At Zara, there is a jacket priced at 599 euros. Yes! The shock! Why would an item in a fast fashion store cost so much? The Spanish company is attempting to move into a higher category, the diffusion arena by offering trendy wears at high prices.
On a late Saturday afternoon, I decided to trekked to the flagship store where the high-end pieces are sold. The busy four floor location was crazed with shoppers, clothing scattered on racks, off the hangers. Heading up to the second floor there they were against on the edge of the floor against a wall. Round neck, button outerwear made of lamb leather, from the looks of it, dismissed, forgotten. Upon closer inspection, paying a high price for “chic style” from a place where clothes are made to last only a few months is a little odd. At best, this garment should be half the price on the ticket.
Zara is not a brand associated with high priced pieces. Affordable looks copied from the runway. The business model is based on customers returning to see what is new on the shelves. Does the average fast fashion shopper want to spend so much on one item? A gloved sales person is not going to bring a glass of sparkling water on a white tray to make the purchase more palatable. Feeling special is not how it works in today’s mass market retail. Grab the piece, try it on leave or head to the register. The store’s ambiance of bright lights is made for getting in, getting out, not overthinking a big budget purchase.
After fifty years in business, Inditex, Zara’s parent company, is ahead of the curve when it comes to reinvention. Stores are remodeled, merchandise is freshened up routinely. While certainly there are many reasons not to buy a reachable luxury item from a producer with a reputation for disposable clothing. Who are we to judge those who do buy a 599-euro wardrobe addition from, Zara?