Scribblings of Robs

28 Jul 2010

ZARA

This trip I took serious advantage of having the fast-fashion, Spanish brand ZARA around the corner. Described by Louis Vuitton fashion director Daniel Piette as “possibly the most innovative and devastating retailer in the world,” the Spanish brand is quite the success story.

Previously only available to the jet-set elite in South Africa, the up-market, stylish design label without designer prices is hitting South African shores in 2011.

Who Are They?

ZARA manages everything from design to distribution and has one, insane business model. After identifying a trend, they can have clothes in their stores within 30 days. Partly thanks to the fact that it most of it’s production takes place in Spain, right on the doorstep of most of it’s markets.

They carry several collections which cover business, to casual to cute, cocktail dresses and maintain reasonable price points. Their stores are cleanly lit, with loads of mirrors and wooden finishes. Their quality is out-of-this-world, when compared with what South African consumers are used to.

TRF Collection is a favourite

Getting Online:

On September 2nd, ZARA’s going digital with the launch of it’s online store to UK, Spain, France, Germany, Italy and Portugal. Despite it’s zero advertising policy, they’ve developed a criticized iPhone app, which apparently failed to achieve it’s potential.

Navigating South Africa:

I love the brand but as South Africans start to mount their hopes and Sandton starts to polish it’s floors, it really does depend on what the buyers bring over. The ZARA’s in France and Luxembourg stock very different shelves to their counterparts in Germany and the SA store could fall seriously short of high expectations. South Africa has neither the European sale culture nor ZARA’s Spanish production houses living in their backyard, which both aid the ‘fast-fashion’ that has won ZARA it’s fame.

Regardless of the outcome, I love the clothes (when I look at my purchases and my luggage allowance … maybe a little too much) and I’m stoked they’re finding their way to SA.

Best Buy

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