1.

How Zara creates memorable brand experiences for its customers

Zara creates experiences for its customers based on the setting and decoration of its
stores. They establish a pleasant space for fashion lovers to spend time inside the
stores. Factors such as smell, lighting and music are important to make these
experiences unforgettable.

2. What is the role of the different brands within Inditex's strategy, what is the
strategy of each of the brands, the target and their differentiation.

The role of the different brands within Inditex's strategy is to achieve a monopoly in
which whatever brand people buy is from the same company. Not having competition
makes it easier for them to promote and differentiate themselves. Its strategy involves
the exploitation of its concept and its presence on main streets and shopping centers
makes it largely recognized.

BRAND TARGET DIFFERENTIATION

Zara all different ages and Specific and classic styles.
cultures Global fashion concept.

The smell, the music, the

Pull & Bear youthful and carefree,
between 14 and 30 years
old
lights, everything was
carefully thought out to give
us a pleasant experience in
the store, impacting all the
senses.
creative installations,
usually made from recycled
objects, with the main
objective of creating a
comfortable space where
young clients can enjoy
spending time

Bershka Aimed mainly at the
younger female audience.
Also men's clothing
although to a lesser extent.
Stradivarius young men and women
urban style
Its stores have the purpose
of creating a meeting point
where customers can find
street fashion, music and
art.
the environment is made
exactly for that: loud music,
strong smells

The goal is for them to see

the products, try them and
buy them quickly
 Massimo Dutti Premium, sober and
represents the elegant and
universal style of today's
cosmopolitan men and
women.
The collections range from
the most sophisticated looks
to the most casual ones.

upper middle class

Oysho different product lines, such
as lingerie, sportswear,
sleepwear and beachwear
Uterqüe More luxuries From clothing to footwear
and luxury accessories

minimalist and exclusive

Zara Home home collections

competitive prices
Lefties for all ages latest fashion trends at
affordable prices

3. What is Zara's process for getting to know their customers, how do they anticipate
their desires and expectations?

The process to know your customers begins with market segmentation, seeking
differentiation in each group. In addition to following fashion trends and being one step
ahead of their buyers.

4. What is Zara's relationship with its customers, what are the factors that make
customers return to its stores.

Zara's relationship with its customers is good and direct, the company tries to know how
the majority of its customers think and what they look for in a company like them in order
to satisfy their needs and provide added value based on a good customer experience.
buys. In addition, they try to communicate and convey that they are a company
specifically for young people, that these spaces have been made for them.

The factors that keep your customers coming back are mainly communication and the
shopping experience.

5. What is Zara's communication strategy, how does Zara generate brand

recognition?

Zara's communication strategy is to use its windows in the most optimal way in order to
attract more customers. These present the best products from the stores and are
renewed and updated as new products arrive. In addition to these, the communication of
 the company's employees with customers is always sought to be fluid and as friendly as
possible in order to generate a pleasant atmosphere so that buyers want to return.

6. What is the role of the point of sale within the Zara brand strategy.

The point of sale within your strategy plays an important role since it develops
experiences for customers. From the way they present the products, the lighting, the
setting, the music, the order of the objects, and the customer service, they make it a
positive experience and make them want to return. In addition, inside the stores it is
easier to recognize the clothes that are in fashion trends.

7. Why employees are important in the experience generation and communication

process

Employees are important in this process because they are the ones who keep the store
in order and help customers choose the clothes in which they feel best. This is part of
the experience because it shows that the company cares about its customers and is
attentive to listening to them. In addition to the fact that employees are also part of the
client-company communication, with the feedback they give, the company can recognize
whether a good or bad experience is being achieved.

8. What is the contribution of the logistics model in generating experiences of the

Zara brand?

The contribution of the logistics model in generating experiences is that the company
always tries to make its deliveries on time. In addition, it has installed chips on the labels
of its products in order to track them since this way they can locate the garments. In
addition, the company can shorten the lifespan of its products because fashion trends
are variants and with this, withdraw the garments from the market or even enter new
ones into it.

9. What have been the factors that have contributed the most to growing the value of
the brand?

Control the entire process (design, manufacturing, distribution and sale) to permanently
approach customer demand. This process allows them to make agile decisions about
the clothing assortment.

Stores have the ability to decide the assortment of clothing and its permanent adaptation
to the tastes of their customers. The flexibility offered by Zara allows it to adapt its
clothing to circumstances as unpredictable as unusual changes in the weather, so its
brand value increases as a result of this competitive advantage.

10. In summary, what are Zara's success factors?

1. Very high turnover of products.

2. Generation of an experience in physical stores.
3. Adaptation of new technologies in their spaces.