ZARA CBBE pyramid

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 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 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.

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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.

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 19.7 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.