Positioning Strategies of Zara and H&M
The newsfeed of social platforms about new trends and fashion is so miscellaneous that sometimes we do not manage to pursue them properly. What to do in this case, to keep up-to-date? The right answer is to follow fast-fashion brands. In terms of clothes, accessories, and shoes, you can refer to both of these brands: Zara and H&M. The brands have more than 3000 and 5000 stores worldwide, accordingly, where they were ranked at the first four highest valued brands in 2019. Right positioning strategies considerably implemented in these companies to become successful and influential in the worldwide retail clothing industry.
Let’s start by discussing the segmentation strategy of Zara.
To do let’s have a look at this commercial example.
The hero of the commercial is a handsome guy wearing a formal costume of the Zara brand. His walking style and chosen brand for clothes indicate exciting facts about his characteristics. An important thing to point out is his ambitious mindset to achieve more and stand out from the crowd.
He is a perfect example of consumers who can look neater and muscly while also wearing comfortable, fast-fashionable, and mediocre pricing clothes from a well-known brand. The sending messages of the advertisement guide us to conclude that the target segment of Zara Brand is Revitalizers.
Who are Revitalizers?
Values and Beliefs of the segment
The principal value of Revitalizers is their outfit and health. They spend most of their time at gym centers and shopping malls to make sure they keep up with the pace of rapid fashion changes. As social recognition is more than vital to them, Revitalizers usually set diet tasks to maintain a good shape, use branded cosmetics, and dress according to the latest trends.
They are not much interested and concerned about traditional or cultural values. They are prone to their convenience and efficiency. Revitalizers never think about the future because they are used to live the moment of present fully.
Having an adventurous and challenging lifestyle is their signature. Spending free time with family is not from their favorite styles. Besides, faithful and long-lasting relationships lack in Revitalizers life.
Shopping Preferences
Revitalizers are brand loyal. They hardly give up purchasing products from their beloved brands, but they are not against adding the list with new ones. The target segment is prone to become one of the early adopters of a new item or trend.
Most of the time, they pay much attention and importance to the appearance of a good. Even though they do not like paying high for premium products, they will visit cheaper up-markets as they appreciate being seen as expensive item purchasers.
Interesting Facts about Revitalizers
- They are below average Internet users and Radio listeners; however, they spend much time watching TV shows, movies, and gossip new.
- It is vital to be surrounded by their big score of friends and enjoy their time visiting pubs, cafes, concerts, etc.
- The segment is seeking power and recognition in work, where they are always unsatisfied with their progress.
16 Personalities (Which one is for your business?)
Zara has chosen Revitalizers as a target segment in its marketing campaigns. This approach helped Zara succeed and touch the hearts of its customers. Understanding your customer is the key to success and it helps to become an influential player just like Zara.
Zara has a strong relationship with Revitalizers. They are the main customers of the latter. However, Actualziers are still one of the 16 Personalities that you should get acquainted with in detail.
All these types of clients are included in the book called “16 Personalities”, which will open a new Marketing world for you. This book will give you a key to the heart of your dream client. By recognizing all 16 Personalities, you will easily find a target customer that matches your brand, and of course by not wasting your money.
Marketing Strategies of Zara
Zara brand has several powerful marketing strategies that had affected their annual turnover positively. One of them is maintaining customer relationships active in terms of asking feedback about the products.
The customers’ responses are being analyzed and referred back by in-house designers and store managers. Furthermore, the employees of this sphere are high-wage and well-educated ones, which Zara gives considerable attention to.
Another marketing strategy applied by Zara is about choosing its store locations in a deliberate way. They always establish stores near the ones that are popular and are considered to be highly premium brands. By this means, Zara captures customers’ attention to their place and proposes medium-level prices for the goods.
The foremost one is the fact of producing new clothes and other goods in every two weeks. The company gives decent importance to new trends and keeps up with the pace of rapid changes in fashion.
Zara does not invest much in advertising or research and development portfolios but does it in producing newness that is considered hot, trendy, and highly demanded. Consequently, to avoid consumers’ boredom, they exert all efforts to create unique and alluring clothes continually.
Problem Removal
You have probably heard claims about the displeasure of people who had found the same shirt or dress worn by another person. This kind of adverse reaction reveals to place when there is a lack of new types of clothes and abundance in inventories of one and only product.
Zara perfectly meets customers’ needs and gives them a chance to purchase goods in a limited number. Thus, one can visit the Zara store with an interval of one week and never meet the same collection twice. The reason for this is their quick updates in clothes design according to street fashion and quantity limitations in Zara’s inventory.
Social Approval
Zara brand takes into account the factor of social approval as the key to success. The company is one of the highest valued eco-friendly product producers. By 2025, the company has a visionary to transmit its inventory into the usage of more organic and sustainable raw materials, like cotton, linen, and polyester. The clothes in Zara are 100% toxic-free. Moreover, the company utilizes solar panels and wind turbines.
Message Strategies
The image of ladies transmits a sense of beauty, care, and differentiation. It encourages keeping up with the latest fashionable outfits, accessories, and cosmetics to seem alluring and romantic. Minimalism is the primary point that the brand elaborates on and has offerings for every identical woman to feel tempting, unique, and voguish.
