Target Markets Of Zara, H&M And Burberry

In the blog post, we are going to discuss the targeting tactics of the clothing brands Zara, H&M, and Burberry. How did they manage to conquer the fashion world with their products? We will see the target market examples shown by commercials and social media posts.

So, lets’ begin the journey with Target Markets of Zara.

Here is a commercial example of the Zara women 2016 collection, people in commercials are most likely to be their customers. Let’s see what kind of people are in their commercials.

Here are 2 young girls that are advertising the clothing brand. They are a kind of girls like being special, and the black color and the elegant look shows us the fact. The special girls have special friends and so on. The commercial shows how they must look, and what to wear for gaining a high status in community.

So who is the following type of customer segment?
They are called Carpe Diems (age 18-30).

They are very outgoing and live for enjoyment. Hanging frequently out with friends in high-class places. A good career is very important to them as money gives freedom they need. Risk and adventures are things they pursue a lot, keeping up with trends in fashion, and buying the latest clothes. They would keep their finest fashion clothes for an upcoming party.
The following segment prefers brands, and does not like using mainstream ones. They are also very brand loyal and do not like to switch brands. They believe that their earlier choice is the right choice. They like shopping and it is one of their ways of enjoyment. It is also very important to have the best deal in the market. They are interested in cars, sports, movies, computers, and technology.

Now we would look at Zara Social media posts.

Here is an Instagram post of Zara and let’s look at what kind of message is hidden under the pic. Here is just a lovely girl who is looking at us, leaning on the amplifier Marshall. The lovely looks, sexy people and sensual images. What kind of messaging does the brand Zara give? The following tactics in branding are called strategy of the Lover brand archetype in archetypal branding.

What does the Lover brand archetype represent?

• The desire of the archetype is attaining intimacy and sensual pleasure.
• The goal of the archetype is being in a relationship with surrounding that they love, people, items and so on.
• The strategy of the archetype is becoming more and more attractive physically, emotionally.

Many famous brands like Channel and Revlon has the following brand archetype.

Lover brand archetype could be a perfect identity for your brand if

• Your product helps people to find love and friendship.
• Product’s function helps to foster beauty, communication, the closeness between people.
• The product needs to differentiate itself in a good way from lower-priced brands.

Here are several facts about Zara.

1. Zara has more than 2000 stores in 80 countries.
2. Over 50% of their products are still manufactured in Spain.
3. Originally the name of the company was Zorba.
4. Zara launches over 12 000 new designs every year.

Find out your perfect customer profile with the following tips.

Now it is time to look upon H&M target market.

Here is a commercial of H&M and it tells us about clothes that are worn out or the ones we do not need anymore. The commercial shows the occasions when we notice that something is wrong with our clothes like the one in the commercial when the coffee in the cup is poured on the shirt of a guy in front of the girl and then she becomes laughing. So, H&M tells us that they care about everything, especially the stuff that should be recycled.

So who are the people we see in HM Commercial?
The following segment is called Conscious Progressives. age 18-30.
Conscious progressives are open-minded and intellectual people. They always search for new information and new impulses in life. They appreciate studying a lot and try to gain knowledge every day. These relate to all aspects of their lives.
Progressives are very grounded segments and have a practical look at life. If they do not feel they must spend money they would not do that. Looking beyond the packaging and see what is the real product. The following segment has the highest percentage of looking at the functionality of a product.

Progressives like dressing commonly like H&M suggest them to do, but a little sophistication must be added to the dressing, something that makes them special.
The following segment likes going abroad and traveling a lot. They are very interested in foreign cultures and lifestyles. Pursuing activities that are not mainstream as being unique and creative is their way of living.

Now when we understood who H&M targets, we can look at their messaging strategy and the direction they take in archetypal branding.

Here is a social media post example.

These 2 friends are just having fun during the party. And the photo is taken by surprise. They are 2 girls who like dressing in black during parties just like H&M tells us in the title. What is the psychological style of the following photo? We have an answer to this. H&M is using the tactics of the Everyman brand archetype in archetypal branding. What is that?

• The desire of the archetype is to connect with others.
• The goal is to belong, to fit in.
• The strategy is to develop common touches, solid virtues.

Many brands like Budweiser and Chevrolet use Everyman brand archetype in their branding tactics.

Everyman archetype could be a perfect identity for a brand if

• A product help people to belong or feel that they belong.
• A product that has a function that is used every day.
• A product or service that is sold by down-home organizational culture.

Here are several facts about H&m.

