Feelings
Creating which type of emotion during consumption
Self-respect:
ZARA creates less emotion about warmth, fun, security; instead, ZARA
builds more on self-respect. For people purchasing ZARA, they can feel they are unique,
different, cool, chic, superior and individualistic. The logo and the modern decoration also help
shape this atmosphere.
Judgements
Integrating all the opinions from performance and imagery association of customers
Credibility:
After viewing the value and the satisfaction from ZARA’s consumers,
ZARA is definitely a trustworthy brand. Since 1975, ZARA has offered fashion products
continuously. ZARA is an expertise in producing fast fashion clothing for male, female and kids.
Although it copies the design from other luxury brands, it truly satisfies consumers’ needs for
chasing latest fashion.
Resonance
Intensity or depth of psychological bonds
that consumers have with the brand
Behavioral loyalty:
Because ZARA provides limited fast fashion products without
replenishing many times, the products are possible to be sold out soon. Consumers know this
fact, thus they would like to visit ZARA’s store to see the newly available products. Once they
love those products, they can’t refuse to buy them. Otherwise the products would be sold out
next time when clients come. The frequency of purchase is high and repeated buyers are a lot.
Sense of community:
ZARA manage its social community in a cool way. It only posts
information such as new design of this season or newly open store on FB. And ZARA doesn’t
post and communicate with its clients every day. It’s the personality of ZARA so there’s no
conflict by doing this way. And clients love ZARA and fashion so they will keep following its
information.
Active engagement:
ZARA has 22 million fans on Facebook. It communicates more
with younger people who loves fashion. ZARA seldom do marketing; instead, it saves the money
to design and optimizes its supply chain so that customers can be satisfied with its products.
That’s how ZARA keep engaging the public.
Key marketing activities
Zara has spread a common concept of fast fashion. New style ranges are frequently
introduced in market and thus Zara is moving parallel to market trends. Zara has an efficient and
continuous communication system with its customers and thus changes in markets and streets
flow directly to the designers and this information is depicted to be used in next range of designs.
Such rapid and fast paced response has created competitive advantage and other
companies that take six months to take a design from idea to realization form are now moving
towards this continuous and consistent communication with market. The basic concept behind
this strategy was to stay in contact with the customers, the real target of a company, taking their
feedback and then changing the products according to the demands. Zara is successful in creating
an edge for itself and dominating its competitors as no other firm can reach this level of fast
delivery of inventory in store. Zara has focused customers with short term needs and the reason
