Le blog de Nestore

Zara, technology at the service of the customer experience

Digital and physical: a necessary fusion

The Inditex group brand knew how to anticipate the new requirements of its consumers by making technology a central pillar of its customer experience. To do this, it relies on Omnicanality with click & collect and personalized recommendations on its application. By going beyond the simple purchase and considering each of its customers, Zara offers a complete immersion promoting loyalty. Its application is only an extension of its points of sale, a way of making the brand more present in consumers' daily lives.

Tech at the heart of retail: the example of RFID technologies at Zara

On the logistics side, the brand uses new technologies (such as RFID) to optimize its stocks and facilitate inventories. On the customer side, setting up the reservation of fitting rooms ensures a More serene shopping for its customers. A way to build customer loyalty, by limiting waiting times and frustration. These technologies are put in place to ensure that its customers does not encounter any obstacles in its buying journey due to the frustration of an excessive flow of customers.

Fast fashion and sustainability: Zara's environmental challenges

However, Zara's image is not all white (or all green). Between subcontracting in factories that do not respect the environment or the use of non-sustainable fabrics, the brand is heavily criticized on social networks. To try to regain control over its image, the brand offers CSR actions that directly affect its production chain. This is reflected in the optimization of transport, the use of natural resources and other internal commitments.

In summary, the brand advocates a fast fashion which calls itself “ethical”, which is just waiting to prove itself to the public. The few images and written records published by the brand on this subject leave consumers wanting more. This strategy is not that of everyone: some brands no longer opt for moral commitments, which sometimes lack credibility, but for concrete actions that loudly proclaim their new positioning in the public arena.

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2. H&M, pop up store and second hand for circular fashion

The role of pop-up stores in H&M's CSR commitment

While circularity has become an essential lever for brands, it is no longer enough to adopt it: it is also necessary to reinvent the way it is implemented so that it is part of a coherent and attractive buying journey. H&M is part of These brands that bet on circular fashion. The brand has chosen to carry out marketing operations open to the public to demonstrate this commitment, such as Pre-Loved. These 15 m² spaces are entirely dedicated to second-hand items, from H&M and other brands.

‍With prices ranging from €7.99 to €299, the Pre-Loved concept allows the brand to maintain its accessible positioning. This second-hand model is also available online via Sellpy, an application for reselling fashion items for women. As a way to further increase the impact of this operation, by combining pop up store and digital

Circular fashion and fast fashion: a winning bet?

Despite the good intention of this action, it is perceived as a feeling of deja vu after Kilo Shop entered a shopping center, or of identical concepts at its competitor Pimkie. Instead, we remember the retouching workshops or the H&M rental service which really add value to the customer experience.

These services allow the brand to offer a complete experience, from buying to retouching, including clothing rental. This 360° vision explores all the possibilities offered by circular fashion, strengthening the credibility of these operations.

Ethical fast fashion: H&M's risky bet

The brand is responding to a major challenge: that ofcombining its fast fashion dimension with a credible circular approach, without falling into the redundancy of initiatives already present on the market. A bias that works, but that risks distorting the very essence of the brand.

By dint of moving away from its historical DNA, based on accessibility and rapid trends, H&M could lose consistency and blur its positioning with its customers. Can this transition to a more responsible model be done without compromising the strong identity that made it successful? One thing is certain, the pop up store is the best way to achieve a new positioning.

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The retail of tomorrow: a fusion of digital, fast fashion and sustainability

Fast fashion brands like Zara and H&M are facing a major challenge: rethinking their customer experience while integrating more sustainable and ethical practices. Can these brands really reconcile speed, accessibility, and sustainability without compromising their identity? The answer to this question will undoubtedly determine the future of fast fashion in a world where consumers are increasingly demanding and aware of environmental issues. Meanwhile, brands like Asphalt are doing well, by basing their concept on rational consumption models.

But is it just a fad? To be continued...

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