The fashion market has become very competitive today. In order to stand out, newer and more attractive products and services must be offered in an ever-changing environment. According to Berger (1972), “Seeing precedes words”. Visual stimulation has become important when customers need to be inspired by an eye-catching and clear seasonal product display as they move from one store to another. The merchants felt a whiff of visual strategy and came up with the idea of ​​creating an innovative and beautiful space that could showcase the new merchandise to convey the brand messages as well as attract the attention of passersby. Greg (2004) points out that the storefront is the first impression that can clearly communicate the brand identity to their potential customers. Morgan (2011) also states that the purpose of the window display is to help support the brand image and entice customers inside to view the rest of the assorted products. The Zara window always gives a “simple but chic” impression to its target customers. A customer who looked at the window and then shopped at Zara said: “The windows tell you that you deserve a Zara coat. » This essay will focus on the relationship between brand identity and storefronts of Zara, which has a typical successful brand image through its storefront. However, defining storefront success is still difficult and complex because there are too many segments to consider. taken care. Effective window displays can not only promote products but also extend brand image. Morgan (2011) mentions that a good window display can not only increase sales but also build a good brand image in the long term. Additionally, there is... middle of paper ...... same period of 2012. (Inditex, 2012) Zara's solid growth shows that Zara is successful in building its own brand identity. Zara's high recognition makes people choose Zara rather than other brands. One of the customers interviewed said: “Zara is the name that naturally comes to mind when I want to go shopping. It just happened. » In summary, the window display is an important way to promote brand image and seasonal products in a very competitive fashion industry. As a typical successful retailer brand, Zara's distinct brand identity is one of the most important factors in standing out from other brands. Zara clearly understands its brand image based on its market positioning strategy and targets customers using accessories, colors and themes to create a suitable space that Zara's impression wants to give to people..