Fashion and retail giant made yet another move sending signals to shoppers the Spanish brand is repositioning itself not only as a store but as lifestyle destination. The new Berlin Zaraman opened with a high-end format layout spread over two floors. Instead of making buyers feel rushed, the mix is more about a cozy reachable indulgence with sofas and seats in the middle of the sales floor.
The fast fashion moniker took a step upward with a wider mix of styles in casualwear, fitness outfits and bridge luxury pieces.
Recently the fifty-one-year-old brand made headlines with the announced partnership with former Dior creative head John Galliano. The British designer’s reinterpretation of past Zara collections will drop in this September.
As the revamped concept rollout continues, Zaraman is placing itself in direct competition with established menswear affordable luxury brands Ralph Lauren and Hugo Boss.
Inditex upped the customer experience game by making them feel special.