Kan en H & M och en Zarakund vara samma kund? – En undersökning i två europeiska städer.

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The struggle for the customer has become a priority for the fashion industries considering that it is the customers’ willing to shop that guarantees their continuous survival on today’s competitive market. To keep the customer happy and satisfied, should be their priority as this leads to an economic advantage since the customer becomes the companies strongest allay with help of the so called “word of mouth” effect. The positive response is then transmitted from the customer, acting as a spokes- person for the company. It is therefore in the company’s interest to investigate and find out the actual attitudes and opinions so that the company may become more customer oriented and competitive. Zara and H & M are today two big fashion industries with similar products, price friendly and accessible fashion clothes. They act on the same market and their latest annual reports place the two companies as leaders in their business. By performing a quality and quantity interview investigation with the above mentioned companies customers I will display the actual attitudes and opinions of these customers in Gothenburg and Madrid with the purpose to answer the reports question may an H & M customer and Zara customer be the same customer? The results of the investigation show that there are some general similarities and differences among the areas, price and design. Zara customers see the company as “middle class” and “sophisticated” while H & M customers think of the company’s garments as “cheap” and “youthful”. The answer to this reports lead question with the analyzing of the empirical material and information reveals that there is a better possibility that a Za...