Zara, the Inditex Group’s most popular fashion retailer, opened its new 3000sqm store with a big celebration party which attracted the press. Zara takes a pass on traditional advertising. Before you’ll see an ad of Zara’s new summer collection, you’ll see a Zara store! Since it is almost the only marketing tool Zara uses, the location of their stores is the key to their success.
So what better location to choose than the most famous fashion street in the world?
Zara’s new store in NYC is nothing like any of their other stores all over the world. Pablo Isla, president of parent group Inditex, about the new store design:
It is one that is much more focused on the boutique element, with lots of different boutiques within the store —a very smart store, very transparent and very welcoming. It’s a very different concept, but it’s definitely Zara.