However, the extent and depth of the brand relationship differs among users. Upon analysis, we found that the 7 subjects could be segmented into 3 tiers of loyalty as seen below.
Based on the brand resonance of Zara to the 7 users, we classified them into respective relationship, taking reference from Susan Fournier’s 14 Brand Relationships. As we go up the tiers, their degree of loyalty, commitment and brand engagement increases, leading to greater brand resonance.
Brand loyalty can be classified into behavioral and attitudinal loyalty. It is observed that Tier 1 users are low on both aspects while Tier 3 users exhibit high attitudinal and behavioral loyalty. For the case of Tier 2 users, they exhibited high attitudinal loyalty yet low behavioral loyalty. Furthermore, the Net Promoter Scores (NPS) tallied with the various tiers, with Tier 1 awarding 6 & 7, Tier 2 awarding 7 & 8 and Tier 3 awarding 9 and 10.
In relation to Zara experiences, users from Tier 3 have expressed strong positive emotions, while users from Tier 2 perceive Zara to be satisficing but will not purchase Zara all the time due to price constraints.
1. Gender
After classifying the 7 users, we found that both our male users belong to the Tier 1 category. A possible explanation is that males typically do not harbor emotional attachments to brands. Two researches supports this explanation, namely Guest in 1964 and Sherrod in 1989, recognize that women tend to exhibit stronger interpersonal relationships and brand involvements.
However, this explanation may not suffice, as it could be a generalization. As such, another explanation could be that Zara’s marketing strategy is concentrated on women. As a result, males do not connect as well as women to Zara. Their word associations below support this explanation as well. Hence, it may be that gender has a role in perceptions towards Zara.
2. Imagery
To uncover users’ imagery of Zara, they were asked: If Zara were a person, how would you describe him/her?
Most of our users personify Zara as a woman, describing her as ‘confident’, ‘classy’ and ‘elegant’. Among the 3 tiers of users, Tier 3 provided the most vivid description of the lady. Users with greater brand resonance have a stronger and clearer imagery of the brand.
However, one possible drawback about overly specific imagery is that it limits Zara’s target market. Men could not strongly associate themselves with Zara, as compared to women. As mentioned above, Zara does not focus heavily on the male clothing line. There may be two explanations reinforcing this point. One explanation is due to the feminine mental image of Zara that is ingrained in consumer’s minds while another is due to the relative smaller male product range.
3. Purchasing power
After further analysis of our users, we found that an important factor that differentiates tier 2 and tier 3 users is purchasing power. Our team deduced that stability of cash flow and income are good predictors of our users’ purchasing power. Tier 2 users are either self-employed or working part-time therefore both occupations do not promise a stable cash flow and high monetary returns. In contrast, our tier 3 users are either relatively successful in their careers or have a strong financial background to support their lifestyles. Hence, purchasing power affects the frequency and amount of interaction a user has with Zara.
4. Aspirational brand
Utilizing the data we have collected, we found that consumers view Zara as an aspirational brand. This is evident in tier 2 users, where they desire to purchase Zara, but feel that it is over their budget. This can be interpreted as them wanting to have a piece of the brand but are constrained by price of the products. If given an opportunity to, be it lower prices or increased purchasing power, they will be more than willing to purchase Zara products. For our tier 3 consumers, the Zara image described was very similar to their own dressing and personality. These findings reinforces consumers’ perception that Zara is an aspirational brand.
OVERALL
ANALYSIS
Tier 3
High brand loyalty encompassing Best friendships and Committed partnerships
Tier 2
Medium brand loyalty encompassing the Compartmentalized friendships
Tier 1
Low brand loyalty encompassing the Flings and Casual friendships
Question of the Day & Analysis
1. How often do you find the need to buy a new set of clothes?
Steph: I used to buy a new outfit for each time I had a date planned with someone, but nowadays I feel less of an urge to buy on impulse. But I still get tempted to buy something each time I am out and step into a store. I would say I usually do but at least one new item per week.
James: Seasons come and go, and I feel the need to shop whenever the season changes. Despite not experiencing the four seasons in Singapore, I still feel the need to shop for new clothes as the shelves in male boutiques changes according to the season.
Ying Kai: Every month.
Patricia: I have tonnes of clothes. Hence, buying a new set of clothes is definitely a want, not a need. Haha.
May Wong: Monthly or bi-monthly. I find that there’s a need to keep up with the latest fashion trends and I would also like some variation in the clothes I wear to work.
Ben Wu: Most of the time, every 3 months. I used to buy new outfits during Chinese New Year and also when I need to get new kinds of clothes for a date.
Vanessa: I don’t usually shop a lot unless there is a need to. I would buy clothes for events and special occasions and I tend to splurge when I do.
