The site is very nice and well maintained, as it looks the same as any other of their global websites, and it translates very well to their stores which only feature white and black. There are many lacking features on their website aesthetics such as compelling copy and better photography.
One thing I noticed also is that the consumer is only able to view (above the fold) about two styles, and the other feature of viewing "six" at a time is too small.
Based on the styles offered by Zara, I do believe that their website aesthetics reaches their target audience. Their target audience is also an avid user of social media, which once again is lacking in their websites. There is no option whatsoever of sharing products through email, Twitter, Pinterest or Facebook.
A full overhaul may not be in the midst of Zara.com's future, yet it is important that they keep the website up-to-date with technological and social advancements. They need copy that features the benefits of their clothing such as a short back-story and description of the style and written clean and care instructions.
One thing that is very good about their product pages is that it shows shipping options and their simple return process. It is very important for the consumer to understand exactly what they will be paying before they add a product to a cart. Although many other websites such as Gap, show right on the main page that they have shipping terms such as "Free Shipping on orders over $50" or "TODAY ONLY! 20% off Select Styles!" which draws consumers in further. Zara.com may not have this retail business model, but it is imperative to every business wanting to create a large database of loyal customers.
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