BRAND AUDIT

ELEEZA PALMER
 COMPETITIVE ANALYSIS
Zara is one of the most valuable clothing and
accessories retailer brand in the world and is the only
brand from Spain which belongs to the top 100 valuable
brands in the world. As of January 2018 they are the 24th
most valuable brand. Zara is famous for women’s, men’s
and children’s wear and has numerous retail locations
in several countries. They found success by adopting
several new brand strategies such as offering fashion at
a low cost. They also attract customers through product
rations (frequently changing the style of their products
and also introducing several new products).

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 POSITIONING +
DIFFERENTIATION
POSITIONING:
Zara offers classy high quality clothes
based on consumer trends

DIFFERENTIATION:
Clothes for people with a combination
attitude of work and play

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 TARGET AUDIENCE/
DEMOGRAPHICS
People with Medium to high purchasing power
who love to look glamorous at all times

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 BRAND STORY
“Zara’s story begins with the opening of
our first store in the Spanish coastal city
of A Coruña in 1975, an early milestone
in our company’s long history. Over the
years, Zara has remained faithful to its
core values, expressed simply in the
same four key words that define all our
stores: beauty, clarity, functionality and
sustainability.
Nurturing a highly intimate relationship
with its customers, Zara’s designers
respond instinctively to their changing
needs, reacting to the latest trends and
constant feedback received across its
Woman, Man and Kids collections, to
deliver new ideas in the right place and at
the right moment.
Eleeza Palmer
Further enhancing the quality of our
customer service, Zara stores also include
Radio Frequency Identification Technology
(RFID), using cutting-edge systems to
track the location of garments instantly
and making those most in demand rapidly
available to customers.
Zara’s flagship eco-stores underline the
brand’s unwavering focus on sustainability
and improved customer experience.
These developments have been further
enriched by a range of new and innovative
projects, such as the installation of clothing
recycling containers in-store and a scheme
providing for free at-home collection of
used garments to complement the delivery
of online orders.”
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 CORE CREATIVE
CONCEPT
The customer is at the heart of our unique
business model, which includes design,
production, distribution and sales through
our extensive retail network.

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 NAMING BACKGROUND
In 1975, Ortega opened his own store in town. He
called it Zorba, after the 1964 film “Zorba the Greek.”
“I don’t think they were thinking of making history,
just that it was a nice name,” Echevarría said. “But
apparently there was a bar that was called the same,
Zorba, like two blocks away, and the owner of the bar
came and said, ‘This is going to confuse things to
have two Zorbas.’ They had already made the molds
for the letters in the sign, so they just rearranged them
to see what they could find. They found Zara.” The
holding company Inditex was created in 1985.

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 CORE MESSAGING
VISION:
offering high quality fashion
at a low cost.

MISSION:
“Bringing attractive and
responsible fashion, and
improve the quality of
customer service, are
Zara’s priorities.”

VALUES:
beauty, clarity, functionality
and sustainability.

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 PRIMARY LOGO
Zara’s Logo is a custom made word mark that
is not one specific font. This current version
was released around June 2010.

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 PRIMARY LOGO

HISTORY
The version was Zara’s previous logo. This
version was also created as a custom word
mark rather an actual typeface.

VARIATION
Zara uses a variation of their current word
Mark for social media purposes. They strip
down the word mark and use just the “Z” to
signify their brand.

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 SECONDARY IMAGERY

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 SECONDARY IMAGERY

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 SECONDARY IMAGERY

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 BRAND GUIDELINES

WORDMARK

SECONDARY FONT Helvetica Bold Helvetica Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

COLOR PALETTE

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 BRAND ARCHITECTURE

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 APPLIED BRAND IDENTITY EXAMPLES

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 APPLIED BRAND IDENTITY EXAMPLES

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 APPLIED BRAND IDENTITY EXAMPLES

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 “ADVERTISING CAMPAIGNS”
Zara is not conventional when it comes to advertising.
They have no commercials, press ads, billboards, or
internet banners. They spend this money and time
instead in creating marketing techniques that work
very well such as:

JUST IN TIME PRODUCTION

This refers to the time it takes to get from runway to
the stores, which is 16 days compared to the average
time of 3-6 months.

INVESTMENT IN STORES
They pay top dollar for their store locations and store
fronts so that they attract more attention.

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 “ADVERTISING CAMPAIGNS”
WINDOW DRESSING
They take the old marketing concept of getting the
customer to step in the front of their store, come in
and then buy, they modify their storefronts every two
weeks.

INSIDE THE STORES

Zara stores achieve a balance between the exterior
and interior of the establishment. They maintain
spacious, comfortable and well-kept stores as well
as thoughtfully organize their stores down to the last
detail. Like their storefronts they are changed every
two weeks.

ANONYMOUS MODELS
The marketing and advertising strategy of Zara is
based on not to employ an image of famous figures
(models, actresses, singers) and also not hiring star
designers but instead rely on anonymous models and
young talented designers to elevate their authenticity.
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 SOURCES
https://en.agenciatelling.com/marketing-and-advertising-strategy-of-zara/

https://www.mbaskool.com/brandguide/lifestyle-and-retail/3814-zara.html

https://www.underconsideration.com/brandnew/archives/zara.php

http://1000logos.net/zara-logo/

https://www.inditex.com/about-us/our-brands/zara

http://www.nytimes.com/2012/11/11/magazine/how-zara-grew-into-the-worlds-largest-
fashion-retailer.html?pagewanted=all&_r=2&

https://www.zara.com/uk/en/z-company-l1391.html#utm_referrer=http%3A%2F%2Fwww.
zara.com%2F%3Fgo%3Dhttp%253A%2F%2Fwww.zara.com%2Fshare%2Finfo%2Fcom
pany%2Four-mission-statement-c18001.html

http://www.eiiff.com/brand/value/zara.html

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