As the world’s leading fast fashion brands, H&M and Zara are among the retailers everyone is watching. Both companies operate internationally which gives them a great influence on fashion around the world. They embraced omnichannel, thus selling their products both online and in stores. But similarities stop here. In terms of offering, H&M and Zara differ on almost every aspect. So, how these two retailing giants differ ? We turned to data to draw a deep analysis of both collections. Here are the interesting results. Number of References H&M offers the largest amount of products but shows little variations throughout the year. On the other hand, Zara’s stock management is highly seasonal. We notice a clear rise and decline amount of references between seasons. Assortment Structure We compared the womenswear’s assortment mix for both retailers. H&M offers more product categories than Zara such as Lingerie and Swimwear. This gives more weight to main categories for Zara, especially Bottoms that accounts for 19,7% while only 14,8 for H&M Colors & Sizes Let’s take a look at colors. H&M offers more color options with 2,1% colors, on average, per reference while Zara only displays 1,8%. When we look at specific colors available in the collection, both retailers also do things differently. Zara’s most dominant colors are black and white. H&M offers more color diversity with significant proportions for blue, pink and grey This analysis shows the importance size in H&M and Zara’s offerings. For example, both make XL available in 40% of the references. Our data revealed an interesting and useful detail: H&M provides sizes for XXS, XXL, and up, which are not offered at Zara. Among major sizes, XS shows the most obvious difference. H&M offers 76% of its collection in XS while 40% for Zara. Price Positioning The fast fashion business requires the mastering of price positioning. This map reflects price positioning per country for H&M, Inditex brands and local brands. On average, Zara’s positioning is higher than H&M by €5,5. Also, we can see that Zara has adapted to the Spain market with a lower average price than other main European markets. This graph shows price ranges used by H&M and Zara. We can see clear differences between the two retailers. H&M prices 36% of its collection between 10 and 19,99 € which is by far its favorite price range. Zara tends to spread its pricing across lower ranges more. The greatest difference resides in the middle-upper pricing. Zara concentrates 29% of its collection in the 30-49,99€ area while H&M only concentrates 18%. Would you like to get data like this about your competitors? Retviews provides you with all the retail data you need such as assortments, pricing and much more.

1. Fashion Data Report
H&M vs ZARA
The data behind H&M and Zara
battle for fashion retail

2. Fashion Report. H&M vs Zara www.retviews.com
As the world’s leading fast fashion brands, H&M and Zara are
among the retailers everyone is watching. Both companies
operate internationally which gives them a great influence
on fashion around the world. They embraced omnichannel,
thus selling their products both online and in stores. But
similarities stop here. In terms of offering, H&M and Zara
differ on almost every aspect.
So, how these two retailing giants differ ? We turned to data
to draw a deep analysis of both collections. Here are the
interesting results.
H&M offers the largest amount of
products but shows little variations
throughout the year.
On the other hand, Zara’s stock
management is highly seasonal.
We notice a clear rise and decline
amount of references between
seasons.
Data: References (includ. Color options), Womenswear.
French market, Sept.2017-Aug.2018
3500
0
7000
10500
14000
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
2017 2018
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
2017 2018
1500
0
3000
4500
6000
Number of References

3. Fashion Report. H&M vs Zara www.retviews.com
We compared the womenswear’s
assortment mix for both retailers.
H&M offers more product
categories than Zara such as
Lingerie and Swimwear. This gives
more weight to main categories
for Zara, especially Bottoms that
accounts for 19,7% while only
14,8 for H&M.
Let’s take a look at colors. H&M offers
more color options with 2,1% colors,
on average, per reference while Zara
only displays 1,8%.
When we look at specific colors
available in the collection, both
retailers also do things differently.
Zara’s most dominant colors are black
and white. H&M offers more color
diversity with significant proportions
for blue, pink and grey.
Data: Retviews - Womenswear.
French market, Sept.2017-Aug.2018.
Data: Retviews - Womenswear.
French market, Sept.2017-Aug.2018.
0 25 50 75 100
Tops Dresses Bottoms Outerwear
Footwear Lingerie Accessories Swimwear
Others
Assortment Structure
Colors & Sizes

4. Fashion Report. H&M vs Zara www.retviews.com
This analysis shows the importance size in H&M and Zara’s offerings.
For example, both make XL available in 40% of the references.
Our data revealed an interesting and useful detail: H&M provides sizes for
XXS, XXL, and up, which are not offered at Zara.
Among major sizes, XS shows the most obvious difference. H&M offers 76%
of its collection in XS while 40% for Zara.
0
25
50
75
100
XXS XS S M L XL XXL Above
Data: Retviews - Womenswear.
French market, Sept.2017-Aug.2018.

5. Fashion Report. H&M vs Zara www.retviews.com
The fast fashion business requires the mastering of price positioning. This map reflects
price positioning per country for H&M, Inditex brands and local brands. On average,
Zara’s positioning is higher than H&M by €5,5.
Also, we can see that Zara has adapted to the Spain market with a lower average price
than other main European markets.
Data: Retviews - Womenswear.
France-Italy-Germany-Spain, Sept.2017-Aug.2018.,
Mango (es)
Zara (es)
H&M (es)
Bershka (es)
34.2 €
27.9 €
27.5 €
19.3 €
Mango (fr)
Zara (fr)
H&M (fr)
Camaieu (fr)
Bershka (fr)
36.9 €
33.2 €
27.0 €
23.9 €
20.3 €
Mango (de)
Vero Moda (de)
Zara (de)
H&M (de)
41.5 €
34.8 €
32.5 €
27.8 €
Zara (it)
H&M (it)
Bershka (it)
OVS (it)
32.9 €
27.9 €
20.3 €
18.3 €
Price Positioning

6. This graph shows price ranges
used by H&M and Zara. We can
see clear differences between the
two retailers. H&M prices 36% of
its collection between 10 and 19,99
€ which is by far its favorite price
range. Zara tends to spread its
pricing across lower ranges more.
The greatest difference resides
in the middle-upper pricing. Zara
concentrates 29% of its collection in
the 30-49,99€ area while H&M only
concentrates 18%.
100 - 99.99 €
80 - 89.99 €
60 - 69.99 €
40 - 49.99 €
20 - 29.99 €
0 - 9.99 €
0 20 40 60 80 100
100 - 99.99 €
80 - 89.99 €
60 - 69.99 €
40 - 49.99 €
20 - 29.99 €
0 - 9.99 €
0 20 40 60 80 100
Would you like to get data like this about your competitors?
Retviews provides you with all the retail data you need such as
assortments, pricing and much more.
Data: Retviews - Womenswear.
French market, Sept.2017-Aug.2018.
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Price structure
Price structure