Massimo Dutti positions itself as a brand that offers "functional quality" through dedication to materials and styles that are both elegant and contemporary. The brand aims to appeal to urban customers looking for the latest trends as well as loyalty to the Massimo Dutti label and its values of quality, desirability, functionality, and comfort. Massimo Dutti also seeks to maintain a wide product line including both fashion-oriented and continuity products across its men's, women's, boys, girls and accessories collections.
Zara is a Spanish clothing and accessories retailer established in 1985 that is owned by Inditex Group. It has over 521 stores across 47 countries and 2 US stores opened in 2012 in New York City and Washington DC. Zara targets a cosmopolitan and urban audience between ages 20-35 that appreciates European style, quality design at affordable prices. While Zara has strong brand recognition in Europe, opportunities exist to increase its low US brand awareness through leveraging digital marketing practices.