Trendy & Stylish, but What About Human Rights? The Unconscious Brand Associations of H&M and Zara.

From the catwalk to the wardrobe: fashion is everywhere. But what lies behind the facades of fast-fashion giants like H&M and Zara? It's not just about the latest trends or the fit of a coat. Unconscious associations also play a role in choosing where we spend our euros on a new outfit. But what exactly are these unconscious associations?

We set out to uncover the hidden story behind two of the world's largest fashion houses: H&M and Zara. The results provide insight into the image these brands unconsciously carry.

From Brand Association to Checkout

In the world of fast fashion, brand associations are the silent forces that unconsciously guide us to the checkout. They are built on campaigns, customer service, and the image a company projects. Understanding these associations is crucial, and Brand Asset Research helps reveal how they shape consumer perception. But how are H&M and Zara perceived in the minds of their buyers?

The Battle of Fashion Brands

Research by Unravel looked into the unconscious brand associations of the average consumer with H&M and Zara. The results can be found below.

Respect for Human Rights?

Perhaps not very surprising, the research reveals that both H&M and Zara struggle with their image regarding respect for human rights. Although H&M scores slightly better than Zara, it is clear that both brands find it difficult to form a positive image around this critical theme.

This shows that consumers are aware of the challenges in the fashion industry. Zara, which scores even lower than H&M, is viewed more critically in this area.

Trendy: The Spirit of H&M

H&M takes the crown for the trendiest fashion chain of the two. H&M's strength seems to lie in quickly translating catwalk trends into wearable fashion that is accessible to a broad audience. The youthful energy the brand exudes appeals to a generation eager to keep up with the latest fashion.

Quality & Style: Zara

Zara stands out with associations of good quality and stylishness. Apparently, we unconsciously perceive Zara’s clothing as slightly more stylish and of better quality. The average price of Zara is also slightly higher than that of H&M.