Consumer profile
Age : 26 year old Gender : Female Behaviour : Stylish and Fashionable girl Purpose to buy : Business interview Product to buy : Blazer
Research
Awareness Doing
1.
: Search as “blazer”
Decision
Pre-purchase
1. Search for competitors’ products compare - price, design, quality
Zara appears as top 3
Social media
SEARCH
LOG IN
HELP
0
After-sale service
1. Queue for the payment
ZARA INDITEX
Delivery fees - £ 1.95 Waiting Times - 2-3 days
3. Use “Store Mode” “ Pick and Find” 2. View Zara website and explore details
2. Check options and make a decision based on colour, design and price.
-Search items online and save in lists -Search nearest store’s location -Check favourite blazers’ location and availability
2. Choose checkout at counter or self-checkout Payment Options
ZARA’s resale market with Pre-Owned service Resell Donate
Check if there has a discount or not
Repair
Word of mouth Search “Double Breasted Blazers” Filter : Grey/ Beige, Khaki, Camel
Feeling
Post-purchase
2. Check online purchase
Zara: Price Quality
3000 stores
1. Download app and create Zara account
Purchase
3. Read about customer reviews on Trustpilot and social media
“ Pick and Try”
48% off (£35.99)
£79.99
£59.99
?
-Book a slot for fitting room -Receive notification when the room is available
3. Save as e-receipt through the scan at the checkout counter
Fitting Room
Send as email & Save on application
Oh No!
Thinking Whenever I go shopping, I recognise Zara stores with iconic decorations. My friends suggested me Zara has classic and cutting-edge blazers.
Encountered a lot of posts and contents about Zara clothes on social media..
The worst website ever: difficult to understand and check the products. There also does not have product review section.
Zara's double breasted blazer is unique and stylish; even the ditches of Cambridge wear it. I love their design and pattern.
There have many negative comments about shipping, order accurancy, inconsistant sizing and fit on social media. I have to be careful of these issues.
Compared to other brands, Zara's blazer designs are more superior, fashionable and elegant so I decided to buy from Zara.
I want a basic colour and a classic style that I could wear to my interview and on a daily basis. I am torn between these three blazers as their design, pattern and colours are my favourite. That is wonderful. I just realise that my favourite blazer is on discounted list. As that only costs £39.99, I have to buy it.
I cannot get free delivery as it is a sale item. Moreover, if I refund the product, the return fee is £1.95. :( It is costly if I return. :) However, It is a sustainable solution for the environment to reduce reckless customer orders. There are only a few stocks left and only a “small” size is available. I will be disappointed if I do not get it. Zara “Store Mode” on application is awesome, I can check size and product availability. I am happy that I don’t have to queue for fitting room. It fits me really well. Also,The quality, texture, design encourage me to buy it.
Amazing in-store customer experience. There are a lot of eye-catching new-style clothes with fair prices and high quality.
It is so frustating there is long queue for payments.
I do not have to be concerned about losing the receipt as I can save it on Zara’s application.
Satisfied with quality and sizing as I tried in-store. I will not refund this product.
Pre-owned service makes me feel proud as I can repair my blazer after purchase. It also adds value to my clothes.
Fast-fashion brand with great environmental responsibility.
However, I will feel worried about sizing if I buy next time as I cannot come to store frequently. I wish it will be more true to size in future.