Brand Personality of ZARA and H&M

Brand Personality means that what the brand is when it becomes a person.

For ZARA, it is one of the largest fashion retailers in the world, so it must be a stylish and fashionable person. Besides, due to its outstanding performance in the fashion market, it is considered to be aggressive but clam. With high quality design, ZARA can be regarded as mature and confident for its customers.

H&M is a cool brand. Just like ZARA, H&M is trendy and unconventional because it is also a fashion retailer in that market. Moreover, it is innovative and filled with the latest fashion. However, one of its target markets is teenagers, so it is full of youth in its spirit, which is different from ZARA.