BRAND PYRAMID
Zara has moderate to high brand awareness in the Singapore market despite its low advertising policy. This is probably due to its long presence in the retail scene and the choice of strategic store locations in areas with high human traffic.
Zara’s brand name and eye-catching window displays are the key factors in building awareness in consumers’ minds. Both recall and recognition measures are high which goes to shows that Zara has high salience in customers’ minds.
In terms of depth of awareness, Zara performs well as it is the top of mind recall when respondents were asked to name fashion retail outlets. However, competitors’ brands, such as Mango and H&M, were also named, indicating the close associations between these brands in customers’ minds.
In terms of breadth of awareness, Zara has high category membership in sophisticated and trendy wear. If one were to list brands of affordable svelte luxury in Singapore, Zara would definitely be one of the top few brands listed. Although it has a casual and basic fashion line, named TRF, it is not pervasive in customers’ minds.
Salience
Indicator of Brand Awareness
Reliability & Durability - Zara prides itself on its quality, stemming from deliberate decision to avoid mass production.
Style & Design – Zara offers customers the latest and most fashionable products as their sales clerks and designers are tasked to be attentive to market trends. As such, Zara churns out these market-driven styles that greatly appeal to its target market. Its fast-fashion concept keeps consumers coming back for new stylish and fashionable designs in order to remain fashion-forward.
Service Effectiveness - Zara does not focus its resources on in-store services. However, it does have a well-received exchange policy where customers are able to get back full refunds for purchased products that they deem unsatisfactory, in accordance to Zara’s Refund Policy.
Price – In Singapore, Zara is known for its mid-ranged priced products. It is able to achieve ‘High fashion at a Low cost’ through its minimal advertising expenditure, which translates to cost savings for its customers. Thus, value-seeking customers can obtain the latest season clothes at affordable prices.
Performance
Meeting of Customers' Functional Needs
Imagery
Meeting of customers' psychological and social needs
User Profile – A typical Zara customer is one who is young, fashion-conscious and value-seeking. He or she is keenly attuned to fashion trends and seeks for high fashion with a reasonable price tag. They also portray a sense of sophistication, confidence and impressiveness.
Purchase situations – In Singapore, shopping is a national pastime, for men and women alike. Shopping for apparels occur seven days a week, at every given opportunity, however it peaks on weekends when people have relatively more spare time.
Personality and values – Values associated with Zara include ‘modern’, ‘trendy’, ‘high fashion’ and ‘sharp’. Zara exudes a refined and stylish personality that appeals to its assertive and confident target audience.
