by Shenay Kentish
Zara is coming to Adelaide! More specifically to the redeveloped Burnside shopping centre, right here in humble little ol’Adelaide. I am still stunned about why or how this happened but lets not question it. It has been confirmed! The ladies of Adelaide will now be blessed with the height of European fashion. It may be ‘European’ fashion but these clothing items are still rather affordable, which is a nice breath of fresh air.
I can only see one problem with this. Everyone will shop there, so we will all end up looking similar. So pace yourselves girls, no need to go overboard. Although, I think a few key pieces are a must.
But before we step into the brand spanking, glossy new store, I think a history lesson is in order. After all, it is important to know what we are buying into. Essentially, Zara is one of the most successful global empires in the world.
Zara’s first ever store opened in Spain in 1975 and has sprouted to over 2,000 stores spanning 77 countries.
Here are few interesting facts about the business itself. It is THE most successful business to not directly use advertising. The sheer pace of product turnover allows Zara to be ever popular. It is possible for you shop there one week, buy up and go back the next when there are new stocks and styles in store.
Per year Zara produces over 30,000 new styles (most of which are exact replicas of other designer brands). This mass-production allows the product to be cheaper and more affordable for the general public.
The quick turnaround of product can also be attributed to the success of the business. From design, to creation and production- clothes and accessories hit the shop floors in just 3 weeks.
Although, Zara’s success it argued to be illegitimate. Zara’s designs are mostly not original. Fashion designers and some fashionistas alike believe that Zara’s ‘designs’ are a blatant breech in copyright and do not agree with what message the store portrays to the public. For us, (as the public) we can enjoy it because anyone can purchase ‘European fashion’ but what it boils down to is copyright infringement and intellectual property. This argument can continue in circles and clearly has two very opposing points of view.
Although I think we need to consider it from a designer’s perspective as well. They work hard to design and create garments for months on end and then Zara comes along, steals the idea and sells it off to the thousands. Zara ends up making more money than the original designer. Is this fair? I will let you decide.
The Hungry Beast said “Fashion used to be sold in four seasons. Zara wants you to buy for one-hundred-and-four. New clothes arrive in every store twice a week – days known by fans as ‘Z Days’ – and fuel the need to turn over your wardrobe.”
If traipsing through the crowds and the stores is not for you. Zara offers an online option you simply pick the product, choose colour and size and you are done.
Zara also has an environmental mission statement on all products. This includes use of ecological fabrics, organic cotton and PVC-free footwear. Zara also has a policy about animal welfare. According to the Zara website ‘all products of animal origin…come exclusively from animals raised on food farms and under no circumstances come from animals sacrificed exclusively for the sale of their hide.’
Both these mission statements are extremely clever, and to perhaps ease the guilt of avid shoppers over-consumerism.
I’m sure everyone has already made up their mind as to whether they will shop at Zara or not, or perhaps some of you are just curious, but at least you have the full story or at least a bit more information to think about when you are in store. I still say, get down to Burnside and give it a go. Happy Shopping!