H&M CBBE pyramid

Salience

Indicator of Brand Awareness

Depth of brand awareness: Alike the logo of H&M, H&M is a very friendly brand close to everyone. “Fashion and quality at the best price” is H&M’s slogan. It also cooperates with famous designers and invites celebrities to endorse H&M. With those efforts, H&M wants to let people know that normal people can own the same clothing as celebrities. H&M is one of the most famous brands in fast fashion industry.

Breadth of brand awareness: Offering fashion and quality at the best price, H&M offers a varied assortment for the entire family, including concepts for ladies, men, teenagers and children. Consumers can buy H&M anytime for every occasion. The products vary from casual clothing (most) to party dress. You can wear H&M in your everyday life.

Imagery

Meeting of customers' psychological and social needs

User Profile: H&M’s customers are young, and even younger than ZARA’s customers who are more seeking clothing for business look. H&M targets mainly on 20-35 years old people. And it provides young and lively street fashion to everyone. These consumers also seek trendy clothing with low price.

 

Purchase situations: Consumers might purchase H&M online or in store for any occasions. Besides, H&M has 3000 stores in 50 markets. With its amount of stores, it’s easy to reach and purchase. H&M offers consumers with low price thus consumers can repeatedly come and buy it.

Personality and values: H&M is friendly, trendy, warm, and full of fun. H&M is suitable for everyone who likes high street fashion.

Performance

Meeting of Customers' Functional Needs

Reliability & Durability: H&M operates since 1947. Through long development it has already won good reputation. With its good quality and endorsement, H&M is definitely a reliable brand.



Style & Design: H&M collaborates with many famous pioneer of designers such as Karl Lagerfeld, Stella McCartney, Viktor & Rolf, Roberto Cavalli, Comme des Garçons, Sonia Rykiel and Lanvin. Although designed by well-known designers, the design is for everyone. It’s available for you and people who love to follow the latest trend. Besides, the best thing is that you don’t have to spend lots of money to get those fashionable designs.



Service Effectiveness & Price: The fastest time from design to sale takes H&M 20 days. Although it is slower than ZARA, H&M can save money and can benefit consumers with 30-50% off price. H&M produces its basic style clothing in Asia (60%) and produces changeable, trendy clothing in Europe (40%) to save costs. That’s part of the reasons to offer consumers the

Best price.

Feelings

Creating which type of emotion during consumption

Fun, warm: H&M creates a fun, lively, warm, and stylish characteristic to clients. In the catalog of H&M, you can see people smile and sharing the fun time together. Also, there are some pictures present the modern and confident side of its design. In all, H&M is in your daily life.

Judgements

Integrating all the opinions from performance and imagery association of customers

Credibility: After viewing the value and the satisfaction from H&M’s consumers, H&M is a very reliable brand. It conveys the image of  “fashion and quality at the best price” successfully.

Resonance

Intensity or depth of psychological bonds that consumers have with the brand

Behavioral loyalty: For customers who like H&M, they would like to visit here repeatedly as they know H&M provides quality and good price. They are loyal to H&M but at the same time, if other brands can provide trendy and affordable products, it’s easy to switch to other brands.

Sense of community & Active engagement: H&M has a united Facebook fans page with 16.9 million people. Although the number is less than ZARA, the active browsers are more than ZARA (161,212 vs. 53,996). It’s because H&M engage with its fans every day. H&M not only provides the latest fashion design catalog/information, but also creates local events, invites brand spokesmen for recording videos, and provides advice on collections. H&M also has more marketing to communicate with consumers. For example, H&M invites David Beckham to endorse its bodywear collection and holds some physical events to let the consumers meet their idol and know that H&M has launched the latest series.

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.

​

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.

Identity & Positioning of H&M

Source:
http://heroinandmoss.blogspot.fr/p/product-strategy.html

Identity & Positioning of ZARA

Sources:

http://en.wikipedia.org/wiki/Zara_(retailer)

http://www.teba.org.tw/upload/Image/epaper/B-paper-05/images/ZARA.pdf

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.

