02/03/2018
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Analysis of Zara’s new OnOff retail concept

‘Fast fashion’ retail reinvented


Foto: © Lluís Martínez-Ribes.

Zara’s new click-and-collect store in Westfield shopping centre, London, immediately took the media by storm upon its opening on January 26, 2018. This place – fully equipped with technologies – is a collection point for the orders placed on the Internet.

However, it is much more interesting what is coming up next in May 2018. That is when Zara will open its renovated 4,000 m2 flagship store in the same shopping centre. I am anticipating that Zara will change the fast-fashion retail game with this pilot store.

Zara is looking for a perfect match with the substantially yet silently changed customers of today. They are continuously ‘OnOff’: due to the expansive increase in use of smartphones (which I prefer calling “e-bodies”) people don’t notice anymore whether they are on-line or off-line.

If the current customers are already OnOff, it makes sense that Zara is launching a new OnOff retail ecosystem. It will be a milestone in the fast fashion retail history.

You can read my interpretations and predictions about how Zara is going to do that in my post “Zara reinvents fast fashion retailhere.

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