Zara - Comparitive Analysis of Brand Identity

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Internal

Personality- Zara attempts to project in creating a luxury sensibility by way of mid-range clothing. The person who wears Zara could be defined as more mature, sophisticated and confident as compared to H&M that caters to a younger crowd who is more open minded and innovative with their style.

Culture-Both Zara and H& M has the European culture in their brands. Zara’s values lies more in customer orientation as they focus more on customers feedback for their design. Whereas H&M is more focused on sustainability and a lot of resources are allocated to this factor and the brand also has more international appeal than Zara.

Self Image- Zara brings together like-minded fashionistas to share the same taste in inexpensive, yet high fashion caliber designed clothes and who seek to be the trendsetter and are confident in their own skin and intends to look chic and elegant. H&M on the other hand has more cool factor associated with it ,one would feel trendy yet unconventional in their style.

External

Physique - Zara sustains the image of a brand that possesses high cultural capital and is competitive with today’s luxury brands in terms of designs. The brand is looked upon to be more runway inspired and a fast fashion brand as they add new styles every fortnight. H& M on the hand is a more trendy brand and associated with young celebrities who promote the brands frequently.

Relationship- Zara’s ability to maintain the sensation of a luxury brand as it fruitfully provides embodied high cultural capital to its customers. They are also perceived to be offering a fair exchange of the product in terms of quality and design for the price paid for it. H & M is also has a similar relationship with the customers as they believe in offering fashion and quality at best price, but Zara offers a more premium feel compared to H& M.

Reflection-The ideal Zara customer is perceived to be fashion-conscious, cosmopolitan, sophisticated woman .The brand is a mix between trendy and classic pieces, which include “instant fashions” copied from the runway shows as well as a line of basic pieces for all seasons, allows for the age range in customer to vary. Also someone that mixes the high and the low and has created a previously unconsidered

Sense of style.Where as H & M reflects a younger brand and more experimental with their style.