BRAND IDENTITY
Zara is the world’s largest fashion retailer in the world today because of its widely known process innovation. Fast fashion, creativity, flexibility, quality design and rapid turnaround are all part of its approach to expand internationally at such a fast pace.
Zara stores are usually situated at upscale locations in the world’s largest cities. Its strategy is to get as close as possible to luxury brands but at the same time maintain its mid-range affordable prices. Although the apparel may be relatively less expensive compared to designer goods, Zara has never forsaken the quality and comfort of its completed products.
On top of its operations excellence and good quality designs, Zara’s approach to design is also closely linked to their customers. Its customers, who help to give shape to the ideas and ever-changing demands emerging in the fashion industry, direct Zara’s strategic fast fashion. The relationship with its customers is an important channel of information that reflects shoppers’ reactions, desires and demands – its secret to success lies in feedback given from a wide range of people from different cultures and generations.
Physique Basis of the brand | High reactiveness and flexibility, market-oriented
Relationship Handshake between customer and company | Trusted quality, fair exchange of value
Reflection Customer’s perception of what brand means | Style, individualism, assurance
Self-Image What consumer thinks of herself | Confident, trendy, unique
Culture Country-of-origin, values it stands for | European, international, good relationship with customers
Personality What is Zara when it becomes a person | Aggressive yet calm, mature, confident, beautiful, well-kempt, modest, unpretentious, low profile
