ZARA vs. H&M, BMS model

Although ZARA and H&M are both in the fast fashion industry, the perception of ZARA and H&M are different. To understand the differences between these two global brands, we use BMS models to analyze.

Stage 1: awareness & quality

H&M and ZARA both dedicate in fast fashion industry, selling stylish clothing worldwide. They both have high brand awareness, spreading fast and winning great recognition. Considering their fashionable design and the low price, the quality is good. Consumers can own those fashionable items and dress themselves as super stars without spending much budget.

Stage 2:

A)   Differentiation

Although ZARA and H&M are both selling fast fashion clothing, their positions are different. ZARA focuses more on the fashion items like the luxurious brands, for example, LV and CHANEL. ZARA dispatches young designers to participate in those fashion shows and sketch the latest design. Then ZARA can produce those designs by itself with the fastest movement, even in advance of the luxurious brands.

Regarding to H&M, its design style is more for street fashion. Consumers can wear H&M’s clothing in everyday life. H&M also hires designers to create original pieces, and sometimes invites famous designers to collaborate together.

B)    personal relevance & appropriate for consumer

ZARA’s black and white logo symbolizes its cool, individualistic character. ZARA targets on 25-35 years old people, and it provides fashionable clothing which is very suitable for business dressing or elegant party look.

Regarding to H&M, it focus more on young people and teenagers instead. It focuses on 20-35 years old people, providing street fashion. H&M is very close to consumers. It sells not only daily dressing like basic sweaters but also the chic party look.

Stage 3:

A)   social esteem

By the images, websites, communication ways, ZARA creates a cool and fashionable touches to consumers. The images of ZARA always are a person wearing modern clothing standing in front of clean, pure color wall. Without creating situation of wearing ZARA’s clothing, ZARA uses its modern, fashionable products to attract the public. Wearing ZARA is equal to fashion.

In H&M’s communication way, consumers can see people in trendy clothing having fun together. The people in the pictures can be a very normal person like you and me, and that means H&M is suitable for everyone in everyday occasion. Consumers feel comfortable and stylish when they wear H&M.

B)    personal emotional bonds

ZARA gives consumers an emotion that you are the one who is keeping up with the latest fashion. You are unique and superior. However, H&M releases the messages that you can be stylish and popular. With much more atmosphere of happiness and fun, H&M is trendy also friendly. Both of them seize the consumer needs that they want to be as fashionable as the celebrities and want the latest trendy look with best price.