1. Originally the name was generated from hunting and fishing store.
2. When a new store of H&M opens, the employees perform a choreographed dance for the press.
3. There are 12 members on the board of H&M, 7 of them are women.
4. H&M is present in 62 countries with more than 4500 stores.

Now it is time to discuss the targeting tactics of Burberry.

Here is one of the latest commercials of Burberry. Young people are dancing around.
“What is Love?” This is the headline of the commercial. Everybody is searching for love in here and want to be loved. Just dancing and staring at the camera. Who does Burberry target here? Who are these people?

The following segment of people is called Peacocks (aged 18-32).
Peacocks are a very self-focused segment who like to stand out in the crowd. This is their main wish in life and it is reflected in the places they go, the people, they meet, and the clothes they wear. They want to be perceived as very confident people and a lot of them want to start their businesses one day.
In reality, they are very insecure and self-confidence is more accessory than a real thing. They like keeping an everyday routine and find that if they fail, he/she must keep trying until the end. They are a little mail dominant segment and respect mucho attitudes. They pursue a few activities where they can shine as success is very important to them.
Peackoks buy brands to stand out and also the ones that fit their personality, these are more flashy clothes. They are looking for the best deals, and like buying the best quality products. If they find a brand that is good they would stick to it. But in reality, they are not brand loyal. Peackocs get inspired by magazines, the latest trends, Tv shows, and music clips. They like following their beloved artists’ styles.

16 Personalities (what is for your business?)

Examining the “BURBERRY” brand, you notice how much their marketers have studied and revealed their buyer persona, don’t you? Speaking of buyer persona, it’s the Peacock.

Peacock is one of the residents of the existing group of 16 personality segments, which surely includes the most active character among young people, 18-32 years old. What are the peculiarities of Peacock, where should be paid special attention to when we target them as buyer persona ․

— The most interesting feature of these people is that they always follow the trends of the modern world, and strive to become the leader of those trends, for example, to become the most successful businessman, football player, rapper, or the richest person in their camp. They are very talented, but at the same time they are very lazy, the descriptions of all the other characteristics are included in the book “16 Personalities”.

– What other brands do the Peacocks like?

– Which factors influence their purchase decision?

– How to win the hearts of the latter, especially with what marketing tools, using which platforms (TV, Radio, Internet marketing, Billboard, Events, etc.)

– What keywords should be used in digital messaging of communication platforms so that all our communications and web content is engaging for Peacock?

And now imagine for a moment that in the book “16 Personalities” you will find not only all the secrets about Peacocks, but also about all 16 existing types of customers.

 If you are a marketer or business owner, by reading this book you will finally find your product or service, the real buyer persona of your brand.

 Here is the link image of the book “16 Personalities” (ebook version) below, which I called Brand and Bayer Persona’s love story. Really, when your brand finally finds and recognizes its real favorite, Ideal Bayer Persona, they fall in love. They live happily for many years. It ‘s like marriage, helping your brand find its ideal buyer persona with your new knowledge, which will give you the book called “16 Personalities”.

Here is an Instagram post example of Burberry.

Now when we know exactly what kind of customer segment Burberry targets, it is time to look upon the messaging tactics of the brand. Their Instagram is full of trendy looks and appearances. Girls and boys who are chic and flashy. The following girl is very self-confident with elegant silhouette. What kind of branding tactics does Burberry implement?
The following way of branding is called the Ruler brand archetype in archetypal branding.

What is the Ruler brand archetype?

• The desire of the archetype is to control.
• The goal is creating a prosperous community or group and family.
• The strategy of the archetype is exerting leadership.

Famous brands like Mercedes-Benz and American Express have the Ruler brand archetype.

The ruler brand archetype could be a perfect fit for your brand if

• You have a high-status product to enhance their power.
• Your product makes people more organized.
• If your product or service offers a lifetime guarantee.

Here are several interesting facts about Burberry.

1. The brand was founded by Thomas Burberry who invented gabardine in 1879.
2. Ceo Christopher renamed Burberry as Burberry London and faced severe opposition.
3. Burberry has 4 brands; Burberry Prorsum, Burberry London, Burberry Brit, and Burberry Sport.
4. Burberry logo was created in 1951.
5. George Mallory was clad in a Burberry gabardine jacket during his unfortunate effort to climb Mount Everest in 1924.

We examined just some targeting strategies implemented by these famous brands. Explore and find out more information about branding, targeting and marketing strategies in Thesocialgrabber.com. Thank you!

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