ZMET

Based on our quantitative and qualitative findings as well as feedback from the recent Brand Frenzy, the team has identified several gaps between Zara’s current brand image and the perception of this image by its consumers.

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Gaps that are present in our analysis include the following:

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Strategic Gaps:
• Weak CBBE Emotional Route – we have discovered that Zara is lacking in conveying its brand meaning to its consumers hence making it difficult for them to form a strong relationship with Zara.

• Poor Imagery Affecting Judgment – due to Zara’s adoption of minimal advertising, the brand relies on word-of-mouth to a big extent to grow its customer base. Hence, with negative reviews of the brand especially from the non-target customers segment, the judgment of the brand may be adversely affected. 

Tactical Gaps:
• Quality – some isolated cases of quality issues had led to infrequent users to have a negative judgment of Zara's quality. The issues of gap between promised quality and actual quality might jeopardize the perceptions of potential customers, especially since the brand relies on word-of-mouth marketing.
• Brand Communication – Zara is known for saving on its advertising costs and passing these savings to its consumers. However, in this section, we found out how the lack of marketing communications could be detrimental to the brand especially in the Singapore context and in the long run.
• Mission and Values – even though Zara has built its mission around the concept of corporate social responsibility, only a very small percentage of customers know about this ongoing practice.
• Customer Service – According to one of the Royal Sporting House staff, sales staff at Zara are highly trained on good customer service and product knowledge. However, from our surveys and focus groups, we have ascertained that this is not reflected to our customers.



Summary

Gap Analysis