The fashion market today has become highly competitive. To stand out, you need to provide newer and more attractive products and services for the ever-changing high street environment. According to Berger (1972), “Seeing comes before words”. Visual stimulation has become important when customers need to be inspired by the clear and eye-catching display of seasonal products when passing from one boutique to another. Merchandisers caught a whiff of visual strategy so they came up with the idea of ​​creating an innovative and beautiful space in which to showcase new products to convey brand messages and attract the attention of passers-by. Greg (2004) highlights that window display is the first impression that can clearly communicate the brand identity to potential customers. Morgan (2011) further states that the purpose of the window display is to help support the brand image and entice customers inside to see the rest of the assorted products. Zara's shop window always gives the impression of "simple but chic" 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 shop windows of Zara, which has a typical successful brand image through its shop window. However, defining the success of the showcase is still difficult and complex because there are too many segments that need to be analyzed. taken care of. Effective window displays can not only promote products but also extend brand image. Morgan (2011) states that good window displays can not only increase sales but can also build a good long-term brand image. Also, there is… half of the document… a period of 2012. (Inditex, 2012) Zara's solid growth proves that Zara is successful in building its own brand identity. Zara's high degree of recognition makes people choose Zara over other brands. One of the customers interviewed said: “Zara is the name that naturally came to mind when I want to go shopping. It just arrived. ”To sum up, window displaying is a significant way to promote brand image and seasonal products in the highly competitive fashion industry. As a typical successful retail brand, Zara's distinct brand identity is one of the most important factors to stand out from other brands. Zara clearly understands its brand image according to its market positioning strategy and targets customers by using props, colors and themes to create a suitable space that gives the impression of Zara to people.