FailFake

in countries, in product typology and in stores. By not advertising or public relations actions and with only a discreet online presence, if we follow the parameters of Batra, Donal and Fipinder's brand personality construction (Batra, Donal, & Fipinder, 1993), we see that it has lost the female seduction to become a "sage" of the category. Surely Zara is no longer viewed as a woman, the brand has become mature and is a benchmark in the world of textiles.