As I was scrolling through a social media thread I came across a video of a woman talking about Zara. What made this post unusual is the commentary. How is the crown jewel of fast fashion selling coats for 600 euros? Asking myself more questions, Who would buy a piece at that price from a store known for producing quantity? Who is the target buyer? Since 1975, fashionistas flocked to Zara. With its 2040 stores the model is based on shoppers continually returning to see what is new on the shelves because of the constant and fast inventory turnover. Shelves and store windows are always changed to keep buyers curious.
This Fall the Spanish retailer is going upscale with limited edition higher priced outerwear. Looking over the website, there was a sticker shock effect. Suddenly, Zara’s reputation as style with at a good price, is now trying to go premium. Looking over the materials, a mixed bag of suede, leather, cotton and polyester made somewhere in Europe or adjacent. Secondly, based on a personal experience from 1998, nothing from Inditex’s biggest subsidiary lasted long. I had a pair of khaki pants, after wearing them twice, there was a hole in the leg from the thread unraveling.
Convince Me! After seeing the jackets online, I have decided to drop in my closest Zara for an up-close inspection of these jackets and coats. With or without prejudice, this should be interesting.