2. How do you feel about spotting someone else in the same outfit?
Steph: My first reaction would be to check out her outfit and compare how she wore the outfit compared to myself. If she looks better, then I would take note of what she wore differently and try it the next time I put on that outfit.
James: Two reactions:
1 - I would say – Don’t think that outfit suits the person. I think it looks way better on me.
2 - I will go up to the person and tell him that he has a great sense of style and taste while offering him a fist bump.
Ying Kai: I am cool about that.
Patricia: It happened once during my graduation dinner. One of my coursemates wore the same dress and we tried not to bump into each other the whole evening. Thank goodness she sat on the other side of the ballroom.
May Wong: I will definitely feel awkward and probably find ways to avoid the person from seeing me. I have this mindset that I could be judged and be compared with if the person has the same outfit as me. I don’t really like the idea of that.
Ben Wu: When that happens I usually try to avoid the person and not walk around the same area as him. It is quite awkward and embarrassing.
Vanessa: if they look better in it than me, I get annoyed, otherwise it's fine.
Analysis: Overall, majority of males and females users are quite trend conscious as they would buy new clothes to keep up with the latest fashion. Most of them would buy new clothes for a special occasion too. However, the females appear to buy clothes more frequently. This could be due to the fashion trends changing more quickly for female than male clothing.
Analysis: While one user is indifferent about being caught in such a situation, most of our users prefer not to be caught wearing the same outfit as someone else. Some cited feeling awkward and embarrassed as the main reason, while others are afraid that the other party pulls off the outfit better than they do. Either way, we are able to infer that our users value clothes that makes them feel the sense of exclusivity and uniqueness.
3.Tell me something interesting that happened today.
Steph: It was my best friend's birthday today so it was definitely a special day because I've known her for half my life now and I'm glad we still meet regularly and spend special days like that together.
James: I lost my pair of underwear while transferring my outfit from my car to my friend’s house. And I couldn’t find it the WHOLE DAY! The case of the missing red underwear - mystery still unsolved!
Ying Kai: I played Foosball during lunch for the first time in 5 years.
Patricia: We bumped into our ex-classmates while having dinner and we discussed about how expensive it is to bring up a kid.
May Wong: Fann Wong liked my photo (of herself and my family) on Instagram today!!!!
Ben Wu: I came back to work in the office after clearing 2 days of leave and yet today I find myself very free. Nobody in my team is in the office to supervise my work, so I surfed the web and looked for things to buy online.
Vanessa: I had dance practice today at work for a party/ show next week.
Analysis: 4 out of our 6 users mentioned a sporadic event that occurred as the highlight of their day. For instance, coincidentally bumping into an old friend, playing a game for the first time in 5 years, and having a celebrity like her photo on Instagram are all events that do not commonly happen to our users. It would seem that the majority find an unanticipated event that breaks the routine in their lives as refreshing and delightful. With reference to our first question on the frequency of purchase of clothes, we might infer that another reason for customer’s pursuit of keeping to the latest trends is due to their desire for change and something refreshing in their lives.
Analysis: Generally, most of the users see some value in the social causes that a company supports. However, our users generally agree that their basic expectations, such as product functionality and quality, have to be met before a social cause gives an added incentive for them to buy. This extra value that a social cause provides is likely due to the enhanced social and emotional value given to the product, increasing customer satisfaction. One of the users noted that it is important for firms to be transparent on how they implement their causes, so that she can trust the cause she is supporting. As Zara advocates environmental friendliness, it could explore the possibility of communicating its social cause to its customers to enhance its brand equity.
Steph: If I have a genuine need for the product but am still unsure if I should get it or not, then an added bonus of helping a cause would surely push me towards buying the product. But I would be more inclined to buy the product if it was a celebrity I liked that endorsed the product as opposed to, say, a charitable cause.
James: Definitely, especially if it's for a social cost. In fact, I am more inclined to purchase soap products from The Body Shop as they are environmentally friendly and advocators against animal testing.
Ying Kai: No.
Patricia: Yes I will be more inclined to buy the product only if it’s a regular item that I will use and the price is reasonable.
May Wong: I don’t think so, I think that the design, quality and functional need of the product are the most important factors when I’m purchasing them. Social causes could be an added bonus.
Ben Wu: If it is for a good cause and it looks desirable for me then yes.
Vanessa: Yes, I would purchase an ugly t-shirt if it were for a good cause. But it has to be a notable cause, because I don't trust the small ones and want to know where my money will go.
4. Will you be more inclined to purchase a product if you knew it supports a cause?
5. In your opinion, what's your ideal shopping experience?
Steph: My ideal shopping experience would be to walk into almost empty stores with no queues at the fitting room. I don't like shop assistants to hover around and constantly ask whether you like an item, I prefer to shop and form my own thoughts about an item without having a shop assistant pressure me into buying or trying it on.
James: One with top-notch customer service. As a consumer, I would like to be served with respect. These intangible aspects actually do make a difference to a customer’s experience.
