Open Access

The Digital Brand Identity of Fast-Fashion Brand Zara. A Case Study


The research presented in this paper examined the structure and consistency of the digital brand identity of the fast-fashion brand Zara. The research was based on the content analysis of Zara’s brand page, the website of Zara’s owner Inditex, and Zara’s Instagram page. The analysis of Zara’s digital brand identity was divided into two parts: on the one hand, the communicative aspects of the brand site and the Instagram page were examined to verify the conditions of the digital brand experience, and, on the other hand, the structure and consistency of the brand identity on all three digital platforms were considered. Among the brand identity elements, mission, values, personality, and offers were present on all three digital platforms, while the competence element was mostly absent. This gap calls into question the credibility of the brand identity, which in turn makes it difficult for Zara to become a strong brand. Zara’s digital brand identity has proven to be consistent towards customers but incomplete towards employees and other stakeholders.