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The Digital Brand Identity of Fast-Fashion Brand Zara. A Case Study

The Digital Brand Identity of Fast-Fashion Brand Zara. A Case Study AbstractThe research presented in this paper examined the structure and consistency of the digital brand identity of the fast-fashion brand Zara. The research was based on the content analysis of Zara’s brand page, the website of Zara’s owner Inditex, and Zara’s Instagram page. The analysis of Zara’s digital brand identity was divided into two parts: on the one hand, the communicative aspects of the brand site and the Instagram page were examined to verify the conditions of the digital brand experience, and, on the other hand, the structure and consistency of the brand identity on all three digital platforms were considered. Among the brand identity elements, mission, values, personality, and offers were present on all three digital platforms, while the competence element was mostly absent. This gap calls into question the credibility of the brand identity, which in turn makes it difficult for Zara to become a strong brand. Zara’s digital brand identity has proven to be consistent towards customers but incomplete towards employees and other stakeholders. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Acta Universitatis Sapientiae Social Analysis de Gruyter

The Digital Brand Identity of Fast-Fashion Brand Zara. A Case Study

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Publisher
de Gruyter
Copyright
© 2022 Gyöngyvér Erika Tőkés, published by Sciendo
eISSN
2248-0854
DOI
10.2478/aussoc-2022-0007
Publisher site
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Abstract

AbstractThe research presented in this paper examined the structure and consistency of the digital brand identity of the fast-fashion brand Zara. The research was based on the content analysis of Zara’s brand page, the website of Zara’s owner Inditex, and Zara’s Instagram page. The analysis of Zara’s digital brand identity was divided into two parts: on the one hand, the communicative aspects of the brand site and the Instagram page were examined to verify the conditions of the digital brand experience, and, on the other hand, the structure and consistency of the brand identity on all three digital platforms were considered. Among the brand identity elements, mission, values, personality, and offers were present on all three digital platforms, while the competence element was mostly absent. This gap calls into question the credibility of the brand identity, which in turn makes it difficult for Zara to become a strong brand. Zara’s digital brand identity has proven to be consistent towards customers but incomplete towards employees and other stakeholders.

Journal

Acta Universitatis Sapientiae Social Analysis – de Gruyter

Published: Nov 1, 2022

Keywords: Zara; fast fashion; brand identity; corporate website; brand page; Instagram page

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