UNIQLO H&M ZARA

Industry: Fashion Retail

Lim Ke Ming CME1909536
 Fashion Retail
Fashion retailing acts as an medium between the manufacturers
and customers. It can be defined as the process of “buying clothes
from the manufacturer and selling them to the customers”.

Uniqlo Co., Ltd. is a H&M is a Zara SA is

Japanese casual wear Swedish multinational a Spanish apparel retailer
designer, manufacturer clothing-retail company based in Arteixo in Galicia.
and retailer. known for its fast- The company specializes
The company is a wholly fashion clothing for men, in fast fashion, and
owned subsidiary of Fast women, teenagers and products include clothing,
Retailing Co., Ltd. children. accessories, shoes,
swimwear, beauty, and
perfumes.
 Homepage

 These 3 websites advertise their

products and logos on the homepages.
 These actions could left strong
impression and attraction to the
audiences.
Analysis of Tab Content
1. UNIQLO
The viewers can click the icons to find out
more information or login their account

Categories
The customer can choose the
items according to their needs.

Prices.

A large picture of its

products placed front
to attract the viewers.

The viewers also can scroll down to

the end of the page to look for more
information.
1. UNIQLO
Categories

UNIQLO provided the

pictures of models with its
new products.

White background
webpage make contrast to
the product, so the
customers will get attention
from it.

UNIQLO also listed

the information of
the products
including name
and price.
 1. UNIQLO
Help
 Ask question through chat format.
 Customer can ask questions in all time.
 The system will answer the question
immediately.
 Better ask some simple questions on
Chatbot.

If the customer has a complicated

problem that the Chatbot cannot solve,
he/she can ask the question through
email. However, it may take some time to
answer the question.
 1. UNIQLO
Store Location

It will show all the UNIQLO

store in a certain region.

UNIQLO provided a list of

country to their customer

The customers could find some useful

after enter the page:
 Google Map
 Telephone Number
 Address
 Operating Hours
2. H&M

Categories
The viewers can straightly look for the
products they want.
H&M provided E-magazines to their customer,
so the customers could know the latest news
after read through it.
The variety of tools can help the
customer, if they look for further
information.

Another way to find out more information:

 Find a store
 Career at H&M
 Press
2. H&M
Categories & Magazines

 Leave a strong
impression to the viewers
with the front image.
 Products for both gender
and kids are categorized
nicely.
 Prices and name of the
products are provided.
 High contrast for the text
on the image.
 2. H&M
Customer Services (Help)

H&M provided some services to their customers: H&M did not has such system to answer the
- Delivery question from customer in all time. The
- Payments customers have to email them in their
- Returns operating hours. It will waste the time of
- “Contact Us” customers, if there is only a simple question
asked.
2. H&M
Find a Store

Customers can change

the country to their
located country.

Customers can type in the

region where they are searching
for.

Too much of excessive

space.

Google Maps
3. ZARA
Categories
ZARA categorized their products
to make more easier for their
customer to go through the web
page.

News about how ZARA makes

their products more sustainable.

Low contrast for text on the

image. The customers may not
see the texts.

Further information provided to

the customers.

Accessibility Tool
2. ZARA
Categories
Design of each webpages
are not the same. It might
confused the viewers.

The font size of some texts

are not big enough for
the viewers to see.

The size of the images

are not appropriate.

The name and prices

of the product cannot
see in one view.
 3. ZARA
Help

Services provided to
the customer:
 Shipping
 Exchanges and
Too much of Returns
excessive space  Payment
may not grab  Product
attention from the  Order modifications
customers.  General Information,
etc
 3. ZARA
Contact Us

It may take some time to

answer the question if the
customer asked question
through email and social
media.

Too much of They can answer the

excessive space question through phone
may give negative and chat but must within
impression to the their operating hours.
customers.
Information are not detailed
Eg. Did not mention when
the customers can get the
reply.
3. ZARA
Stores

Country

Customers can type

in the place they
are looking for.

Did not use up

the empty
space.

Useful information of the store:

 Google Map
 Telephone Number
 Address
Primary Audience
1. UNIQLO
 Gender: Male and Female
 Age: 18-50
 Education: From Secondary Education to Tertiary Education
 Personal Characteristic:
- Looking for affordable and high-quality clothing
- Looking for trendy clothes which are casual and laidback
- Finding a job
- Like online shopping
 Cultural Background: All cultural
 Readers’ attitude toward the subject: Positive
 Reader’s expectation about the document: Detailed information
2. H&M
 Gender: Male and Female
 Age: 18-45
 Education: From Secondary Education to Tertiary Education
 Personal Characteristic:
- Looking for high fashion at low prices
- Want to follow trend and are very up-to-date
- Finding a job
- Like online shopping
 Cultural Background: All cultural
 Readers’ attitude toward the subject: Positive
 Reader’s expectation about the document: Detailed information
3. ZARA
 Gender: Male and Female
 Age: 18-45
 Education: From Secondary Education to Tertiary Education
 Personal Characteristic:
- Price-conscious
- Highly sensitive to the latest fashion trend
- Find a job
- Like online shopping
 Cultural Background: All Cultural
 Readers’ attitude toward the subject: Positive
 Reader’s expectation about the document: Detailed information
 Rhetorical Appeals
1. UNIQLO
Ethos
UNIQLO is committed to ethical
sourcing of materials for their clothes.
UNIQLO made efforts to be more
sustainable in the cotton production. It
had collaborated with BCI (Better
Cotton Initiative).
Pathos
UNIQLO also collaborated with the
artists for new products. Those artists will
using scrawled texts, diagrams, lists,
charts and images to address
everyday pathos of adulthood.
 2. H&M
Ethos
H&M had received several awards as
a result of their sustainability efforts. For
instance, H&M was in Top 5 of Fashion
Revolution’s Fashion Transparency
Index with a score of 55%
Logos
In H&M E-magazines, the viewers can
read through the messages and see
the collocation example to know the
latest fashion trends.
 3. ZARA
Ethos
ZARA work with the Canopy NGO and
other companies to respect protected
forest in the process of production for
rayon and viscose. In 2020, ZARA’s
products will not contain fibers from
protected forest.
Logos
ZARA had stated out the some data in
annual report for their customers. So, the
customers can understand more about
how ZARA operate.
 5. Which is the Best?
UNIQLO H&M ZARA

Homepage Impressive Attractive Attractive

Colorful and Low contrast for text on

Webpage Design Simple but informative
Informative image
Products has Products has Products has
Categories
categorized attentive categorized attentive categorized attentive
Useful and easy to Must contact within Must contact within
Help
contact operating hour operating hour

Information other than Information other than Information other than

Store Location
address are given address are not given address are given

Information Sufficient Sufficient Sufficient

Rhetorical Appeals Ethos, Pathos Ethos, Logos Ethos, Logos

 UNIQLO does the best job of presenting the information its target audience is
likely to need