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Mary Portas at Zara
Zara is, with no shadow of the doubt,[link widoczny dla zalogowanych], the most impressive fast fashion business of our times. Amusingly described by the style director of Lv, Daniel Piette, as 'the most innovative and devastating retailer within the world',[link widoczny dla zalogowanych], Zara cleverly pulls off the seemingly impossible task of creating fast fashion look like designer. Dress yourself in Zara and you are likely to obtain a compliment. Dress yourself in Primark the ones will most likely keep schtum. There's enormous hype surrounding the chain,[link widoczny dla zalogowanych], with claims that Zara can take any designer piece, copy it and have it in shops in only two weeks - meaning that a lot more than 10,000 designs hit our high streets each year. There is also apparently a zero-tolerance policy on fashion flops - if the item doesn't sell inside a week,[link widoczny dla zalogowanych], it's withdrawn from sale (leading detractors to express that Zara is destroying the industry). The genius of the business model is its continual purchase of visual merchandising. Zara's windows, always beautifully dressed, even in sale, serve as the brand's most significant communication medium. You'll never ever see a Zara ad - the windows and also the person to person created by its product do the talking. And that's why despite the shaky economic system, Zara's plan for world domination isn't faltering. It is a part of Inditex, the earth's largest retailer of clothes by sales,[link widoczny dla zalogowanych], which reported a 42 percent increase in nine-month net profit recently at the time it opened its 5,000th store. Sales were up 14 per cent year on year to £7.5 billion. You will find three Zaras in Oxford Street alone,[link widoczny dla zalogowanych], so I'm visiting one of them.
The windows
So much popular is all about taste level. I reported during my Christmas windows round-up last year that Change and Zara had similar tops on offer for the same price. Yet in New Look the very best, clinging to some shabby, tarty mannequin, looked like it had been just about worth its £30 tag. In Zara, stunningly dressed up in the windows, it could happen to be worth £300.
Shopability
The women's floor is on walk out and the men's floor downstairs. Admittedly, whenever you look closer in the garments and examine the labels,[link widoczny dla zalogowanych], you'll see that despite first appearances, much of this season's women's aviator-style product is produced from 100 per cent polyester. Actually,[link widoczny dla zalogowanych], a lot of the merchandise displayed is made of unnatural materials, which will not be for everybody. The prosperity of the men's floor may be the brand's intuitive capability to zone its product by kind of bloke. Sporty and outdoorsy? Trendy and new-season sensitive? Formal and businesslike? Without realising it, every chap will be cleverly guided to their own little private Zara. The fitting-rooms are large and spacious and also the environment and store fit are high-spec. But those who venture towards the second floor will see a whole new world. Loosely branded as 'ladies casual' on the signs, the ground is reserved for the 'TRF by Zara' collections and appears to be made up of dodgy evening wear,[link widoczny dla zalogowanych], frumpy knits along with a general area I'm able to refer to only like a place where old Zara products go to die. Summing everything up is really a gross faux-leopard miniskirt for £14.99. Best stick to the lower floors, in my opinion, where the new-season dresses and coats are beautiful.
Was I being served,[link widoczny dla zalogowanych]?
Now, I've said hello before and I'll say it again. Where Zara constantly falls short is within its service. I do not mind the truth that they're all Spanish in here - if done well, this could provide the shop an elegant European design feel. Instead the service level is on the par with Burger King. Staff are too busy stacking the rails, or they're to date up their own backsides they actually think they are selling designer goods and that customers want aloofness from the sales assistant. Such a shame. This is the Achilles' heel in a business I'd otherwise find hard to fault.
Online
Verdict
I honestly believe that if the business sorted out its abysmal service its growth could be much more impressive. The stuck-up Bond Street retailers, where this kind of frosty and arrogant service once proliferated, have finally realised that service has to be part of the package. Fast fashion hasn't got this right. I'd love it if Zara was among the first.
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