Fashion Marketing: Contemporary Issues, Second edition - Pr School

Fashion retailer desired and perceived identity 249
Participants felt that Zara’s personnel are well trained and are working
towards the same goal. Moreover, some had impressions that the staff in
stores provide customers with a comfortable and constraint free environment,
this was expressed by one participant:
. . . the staff working in Zara, they seem to be well educated and sort
of immersed in that kind of culture that Zara tries to put forward in the
stores and also the image. Because they don’t really interact much
with the customers, they only come to you if you want something
. . . it’s quite a nice thing because I don’t want the staff to come and
observe me, or ask me all the time whether I’m okay. The staff are
very discretely placed in the stores. I think to me, it’s a big plus . . .
Zara Interviewee no. 1
Products and services
Zara’s clothing quality has been praised by participants. Many of them have
described it as ‘it’s good’, ‘the quality is excellent’ and ‘I think they are proud
of themselves as offering high quality products at a reasonable price’.
Although Zara promotes itself as a clothing retailer who provides fashion
to everyone despite their culture and generation differences (Inditex, 2006), a
few participants felt that some of Zara’s products do not tailor to individual’s
needs, such as sizes, as one explained:
. . . Zara only sells trousers in a certain length and sizes, I’m
quite short, which means whenever I go to Zara and buy a pair of
trousers, I have to add on another ten pounds for shortening the
trousers.
Zara Interviewee no. 4
Participants were satisfied with the customer services in Zara, as put it:
Services, I think it’s excellent, I’ve never had a complaint, and I’ve
never encountered a problem.
Zara Interviewee no. 2
Participants’ opinions accordant with Zara’s desired identity on services as
the company commits itself to customer satisfaction through its employees.
Communications and designs
Zara has a nicely planned store designs and layouts as it indicates on the
website:
The store are designed to create a special atmosphere that will
allow the client to feel the pleasure of buying fashion . . . the key