Shopper frequency at Zara is 2x to 3x higher than traditional women’s apparel, which indicates extreme loyalty to the brand. These loyalists become brand evangelists, who share excitement about the brand with their networks. Zara, for example, has over 29 million Facebook followers, 43 million on Instagram and over 1.3 million in Twitter. [Unity Marketing Online]
According to Zara, their typical customer is someone who is up to date with the latest developments in the fashion industry and want fashionable, trendy and unique outfits at affordable prices. They can be a woman, man, or even a child. As its origins are Spanish and it is primarily an European fashion brand, Zara is heavily influenced by European trends. The brand caters to a wide range of tastes.
Zara’s target market is young, price-conscious, eco-conscious, and highly sensitive to the latest fashion trends. They do not define their target by segmenting ages and lifestyles, therefore, giving them a much broader market and an advantage over traditional retailers. Their customers are predominantly female and graduated from school. Due to Zara's fast-fashion business model, the customers tend to buy and visit the physical or online stores more often to check out what's new. They are also likely to make impulse purchases in case the product of interest runs out of stock.
Primary goals
Dress fashionably with the latest trends in affordable prices
Be able to co-create designs
Make sure they have the latest designs before they run out