METHODOLOGY
Aims of the Study
i) Small sample size
We only managed to interview 7 people for this exploratory study due to manpower and time constraints. Thus, more extensive research is required to draw more concrete conclusions. In particular, having only 2 male participants was insufficient for us to get a better idea of the male population.
ii) Prior knowledge of participants
As we wanted to capture Zara users, we tapped into our personal networks to gather participants. As a result, we might have subconsciously factored in our prior knowledge and judgments about them. To tackle this, we cross-analyzed each other’s participants to get a more objective perception about the users.
iii) Short data collection period
Due to time constraints, we had a relatively short period of data collection. Hence, our analysis was based on the 7-day recounts and observations. With the short amount of time, we could only catch a snapshot of the participants’ lives. Hence, we recommend that longitudinal studies be carried out to track changes over time.
In this exploratory study, we seek to uncover the values, lifestyles and the role that Zara plays in participants’ lives. The participants were observed in their natural setting so that subtleties will not be neglected.
In addition to the 7-Day diary and observation, we incorporated more elements, such as Outfit of the Day (OOTD), Question of the Day (QOTD) and the Zara Experience, to find out the users’ relations to the brand category. Furthermore, it will provide a more holistic analysis of the individual and the group.
Additionally, we formulated the Relationship Hexagon and 3 Tiers of Loyalty Pyramid, to provide a visual reference as an aid to our analysis.
Ultimately, this study aims to analyze the brand relationship the selected participants have with Zara.
We sought the permission of 7 participants and they were all agreeable in contributing to the research. All of them knew about the product category we were interested in, but we did not reveal the brand to make this study more objective.
They were selected as they had prior experience with Zara, in terms of past purchases, current usages or disposal.
Execution
This study can be split into 5 major sections:
A. User Profile
- Zara Experience
- Relationship Hexagon
B. 7-Day Diary
- OOTD
- Damage of the day
C. Observation & In-depth interview
D. Individual Analysis
- Fournier’s 14 Brand Relationships
E. Overall Analysis
- QOTD
- 3 Tiers of Loyalty Pyramid
A. User Profile
For this section, we gave a general overview of each participant’s background. To have a basic understanding of our participants, we got them to provide both demographic and psychographic information about themselves. This portion also includes their favorite fashion brands as well as their personal style.
i) Zara Experience
From Assignment 1, we uncovered Zara’s imagery and performance, based on the CBBE Pyramid. Hence, we wanted to delve deeper into these aspects, in terms of users’ judgments, feelings and resonance. To do so, our participants were queried on their impression and interaction with Zara, since they have purchased from or wore Zara products before.
Users with a strong brand relationship with Zara may allow us to identify Zara’s key strengths that should be maintained and possibly reinforced. On the other hand, users with a weaker brand relationship with Zara would give us insights on areas that Zara can work on to increase customer loyalty and enhance their position in the Singapore market and in the minds of consumers.
ii) Relationship Hexagon
To formulate this Relationship Hexagon, we used the multifaceted concept of Brand Relationship Quality, which includes the 6 main dimensions of relationship strengths namely, Interdependence, Self-concept Connection, Commitment, Love/ Passion, Intimacy and Partner Quality. This Relationship Hexagon is a pictorial display of various dimensions of brand relationship. With this visual aid, it is easier for us to identify which aspects are low and high and spot the similarities between different users. The identification of the brand relationships has also aided in the formulation of the 3 Tiers of Loyalty. (Look under ‘Overall Analysis’ section)
B. 7-Day Diary
Our participants were given a diary to document their Outfit of The Day (OOTD), Events of The Day (EOTD) and answer a Question of The Day (QOTD). The purpose of the 7-day diary was to gain a better understanding of their lifestyles and values. After which, this data could shed light as to whether the users’ values are aligned with Zara’s. We included OOTD and its justifications to find out the users’ relationship to the product category. It also gives insights to one’s personal style and their motivation behind brands and outfit choices. Our 7-day diary also included damage of the day to find out more about our participants’ typical spending habit and possibly their purchasing power.
C. Observation & Interview
The participants involved in this study were Zara users, however, they varied in their frequency and amount of purchase. Hence, the observation could shed light on their perceptions towards Zara and fashion. The observation was conducted in their natural environment so that the subtleties will not be erased.
To delve deeper, we conducted an in-depth interview after the observation. We utilized laddering techniques to uncover their motivation for purchase and values they hold. This exercise can help us differentiate between their behavior and attitudes.
D. Individual Analysis
To facilitate comprehension, we categorized our individual analysis into 4 parts, namely personality traits, dressing and shopping style, daily activities and brand relationship. This helps us break down our analysis as we could focus on various aspects when analyzing our participants. Also, we took reference from Susan Fournier’s 14 Brand Relationship classification to identify the types of relationships our participants had with Zara.
E. Overall Analysis
Bedsides analyzing individual users, we wanted to draw similarities and differences among participants. Upon close analysis, we could formulate a pyramid based on loyalty. The 3-Tiers of Loyalty Pyramid helps to rank users, in terms of their loyalty towards Zara. Additionally, we incorporated Question of the Day (QOTD) to find out participants’ sentiments towards the product category.
Organization of Study
Limitations
