CONSUMER BEHAVIOUR

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

BUSINESS FOR FASHION
Submitted by : KHYATI
 SPECIALITY
H&M ZARA

H&M For Zara,

is a design and reacting to consumer
trends and
low cost provider
designing trends at affordable
that can reach markets price
with low prices. is the most important.
 Their CUSTOMER
H&M
ZARA

• Fashionable and Trendy • Young

• Follow the trends without
investing a lot of money.
Main Target is :
• Younger people
• Specially Females (woman in the lower
middle class and working class)
• Price-conscious
• Highly sensitive to the latest
fashion trends
• Girls with a appetite to wear what’s
new, chic and straight off the runway
 H&M ZARA
Fashion at low price Latest Trend and Designs
 Presence
H&M
They have a strong PHYSICAL
stores presence.
34 outlets now.
The retailer plans to open
50 stores in India by 2020 with an
investment of Rs 700 crore.
ZARA
They have a strong online
presence.
THEY POST A LOT.
• Zara has almost only about
20 stores all over in India.
• ZARA send relevant and timely emails, sms
notification to shoppers regarding everything
from order status updates to back in stock
notifications, and so on.
 H&M
They focus on the look of their stores.
Their stores are always tidy as they have
zero tolerance on ‘garment litter’.
So, they encourage their staff to tidy
while moving about the store.
This attract the customers to stores and
make the store presentable.
ZARA
Zara has social media profiles on
Facebook, Twitter, Instagram, YouTube,
Pinterest, and LinkedIn.
It’s the most successful fashion retail
brands on FACEBOOK with 26.4 million
followers.
Zara’s Facebook page mostly showcases
their latest collections.
ZARA
Zara upload short one minute videos are
catalogues introducing their new merchandize.
H&M (has well lit stores) ZARA (stores are comparatively less lit)
 H&M
• They make it easier for the customers to shop by hanging products on
rails and providing enough room to review, retrieve and replace an
item.

• Their garments are Price, size and color blocked.

It brings efficiency in the store and make it easy for the customers to find
the product
 Visual Merchandising
H&M (stores have very strong visual merchandising ) ZARA
 WINDOW DISPLAY
H&M ZARA
 How they keep their Customer Glued to them
H&M
They are consistent with their customer
experience. They consistently
update their
display,
visual merchandise
as well as navigations
to keep their customers hooked.
ZARA
Creating new fashion trends at
the speed of light.
• Zara makes the new product
available to its stores in just
two weeks of launch.
• Zara produces around 12,000
styles per year.
 COLLABORATION
H&M ZARA
• THEY COLLABORATE WITH
CELEBRITIES AND OTHER
BRANDS. • "Celebrities may work for other
brands, not for us,” a Zara
H&M launch on Myntra, the brand
strengthens its strategy by being executive, said in 2007.
available in 42 physical stores. "For us, it's all about speed."
The Campaign features young Bollywood actors such
as Harshvardhan Kapoor, Aditi Rao Hydari, Diana
Penty, Amyra Dastur and Aditya Seal wearing various
products of H&M which will be available on Myntra.
 H&M
COLLABORATION
ZARA
Campaign images from They do not spend money on marketing and instead
the @giambattistavalliparis x @hm collaboratio concentrates on opening new stores instead.
n featuring @kendalljenner and @janhvikapoor
Collaboration of@giambattistavalliparis x @hm
Collection available in selected stores and at hm.com.
Zara has appeared in @-mentions from 13 influencers who
have more than one million followers.
This includes high-profile celebrities.
 Social Causes
H&M ZARA
Zara also managed to stay relevant by
joining the conversation about social causes
 H&M ZARA
• At H&M, they have sales at end of every month. Their sales number cover
the entire range and shop floor.
• Sale begin at the front of the store and migrate towards the back as the
sale progresses.
• ZARA CREATES
ARTIFICIAL SCARCITY

Scarcity in fashion
increases desirability,
which means
shoppers need to buy
quickly as the item
may not be available
next week.