ZARA

 

I don’t know about you, but walking down a busy street in the CBD of Sydney can be a tad stressful. Chaotic to say the least. One second you’re walking on your desired path, the next you’re being diverted by a swarm of pedestrians at a traffic light crossing. Forced to walk across the road because you simply cannot break the strong crowd . And then BAM- you’re completely thrown off track.   Especially a street lined with a frenzy of easily excitable fabulous fashionistas. Yes yes, I am talking about PITT STREET MALL!

When one finds themselves in pitt street mall, It is very hard to be oblivious to the great big black block letters on the 3 story glass building that let it be known that you’ve reached ‘Z.A.R.A’!!!

Much like the large ‘Z’ in the much loved motion picture of ‘ZORO’, the ‘z’ in Zara commands immediate attention.  The size alone is enough to make your eyes widen.

Before even entering the front doors of ZARA, it was evident that this was not a calm and peaceful luxurious franchise. It was a fashion machine! There were not beautifully designed displays, with mannequins is different stylised positions and objects accompanying the displays. But instead all the mannequins were in a frontward facing, quite standard position, no surrounding objects in the displays, simply a mannequin, wearing an outfit, with a floor sign in front of it signalling the price of the garments, and a subtle spotlight shining over the ensemble.

 

A bit of background:

 The world of retail is flooded with hundreds of companies, but few have yet to be noticed like Zara. Zara has captured the publics attention due to its efficient and unique buisiness structure and turn around efficiency. There are over 1,560 Zara stores in over 73 countries and over 10,000 new designs launched each year. Louis Vuitton's fashion director has reffered to Zara as "possibly the most innovative and devastating retailer in the world."


The founder of Zara, Amancio Ortega, opened the first Zara store in 1975 in a central street in downtown Courna, Galicia, Spain (North West Spain) . Its first store featured  low priced products of popular, higher end clothing fashions. The store proved to be a success, and Ortega began opening more Zara stores throughout Spain.

During the 1980's, Ortega started changing the design, manufacturing and distrubution process to reduce lead times and react to new trends in a quicker way, in what he called "instant fashions" The company based its improvements in the ude of information technologies and using groups of designers instead of individuals. Zara is not made up of a group of creative, one off individuals who design one off garments. Zara is a production machine with thousands of people working withing the company, in design, production, admin, etc.

In 1980, the compant started its international expansion through Portugal. In 1989 it entered the United States and into France in 1990.

The international expansion was increaded in the 1990's with Mexico, Greece, Belgium, Australia, Sweden and more countired, until eventually, at present day, there are Zara stores in over 73 countires world wide.

 

 

 

Childerens clothing at Zara

 

 

 Who shops at Zara?

 

There are several types of people who may shop at Zara.

On one hand you have individuals who follow the latest and greatest fashion trends and pieces by the big names in fashion. And by shopping in Zara, purchasing something incredibly similar, almost identicle to the original designs by the likes of Chanel or Prada or Lanvin, they are able to feel luxurious and like they can have a piece of the high fashions without forking out thousands of dollars.

Then there are customers who earn a medium-high salary, who are perhaps involved in the buisiness industry, and need some smart, casual, and quality garments to wear.

Then there are the customers who simply love the style that Zara provides.

 

 

 

 

 

 Does Zara only sell womens clothes?

NO! Zara sells many things! They provide their customers with womens departments, mens departments, homewears and childerenswear.

Womens wear: This includes different types of tops, bottoms, dresses, jackets, shoes, stockings, scarves, hats, bags, gloves , perfume and jewellery.

Menswear: Including suits, tops, bottoms, jackets, shoes, hats, scarves, gloves, perfume  and accessories.

Childerenswear: Includes tops, bottoms, dresses, shoes, jackets, playwear, perfume, hats, umberellas and other accessories.

Homewears: Includes gifts, ornaments, cushions, blankets, and other objects you would find in a home. [ Zara homewears are actually very beautiful and in my opinion, very luxurious.]

 

 

 

Price Point:

 Zara is what you would call high street high fashion. Meaning that it is a high street brand ( every day wear, chain store, always a store in every shopping district) but it is at the higher end. The prices of clothing, range from roughly $10 for the smaller items, to around $200-300 for higher quality garments.

 

 

Fast Fashion

Zara is what leaders in the fashion industry are calling 'Fast Fashion'.  The process of designing and producing garments is unbelievable quick! With over $10,000 garments within one year! Some may be offended by the ethics of Zara, creating similar designs to head designers garments, for a cheaper price, however others may see it as a way to be a part of the luxury lifestyle without the excessive price tag. Zara, i think, will always have cofnlicting opinions thought about it!