However, defining the success of window display is still difficult and complex because there are too many segments need to be taken care. Effective window displays can not only promote the products but also extend the brand image. Morgan (2011) mentions that the good window display can not only increase the sales but also can build a good brand image in long-run. Furthermore, there...
... middle of paper ...
...ame period of 2012. (Inditex, 2012) The solid growth from Zara shows that Zara is successful in building its own brand identity. The high degree of recognition of Zara makes people choose Zara instead of other brand. One of customers who are interviewed said: “Zara is the name naturally came into my mind when I want to go shopping. It just came.”
To sum up, window display is a significant way to promote the brand image and seasonal products in the highly-competitive fashion industry. As a typical successful retailer brand, the distinct brand identity of Zara is one of the most important factors to be outstanding comparing to other brand. Zara clearly understand its brand image according to its market positioning strategy and target customers through using the props, colours and themes to create a suitable space that the impression of Zara want to be given to people.
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