In the 21st century, fashion brands determine what society will wear next. However, they also directly define the production of clothes, shoes, gadgets, and accessories. Brands are the benchmark for respectability and success. Every year, world fashion brands influence the trends and relationships between people in various social groups.

Fashion brands did not gain their authority and fame at once. Behind every popular brand, there are years of hard work and many ups and downs. No brand has yet conquered its target audience immediately after its formation. However, this hard-earned credibility keeps fashion brands among the leading legends even in times of crisis and falling profit margins.

One of these brands is ZARA. Founded in 1974, ZARA is a well-known SPA brand that is a subsidiary of the global fashion group Inditex. Furthermore, it is one of the most profitable companies in the fast fashion industry. 


  • Remarkably, 74.42% of the respondents have heard about the fashion store ZARA.
  • 33% of the participants noted that they spend less than $30 at ZARA while 21.06% spend less than $50.
  • The majority of female respondents (34.58%) say they mostly purchase jumpers or overshirts at ZARA. Similarly, 30.99% of males also prefer jumpers or jackets
  • The survey results revealed that 42.10% shop at ZARA because of the quality of their products. Also, 48.25% believe that the clothes wouldn’t get damaged even when washed.
  • Furthermore, 33.19% were highly satisfied with the staff’s attitude at ZARA.
  • Product designs have very much changed over the past years said 33.53%. Likewise, ZARA’s success is a result of the efficient system that maximized speed.

74.42% Know About ZARA Making It a Popular Store Across the Globe

Results on the Real Research online survey application revealed that 74.42% of the respondents have heard about ZARA stores. This shows that ZARA is a well-known store worldwide. However, results on the RR online survey application also show that a lesser percentage (25.58%)  have never heard of ZARA.

Real Research ZARA shopping Experience Survey Insights
Figure 1: Results showing the percentage of people that have heard of ZARA

56.58% of the survey participants went on further to state that they have visited the store. Regardless, the results on the RR online survey application also displayed that 43.42% have never visited the ZARA store.

The Majority of People Spend Less Than $30 When Shopping

More than 50% have ZARA’s store shopping experience as they have once visited the store. Knowing that people’s budgets differ, Real Research went on to ask how much do the respondents spend when they shop at ZARA? Comprising of the majority, 33% responded that they spend less than $30.

Real Research ZARA shopping Experience Survey Insights
Figure 2: Only 1.90% spend $200 or more when shopping at ZARA

Following then is 21.06% of respondents stating that they spend less than $50. 13.92% expressed that they spend less than $100. Moving on, 6.65% spend less than $150 while 3.51% spend less than $200. While enjoying ZARA’s store shopping experience 1.90% noted that they spend $200 or more.

Females Mostly Purchase Jumpers and Overtshirts

Consumer behavior includes variety-seeking from people when purchasing products. Real Research asked the question ‘if you are a female, what type of item have you mostly purchased at a ZARA store?’ Out of the various options, the larger percentage (34.58%) of female respondents said they purchase mostly jumpers or overshirts.

Additionally, the differences that exist between brands influence consumer behavior. Some respondents believe that ZARA has the best blazers. Therefore, 18.62% noted that they mostly purchase blazers at the ZARA store.

Real Research ZARA shopping Experience Survey Insights
Figure 3: Females mostly purchase Jumpers or Overshirts at ZARA

10.48% said that they mostly purchase vests. After that, 7.94% said that they mostly purchase a one-piece dress. As part of keeping up with consumer behavior, ZARA offers many product items, hence, people go there to shop for various products.

Without much differences from females, the male respondents also gave answers to what they mostly shop for at ZARA. 30.99% noted that they mostly shop jackets or jumpers. In line with this, 20.13% mostly purchase coats or trench coats. 13.71% further went on to state that they purchase blazers while 5.27% said vests,  and finally, 3.22% noted knitwear or cardigans.

Furthermore 4.06% mostly get shirts (overshirts, t-shirts).

ZARA Stores Offer Quality Products, Says 42.10% of the Survey Participants

Most consumers prefer shopping at stores where they can acquire quality products. The ZARA brand image is also built on providing quality products for clients. As a result,  42.10% said the biggest reason why they purchase items at the ZARA store is because of good quality compared to the item’s price.

Real Research ZARA shopping Experience Survey Insights
Figure 4: ZARA stores offer good quality compared to the items’ price

Interestingly, 22.51% stated that their biggest reason for shopping at ZARA is because of great designs. Also in a bid to maintain the ZARA brand image the store offers its customers new trending products. Thus, 10.51% said the speedy launch of new products was the biggest reason they purchased items at ZARA.

Through the Real Research online survey application, respondents were asked if you have purchased clothes from a ZARA store, what did you expect from those products. 48.25% acknowledged that they believed they wouldn’t be damaged even when they get washed. 23.09% said ‘I believed that their needlework and other related qualities to be excellent’.

