The struggle for the customer has become a priority for the fashion industriesconsidering that it is the customers’ willing to shop that guarantees theircontinuous survival on today’s competitive market. To keep the customer happyand satisfied, should be their priority as this leads to an economic advantagesince the customer becomes the companies strongest allay with help of the socalled “word of mouth” effect. The positive response is then transmitted fromthe customer, acting as a spokes- person for the company. It is therefore in thecompany’s interest to investigate and find out the actual attitudes and opinionsso that the company may become more customer oriented and competitive.Zara and H &amp; M are today two big fashion industries with similar products,price friendly and accessible fashion clothes. They act on the same market andtheir latest annual reports place the two companies as leaders in their business.By performing a quality and quantity interview investigation with the abovementioned companies customers I will display the actual attitudes and opinionsof these customers in Gothenburg and Madrid with the purpose to answer thereports question may an H &amp; M customer and Zara customer be the samecustomer?The results of the investigation show that there are some general similarities anddifferences among the areas, price and design. Zara customers see the companyas “middle class” and “sophisticated” while H &amp; M customers think of thecompany’s garments as “cheap” and “youthful”.The answer to this reports lead question with the analyzing of the empiricalmaterial and information reveals that there is a better possibility that a Zaracustomer is an H &amp; M customer and vice versa but it’s very unlikely that a Zaracustomer with high financial mien shops in H &amp; M in Madrid, this mayalthough be the case in Gothenburg. / <p>Program: Textilekonomutbildningen</p><p>Uppsatsnivå: C</p>