Retention-based Segmentation:
The customers of Zara can be classified into 3 following segments:
1. Fashion Chaser: people who are fashion trend followers and value fashion over exclusivity. They prefer well-known brands and price is of lower priority to them. They are also the most loyal customers of Zara.
2. Opinion Seeker: people who rely heavily on mass media and people around them in their purchase decision, including close friends, family, or the shop assistant.
3. Value Buyer: the type of customers that are more price-conscious. They compare prices and qualities between brands before finally decide which gives them the most value.