Furthermore, 7.56 noted that they believe that they could wear them for a long time, while 1.87% said ‘I believed that their design was excellent and I wouldn’t be out of style.’ This shows that the consistency in quality has helped build the ZARA brand image.

Nearly 35% are Highly Satisfied With the Staff’s Attitude at ZARA

Answering questions regarding ZARA store customers’ satisfaction level, 33.19% of the respondents said they are highly satisfied by the staff’s attitude. 20.90% said that they are somewhat satisfied.  Meanwhile, 17.39% of the respondents answered with ‘neutral’.

On another note, while responding to ZARA store customers’ satisfaction level questions, 7.28% said that they were somewhat unsatisfied. More so, only 3.58% noted that they were highly unsatisfied.

Real Research ZARA shopping Experience Survey Insights
Figure 5: Most respondents are highly satisfied with the staff’s attitude at ZARA

To round up the questions about ZARA store customers’ satisfaction level, the survey asked about the staff’s service speed in catering to their needs. 27.33% expressed that the speed was very much fast. 22.51% noted that the staff was somewhat fast. 17.34% said there were neutral, 8.80% said not so much, and 5.39% said not at all.

Real Research survey asked those with ZARA’s store shopping experience on the biggest advantage of the store in regards to the decor.

The top three biggest advantages are — sophisticated and modern design (38.20%), efficient use of space that allows customers to easily search for items (30.39%), and the exterior of the store (banners, etc). These, in particular, are the factors that seem to be influencing customers into entering ZARA stores.

What is the biggest advantage of a ZARA store concerning its physical location? 45.54% noted that there are sufficient bus stations and subway stations near the store. 22.01% say the store offers sufficient parking spaces. Moreover, 8.99% state that the store can be easily spotted.

ZARA Success Emanates From an Efficient System That Maximized Speed

33.53% believe that ZARA’s product designs have greatly changed over the past year. So what is the biggest factor that allowed ZARA’s success?

Real Research ZARA shopping Experience Survey Insights
Figure 6: Factors that contributed to ZARA’s success

39.38% of the respondents believe that ZARA’s success is a result of the efficient system that maximized speed. This increased the ZARA brand customer satisfaction level. More so, 30.59% noted that the head office’s thorough management led to ZARA’s success.

6.95% expressed that predicting customer needs and product planning based on data is the reason for ZARA’s success. All these factors have led to the rise of ZARA brand customer satisfaction level, hence, leading to its success. Additionally, 33.53% noted that ZARA’s product designs have changed over the past years.

To sum up the results, ZARA is one of the best-known global fashion brands, with more than 2,000 stores around the world. This reinforces the reason why a lot of respondents have heard about the store. With over 40% stating that they shop at ZARA because of quality, this shows that ZARA has relatively good quality goods. Therefore, the store has managed to build a good ZARA brand image across the globe.


Survey TitleSurvey on ZARA’s Brand Image and Store Customers’ Satisfaction Level
DurationMay 11 – 18, 2021
Number of Participants250,000
DemographicsMales and females, aged 21 to 99
Participating Countries Afghanistan, Albania, Algeria, American Samoa, Andorra, Angola, Antarctica, Antigua and Barbuda, Argentina, Armenia, Australia, Austria, AzerbaijanBahrain, Bangladesh, Belarus, Belgium, Benin, Bermuda, Bhutan, Bolivia, Bosnia and Herzegovina, Brazil, British Indian Ocean Territory, Brunei, Bulgaria, Burkina Faso, Cambodia, Cameroon, Canada, Chile, China, China (Hong-kong), China (Macao), China (Taiwan), Colombia, Costa Rica, Croatia, Czech Republic, Democratic Republic of the Congo, Ecuador, Egypt, El Salvador, Equatorial Guinea, Estonia, Ethiopia, Finland, France, Gabon, Gambia, Georgia, Germany, Ghana, Greece, Grenada, Guatemala, Guinea, Haiti, Honduras, Hungary, India, Indonesia, Iraq, Ireland, Israel, Italy, Ivory Coast, Japan, Jordan, Kenya, Kuwait, Kyrgyzstan, Laos, Latvia, Lebanon, Libya, Lithuania, Luxembourg, Macedonia, Madagascar, Malawi, Malaysia, Maldives, Mali, Mauritania, Mexico, Moldova, Mongolia, Morocco, Mozambique, Myanmar [Burma], Namibia, Nepal, Netherlands, New Zealand, Nicaragua, Nigeria, North Korea, Norway, Oman, Pakistan, Palestine, Panama, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Rwanda, Saudi Arabia, Senegal, Serbia, Sierra Leone, Singapore, Slovakia, Slovenia, Somalia, South Africa, South Korea, Spain, Sri Lanka, Swaziland, Sweden, Tajikistan, Tanzania, Thailand, Togo, Tunisia, Turkey, Turkmenistan, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States, Uruguay, Uzbekistan, Venezuela, Vietnam, Yemen, Zambia, Zimbabwe.

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