The brand you are going to dicuss are zara, the brand crisis with zara where they had a campaign picture where two thin models were modeled on the picture and the text was “love your curves”.Cognitive learning disability the models hardly fall into the category of formal models, and the picture has created a debate on social media. And the second brand is dolce&gabbana.Cognitive learning disability D&B china crises they`ve had (search it up) the racist commercial video where a model tried to eat italian food with chopstick without sucess (search it up), where they was a big talk about it on social media and boycot capaign and so on..Cognitive learning disability

1. Write 1 and ½ page about the brand pyramid of samuelsen, peretz and olsen’s version (mention the brand crisis zara and D&B had when writing the pyramide, but mostly write about the pyramid, and come up with some examples occasionally, not too much, because here you will write the theory part, but important that you come with examples that show that you have an understanding of the pyramid)

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In the survey, respondents should answer the question “I always shop at H&M because .. They always have what I am looking for” graded from very disagree to very agree. 78.6% responded that they were either slightly in agreement, agree or very much agree with this claim (appendix 21).Cognitive learning disability we also asked if the respondents could write one thing they associated more with H&M, and many of the answers went precisely to the assortment and their large selection: “large selection”, “everything in a shop”, “varied”, “large assortment”, ” all in one place, “something for everyone”.Cognitive learning disability in relation to brand awareness, we thus see that the gap between brand and customer is very small.

In the association responses to H&M we also found a lot of answers about quality.Cognitive learning disability “affordable clothes, but poor quality”, “good quality”, “cheap but poor quality”, “assorted quality” are just a selection of these. To the greatest extent, the responses to quality were negatively charged.Cognitive learning disability we see from this that the respondents believe that H&M does not live up to its motto, and that there is a large gap between brand and customer.Cognitive learning disability in relation to sustainable development, there is greater correspondence between the parties. Most (50.3%) of the respondents agreed or strongly agreed that H&M is the market leader in sustainable development (appendix 19), and there is little gap between the company and the customers.Cognitive learning disability in the question of whether they preferred H&M over the competition because they were market leaders in sustainable development, the largest proportion of neutral respondents was.Cognitive learning disability the share of disagreements was 32.55% and the share agreed on 20.6% (appendix 23). This can be interpreted as being a market leader in sustainable development is not a trigger for sales.Cognitive learning disability

When we asked about associations with H&M, many answered “cheap”. No one answered that it gave status to act there, but the conscious collections were mentioned a few times.Cognitive learning disability things like “trendy” and “sustainable fashion” were also mentioned, so we can interpret that for some, shopping at H&M will show that they are fashion conscious and follow in today’s fashion image.Cognitive learning disability no one mentioned designer collaboration, but one person wrote that she associated H&M with celebrities. By this we see that the status H&M will achieve with its designer collaboration is not something they are associated with to a large extent.Cognitive learning disability

As mentioned earlier, the respondents do not particularly agree that H&M delivers good quality. However, they agreed that they have something for everyone and a large assortment.Cognitive learning disability from the question “I shop at H&M because. The entire 91.5% agreed, agree and agree that they traded at H&M because it was cheap (appendix 24).Cognitive learning disability we saw, as mentioned earlier, that many respondents agreed that H&M was the market leader in sustainable development, so this fits well with H&M’s thoughts on themselves.Cognitive learning disability what was interesting was that many of the answers from associations with H&M went on negative aspects of the operation. “child labor”, “poor working conditions”, “unethical”, “bad work conditions” and “exploitation of cheap labor” are just a selection of these, and the association of child labor was the second most mentioned after the word “cheap”.Cognitive learning disability this shows us that, although the respondents say that the company is the market leader, many negative attitudes exist to H&M. This can be explained by the fact that they see that H&M works a lot with sustainable work and has improved on it in recent years, or that they know more about the work of H&M than the competitors we opposed them.Cognitive learning disability

We have previously presented findings that respondents put H&M high on the “market leader in sustainable work” scale, and in this question they should agree / disagree with the claim that H&M was an “ethics understanding”. 32.7% agreed, while 34.6% disagreed.Cognitive learning disability the remaining percentages sat as neutral. They were highly rated positively on both trustworthy, trustworthy, honest and trustworthy, while responses to the question of honesty were fairly similar (appendix 25-29).Cognitive learning disability we therefore see that the customer has the most positive feelings for the brand, but that they still have a lot to do with this.

20.3% agree with the statement “I shop at H&M because I prefer them to other actors because of their work on sustainable development”, but here too the highest number of disagreements. 26.15% agree that “I shop at H&M because of their clothing collection and recycling of clothing” and 34.6% disagreed with this claim (appendix 30).Cognitive learning disability this can be interpreted as being on the way, and that the work affects some people to some extent. It can also be interpreted as saying that for many, it does not have much to say, as most people also responded that they acted on clothing chains that had behaved unethically.Cognitive learning disability

The vast majority are aware that H&M is a so-called “self-help store”, but a person replied that she associated “poor service” with H&M and a person believed that at H&M she had “medium service”.Cognitive learning disability we see here that it can be important for H&M to focus more on the customer and their experiences in the store, and that this can help strengthen the relationship between consumer and brand.Cognitive learning disability

The brand awareness was part of the pyramid, which was the greatest correspondence between the respondents and H&M, but after this we saw that there was a bigger gap.Cognitive learning disability among other things, we saw that the word “quality” that stands so high in the company is not perceived by the respondents. A large proportion had, among other things, never heard of conscious or had heard of it, but were uncertain of what it was.Cognitive learning disability this is a big diversion for what the company believes and wants, rather than what it really is and does not reflect their focus on work. The fact that child labor was mentioned so many times was also a wake-up call, and is something H&M neither stands for nor wants to be associated with.Cognitive learning disability we see with the help of the brand pyramid that H&M has a lot of work left in its communication to consumers, but compared to some of the data analyzed here, we also see trends that sustainable work does not necessarily play a central role in the consumer’s choice of clothing chain.Cognitive learning disability

Analysis of reptrak (write 1 page) and analysis of the brand pyramid (write 3 pages).All questions are marked in yellow. Remember you have to analyze everything here!Cognitive learning disability on some of the answers, just a lot of different answers have been framed, such as “question 13: what associations do you have with the zara chain? (what do you come up with when you hear zara, ex.Cognitive learning disability cheap expensive ..)” . So here you have to look through yourself and count. You have to look carefully through each answer, which goes through, which is said the most, and so on… you have to do that at all where there are just a lot of different answers.Cognitive learning disability you need to look carefully and analyze all the answers. Cunt yourself and analyze.

Here, the majority (73 people) answered that they remembered the H&M crisis, both sweatshop and hoodie crisis.Cognitive learning disability in second place came zara, in third place gucci also dolce & gabanna in fourth place, and the rest were different answers such as bikbok, abercrombie, moods of norway, nike, diesel, victoria secret, michael kors, primark, zalando, IKEA and benetton