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Brand Building Assessment Resonance of the brand Salience Indicator of Brand Awareness Depth of brand awareness: When mentioning ZARA, the black-and-white logo comes to our minds and also the high-street fashion brand identity. Although ZARA seldom uses advertisement, the vivid brand images are known when consumers come to visit ZARA’s physical stores and the displays. Importantly, ZARA’s store location strategy is its main way to communicate with the public. In consumers’ minds, ZARA has already been among the top highly fashion retail outlets. Breadth of brand awareness: ZARA has different product categories which suit for everyone like female, male, kids. When consumers need trendy but affordable clothing, ZARA is
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their good choice. ZARA brings consumers a concept that you don’t need to buy luxury clothing just for wearing only once, you can buy ZARA’s stylish design with limited budget. Imagery Meeting of customers' psychological and social needs User Profile : Typical Zara customers are people who are young, fashion-conscious but with lower budget. They care about their appearances and longing for being stylish. Purchase situations: Consumers might pass by ZARA’s stores and be attracted by its window display. As the clothing in ZARA changes very fast, if you don’t buy something you love now, it will be sold out next time. Thus, ZARA creates psychological thoughts to let clients buy its clothing without considering too much. Personality and values: Zara is modern, trendy, high fashion and individualistic. Zara’s stylish personality appeals to the confident, young target audience. Performance Meeting of Customers' Functional Needs Reliability & Durability: As ZARA’s idea is to wear disposable and fashionable design, the quality of clothing is good but less than luxurious brands. Style & Design: ZARA provides the latest design. From designing to sale, the shortest time only takes ZARA 15 days. Thus, ZARA can always offer modern, latest fashion to attract consumers who want to be voguish and be unique. As fashion changes every moment, this fast fashion method make sure that ZARA is always ahead of competitors and be the first one to provide fashionable clothing. Service Effectiveness: ZARA satisfies customers with its fast movement in designing and providing the latest fashion. ZARA also cares lots about consumers’ need. When some
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products are not so popular among clients, ZARA would not hesitate to remove these stocks so that consumers can meet what they love and buy it. Price: The price is low comparing to other luxurious fashion brands. It’s very affordable for those who want to keep on the latest fashion. With this affordable price, consumers can buy clothing more often instead of spending lots of money on one piece of classic clothing from luxury brands.
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