A description and critical review is given about the Zara fashion app, written by two students of the Amsterdam Fashion Institute: Kiki Bakker and Lena de Ligt.
Through this paper, we will be reviewing the Zara clothing application. As a consequence of our observation, we propose various links between the gathered data and our interpretation. The application enables you to buy men-, women-and children’s-wear, as well as the app proposes news about the brand, Lookbook, Campaign. Zara is a Spanish brand and is part of the fashion giant Inditex. The chain consists of 1160 stores in more than 68 countries. Zara is famous for its extremely fast supply chain and good anticipation of trends. While experiencing a debt crisis, Zara managed to increase the profits with 32 per cent in 2012, good for 944 million euro.
The official Zara app, as we know it nowadays, is launched in 2012. Though Zara also had an application before this one. The previous application was not really well received by the users because it did not enable purchasing (Hoenselaar, 2010). Right from the start the application has been a huge success. According to the chief executive of Zara Pablo Isla, the application has been downloaded more than a million times in less than three months (John 2010).
Based on the research upon other reviews (Google play reviews), the application of Zara is mainly seen as clear, fast and has a well-structured design (Edmonds 2014). The users of the application are in general positive on the buying process; this concerns men as well as women. Remarkably 40% of reviews are written by men (Google Play reviews), so we conclude that the application is not only received well by women, but also by men. The negative comments are mostly technical shortcomings. Some users experience problems by starting the application and while shopping the application recurs back to the home screen. There are a lot of versions of the updates, so it would be logically that they solved the technical problems by renewing the version. Considering the ranking the consumers are very enthusiastic about the Zara app, as shown in the table 15.711 consumers out of the 27.341 rated the app with five stars.
The application is consistent of fifteen categories: New arrivals, Women, TRF, Men, Kids, Mini, Denim, Shoes &Bags, Special Prices, #Zaradaily, Lookbook, Pictures, Bothers & Sisters, Campaign, Gift Card. The application does not really add another category compared to the website. On the website are the exact same categories as the application. We conclude that the main advantage is that you are able to look at the new collections wherever you go. The purpose is mainly buying and inspiring; there are many possibilities to look for outfits for your daily inspiration. Examples of inspiring categories are ‘#Zaradaily’, which enables you to buy the pieces directly.
The categories are frequently updated, the ‘#Zaradaily’ categories even posts new pictures of outfits everyday. The new arrivals are renewed two times a week. The other categories like ‘Lookbook’ or ‘Campaign’ are updated monthly with a new range of 23 pictures of looks for woman, TRF, man, kids and mini.
The design is very basic and consistent. The font is mostly the same, and backgrounds are white or another light colour. The models for the campaign pictures all have a similar hair and make-up style. Furthermore, the app does not contain any ads and it also does not refer to other brands or stores. Because of the well-structured design, we consider the application as very user friendly. Starting on the home screen, the user directly enters the main categories.
There is some reference to cultural icons in de application. In the picture category bloggers, fashion icons, and people who are “in the scene” post a couple of pictures of themselves wearing Zara clothing pieces. These pictures are of great quality because they look very professional considering light use, position and the high amount of pixels. Regarding the functionality of these pictures, Zara does not have to be concerned about the styling and also gains credibility with the consumer. By uploading pictures of ‘real people’ instead of attractive models, the consumer will get the feeling of inclusion.
The application is mostly useful while being on your way. However, the application does not differ from the website at all. Zara could have added special discounts for online shoppers o to gain more exclusivity. Considering that the purposes are purchasing online or just to get inspiration, the application is a success. The main advantage from our perspective is the ability to directly buy the items shown on the pictures. Therefore, the outfits of Zara persist very accessible to the customer. To conclude, we would rate the app as a four out of five.