Sources:
http://books.google.fr/books?id=a_F2yzdi-AIC&pg=PA333&lpg=PA333&dq=brand+personality+zara&source=bl&ots=7z2sPAT3pO&sig=JisUz11GxZ5PB3WmHjJ04N005c0&hl=en&sa=X&ei=FA1YUsLRCaTt0gXNk4C4DQ&redir_esc=y#v=onepage&q=brand%20personality%20zara&f=false
http://www.jkrglobal.com/design-gazette/a-limited-edition-without-legs/
http://blogs.york.cuny.edu/wp/advertisingandmarketingconsumerbehaviorlink/

H&M's Brand Identity Prism

        For H&M, the relationship with its customers is much more functional. This is because it must be sure to make its design more appealing and attractive due to offering the best prices for its customers. Therefore, H&M provides the wide variety of products, in terms of the length and depth of its collection.

Source:
http://dealingwithbrands.blogspot.fr/2008/09/brand-identity-analasis-of-h.html

ZARA's Brand Identity Prism

        ZARA benefits from its strong brand identity with high quality and the latest fashion, which is strengthen by its main touch points, decoration in its stores and so on. Therefore, it is easy for ZARA to attract and gather customers to form its own community on an emotional and psychological level.

Source:
http://zarafashion2013.wix.com/zara#!brand-identity/c1xbv

H&M's Brand Identity

H&M’s Brand Identity

        H&M is the largest fashion retailer in Europe at the present. Like ZARA, fashionable designs, high quality, affordable prices and its distribution system are keys to its success and rapid expansion worldwide. However, fast fashions, the most important factor of ZARA’s success, is not the one to make H&M more thriving in the market.

        H&M’ physical stores are also located in the largest cities around the world. Its strategy is quite similar to ZARA’s; that is, H&M tries to let its customers have an image that it is a brand focusing on stylish designs with good quality at the affordable prices. In fact, H&M’s prices are lower than ZARA’s because it provides its products to all people who want to be fashionable without any scruple about the prices. H&M has a mission that it is possible for everyone to find his or her own dressing style in its collection.

        To maintain a good relationship between its customers, H&M tries to provide the collections including everything from basic but modern clothing to high fashion, which reflecting the international trends in the fashion market. Whenever it creates a new collection, H&M’s mission is to satisfy people with different tastes, desires and demands.

↑        H&M Store in Barcelona

↑       H&M Winter Sales

Sources:
http://www.theconfessionsofaproductjunkie.com/tag/hm/
http://dealingwithbrands.blogspot.fr/2008/09/brand-identity-analasis-of-h.html

ZARA's Brand Identity

ZARA’s Brand Identity

ZARA is one of the largest fashion retailers all over the world due to its famous instant fashions and strong ability of its creativity. Fast fashion, innovation, stylish design, high quality and rapid distribution system are the most important factors for ZARA to sell its new products and expand around the world at such a fast pace.

       

        ZARA’s physical stores are located in the largest cities all over the world. In fact, it tries to situate its stores as closely as possible to any other luxury brands such as BURBERRY and PRADA; however, at the same time, ZARA still maintains its affordable prices for its customers. This strategy can help ZARA not only to build up its brand as fashionable designs with high quality but also attract those who have limited budgets to buy stylish goods. Even if its prices are not as expensive as other luxury brands, ZARA has tried hard to provide the quality and fashion of its products for its customers.

        In addition to its stores location and fashionable designs with good quality, ZARA cares everything about its customers’ thoughts of fashions. For ZARA, its customers not only help it to give shape to the ideas and changing frequently demands in the fashion industry, but also point out ZARA’s strategies about instant fashions. Moreover, ZARA tries hard to maintain the good relationship between its customers, which is a major way of reflecting the shoppers’ reactions and demands. All these key factors are ZARA’s secret to success to attract lots of people from different cultures and ages.

Sources: 
http://zarafashion2013.wix.com/zara#!brand-identity/c1xbv
http://www.inditex.com/en/shareholders_and_investors/investor_relations/press_releases/extend/00000761