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