, we would better make use of this channel to communicate important messages and form imageries in our consumers’ mind. The LED screen will display campaigns that changes very quickly, allowing consumers to feel the freshness and associate Zara with high velocity fashion. By emphasizing our quality, style and environmentally friendly initiatives through the LED screen, we hope consumers can understand the brand better and form positive judgment of Zara’s products.

With the new store layout and dressing room, we hope to provide our customers an imagination of themselves as models putting on designer clothes and afterwards, strutting on the runway as the latest fashion icon. This is a creative idea and it would allow our consumers to admire themselves in Zara clothes. Our luxurious dressing rooms, will aim to reinforce Zara’s proposition as “affordable luxury”, by making our customers feel the luxury in dressing Zara apparels and pleasantly surprise them with our non-luxurious prices.

Having store staff to be more conversational with our consumers will yet, improve consumers’ perception about the brand as they act as brand ambassadors. The pro-activeness of staff also seeks to create positive feelings during the customers’ time shopping at the store. With the additional service of personal stylist, it would improve performance through service empathy and providing suitable recommendations which will save our customers time. As Zara’s target consumers, which are the fashion chasers, usually follow styles on fashion magazines and the runway, they are dubbed with the inability to chase such fashion as they are indeed pricey. With the personal stylists, they will be able to access similar designs that can help them achieve such style at relatively affordable prices from Zara.

Through improving the store design and customer service standards, Zara wish to deliver greater value and satisfaction to consumers, making Zara’s prices more justifiable and value-for-money.

It's Within Your Reach

The suggestions have been formed around the brand cause. The new store design and dressing room will convey that designer clothes that models flaunt on the runway is accessible and attainable through Zara. We emphasize that anyone can also be fashion icons and models if they would like to be, when they shop in Zara store. We provide them with the experience that they can be stylish and trendy individuals through our personal shopper who can help them achieve the runway style. The stage is theirs, when they are in Zara store.