All these features resemble Lover’s Brand Archetype. This archetype is prone to love, beauty, delicacy, romance. This is for people who strive for being loved and appreciated, and feel the closeness and association of their surroundings.
What Segmentation Strategies does H&M apply?
To find them out, let’s take a look at this commercial.
The commercial aimed to send a message of comfortability and life without biases. We need to live without segregation, and as it is nice to us. One can wear a hat inside, or brown shoes in the evening.
Even if it is out of standard for men to wear a skirt or an outfit entirely in pink color, they are normal. The company suggests clothes, shoes, and accessories for all people without discrimination.
Another factor that H&M puts forth is giving customers a chance to be different and confident by virtue of their products. It is vital for them to meet customers’ needs in terms of the trust for advancing self-esteem, differentiation, convenience, and maintain voguish and unbiased culture.
The company’s focus about segmentation is more than healthy and curious where one can find it’s target segment. The typical facets discussed above resemble the target segment of Peacocks.
Who are Peacocks?
Values and Beliefs
Peacocks always need to be differentiated by all means. It is more than essential to stand out from the crowd. Even though they tend to be domineering in a team, they usually feel the lack of friends around them.
Peacocks are prone to exert all their efforts in order to seem over-confident individuals. Their choice of clothes, friends, visited places, etc. highly speak about these points.
It is peculiar that Peacocks opt for friends who look like them in case of values and the way of thinking to make them sure they believe and act unmistakably.
The target segment is always ready for new challenges and adventures. Getting to the top point of their career and job is a must because they like to lead but not be told what to do. Money plays a significant role in Peacocks’ life as it is their kind of success measurement tool.
Maintaining their position in society as a patriotic persona is essential. They are ambitious and like their country, if it can assist them in getting to the point of desired success.
Shopping Attitudes
Peacocks are prone to purchase goods from premium level brands. The only reason for this is that they like to be seen as users of those brands or stores. It is the cornerstone of their shopping preferences to buy things that are outstanding in a way, and not easily affordable by everyone.
In any case, the target segment gives worth to the quality. Sometimes they are brand loyal; however, they are not resistant to trying new things. The target segment is considered one of the early adopters of new products, trends, or brands because being up-to-dated is a vital point.
Other Interesting Facts about Peacocks
- Sometimes they are brand loyal; however, they are not resistant to trying new things. The target segment is considered one of the early adopters of new products, trends, or brands because being up-to-dated is a vital point. ‘Peacocks trust magazines and TV programs that reveal them about trends and fashion. They usually inspire from comparing themselves with the images presented.
- The target segment thinks it is crucial to have long-lasting relationships. But frequently, they keep away from going deeper into such links.
- The vast majority of Peacocks are used to visiting gym centers not only for maintaining their shape or correct it but also get acquainted with new people.
Marketing Strategies of H&M
Like other big corporations, H&M has also exerted a few keen marketing strategies that compete intensively in the clothes retail industry. One of them is a prudent investment in promotions and advertising.
The company has chosen the field of advertising the online platform where ads and special offers appear on the screens frequently.
It not only enhances brand awareness but keeps people informed about its promotions, discounts, new collections, or just motivates them to make purchases via online or offline means.
Another marketing strategy that helped the company to become popular and financially stable is the pricing enterprises. H&M differentiates its brand by virtue of proposing low prices for high quality and design products. The company wins the pricing battle with competitors who suggest a similar dress or shirt approximately twice expensive. This is due to their focus on cost minimization in terms of manufacturing and transportation.
Problem Removal
H&M Brand offers everything for everyone in one place. They have goods such as clothes and shoes for every occasion and style like wedding, party, casual, etc.
Seasonality inevitably impacts inventory; however, you can purchase a winter coat in summer and swimwear in winter. Age also does not play an obstacle as their items are for every age and gender.
Skincare and beauty products are not an exception for H&M, where one can undoubtedly find his/her favorite clean scrub or cosmetics. These are efforts done for H&M customers to make their shopping easier where one can find everything they need with a score of varieties in one and trustworthy brand stores.
Social approval
H&M Company considers the sustainability issue as a noteworthy one. They are prone to value equality and always keep the desegregation process while opting for new employees.
Besides, equality refers also to wages and working conditions of workers, as everyone deserves justified opportunities. H&M chain respects human rights and diversity and sends this call to other corporations. One can also notice this fact from their nondiscriminatory inventory and customer diversity.
Message Strategy
Let’s look at this image from the Instagram account of H&M
Here are two young ladies in H&M swimwear who enjoy summertime together. There is left a little time for hot holidays in the seaside where the brand offers its products like hats, skincare for sunburn, and stylish swimwear.
Women in the photo are from different colors, shapes, and mindsets (supposedly). However, they can still fit in and spend a memorable time together, where H&M definitely elaborates on their link by its brand archetype: Everyman.
Everyman Brand Archetype stands for connection with others, positivity, and an active lifestyle. They highly appreciate equality and democracy in terms of an unbiased system of value.
Summing up, we analyzed and provided evidence-based points of positioning strategies of Zara and H&M Brands. We hope this was an engaging and efficient article in which you found answers to the questions you were seeking. Check out the main page of our website not to miss further similar blog posts.