Ying Kai: An ideal shopping experience is when I can get stuff at great discounts.
Patricia: The stall should not be too crowded and the sales personnel must be very smiley.
May Wong: Shopping without a crowd and easily locating the items that I’m looking out for. Sales staff should also be familiar with the catalogue (current and past) to help locate items and price. Layout of store should be according to style and color.
Ben Wu: Honest and straightforward shop owners who are interested in their own products. The staff should like interacting and communicating with the shopper to best help them find a product that suits them.
Vanessa: I would love a personal shopper that can read my mind. I like to go to Blum and Co for suits for instance because they help me pick something that will look good on me.
Analysis: While price and store layout were mentioned as vital for a good shopping experience, the most highly cited factor was good customer service. Good customer service includes respectful, helpful, friendly, and knowledgeable staff who are familiar with the store’s items. With this, customer service seems to be a good way to differentiate and create a good perception of the brand in consumers’ mind.
Analysis: All except one of the users like store collections to be changed regularly. One user noted that stores should not change their selection variety faster than a week though, as customers need some time to consider their purchase too. Other users added that basics should always be kept available in stores, as they are regularly needed items.
6. How important is it for you to have stores changing their seasons/ variety selection regularly?
Steph: I think collections should ideally be changed every 1-2 months so customers who visit the store regularly can always have new items to browse, this will also ensure that customers visit the store regularly to check for new updates to the collection.
James: It is important to me for stores to change their selection regularly as I’m constantly looking out for nice and trendy items to shop for. Furthermore, stores which update their itinerary tend to be more popular among customers as they are perceived to offer greater variety to cater to more varied customer segment.
Ying Kai: Not very important.
Patricia: It is important for stores to change variety and seasons regularly as I am a frequent shopper. However, the stores should also carry a basic line so as to attract the shoppers who do not chase after what’s fashionable now.
May Wong: Stores should always be kept updated to the latest fashion trend but at the same time keep the basics available as well.
Ben Wu: Scale of 1 to 10, I’m 8.
Vanessa: Regularity is a must, however not within the same week, because sometimes I want to go back to the store to get an item that is on my mind for a while.
7. Do you prefer to shop alone or in groups and why?
Steph: I think it's a mixture of both. There are times when I prefer shopping with my girlfriends, so that they can give me advice on how I look and if I should buy the item. This is especially so when I am unsure of whether to buy the item or not and need feedback. But at other times, I prefer shopping alone just to browse the stores and check out what they have. After that, I would call someone along and ask for their opinion on something that I like.
James: I would prefer to shop with a buddy as I am the kind of person who needs someone’s opinion about fashion and clothes. Two minds are always better than one!
Ying Kai: I prefer to shop alone because I don't want to hold up my friend(s) if I have to take a long time to consider buying something.
Patricia: I prefer to shop alone as I can take as long as I like in a shop without feeling guilty that someone else is waiting for me.
May Wong: I’d prefer to shop alone in order to shop wisely and process my shopping thoughts effectively so as not to regret on the purchase. But there are times when I need a second opinion probably times when I’m not too sure if it looks good or items are highly priced/ not exactly within budget.
Ben Wu: Groups, so the group can filter off unnecessary attention just so I can analyse my purchase.
Vanessa: Alone, I think shopping in a group is distracting. However, in a group I tend to spend less because I dont want to share how I splurge.
Analysis: 4 out of our 7 users prefer to shop alone, with the main reason being that individual shopping is usually more efficient and involves less guilt. They are more independent shoppers who can concentrate on their decision making without a second opinion. Those who prefer to shop in groups believe that their friends will help to provide a credible opinion to assist them in decision making. All in all, regardless of preference, they like to know that they are making good decisions for their purchases.
Similarities among users
Generally, according to the traits and preferences of our users, the group adores the brand for their quality, design and fast fashion exclusivity. Referencing to the Questions-of-the-day (QOTD) analysis (bottom of the page), we found that the group seeks to keep up with trends and enjoys refreshing moments. Thus, Zara fulfils the group’s desires as they are able to bring up new collections frequently and is perceived to be fashion-forward.
Likewise from the QOTD analysis, we discovered that most of our users value customer service as it makes them feel respected. Unfortunately, this is not Zara’s core focus as they prefer to divert their resources towards operational excellence. A possible area of improvement would be to engage in more customer intimacy, which we would like to explore in the next assignment.
Another insight drawn from the QOTD analysis is that our users like to be assured of their purchasing decisions. This can be seen from their preference to seek a second opinion at times. Hence, as proposed above, perhaps Zara could consider having more sales support to provide customers with more advice on their purchase decisions. This could enhance customer satisfaction.
Differences between users
Further Insights
We have also generated a word cloud based on the descriptive words the users have provided throughout the study.
Word Cloud
